Wellness Among Gen Zs in Western and Eastern Cultures During COVID-19



: Grénman Miia, Hakala Ulla, Mueller Barbara, Chan Kara

: Vignolles Alexandra, Waiguny Martin K. J.

: Wiesbaden

: 2023

: Advances in Advertising Research : Communicating, Designing and Consuming Authenticity and Narrative

: European Advertising Academy

: XII

: 53

: 64

: 978-3-658-40428-4

: 978-3-658-40429-1

: 2626-0328

DOI: https://doi.org/10.1007/978-3-658-40429-1_4(external)

: https://link.springer.com/chapter/10.1007/978-3-658-40429-1_4(external)


This study sheds light on the ways wellness, a fast-growing industry all around the world, is incorporated into the daily lives of Gen Z consumers in Eastern and Western cultures during COVID-19. More specifically, we investigate perceptions of wellness and the products, services, and brands used by Gen Zs as means of achieving wellness. The empirical study was conducted in the U.S., Finland, and Hong Kong.



Last updated on 2024-26-11 at 21:18