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Generation Z and Religion in Times of Crisis

In: Strategic Innovative Marketing

Author

Listed:
  • Aikaterini Stavrianea

    (Technological Educational Institute of Athens)

  • Irene Kamenidou

    (Eastern Macedonia and Thrace Institute of Technology (EMaTTech))

Abstract

Even though religion is an important factor because of its influence on people’s attitudes and behaviors, limited research exists on the subject, especially in times of economic crisis. This paper empirically examines for the first time the relationship that generation Z—the youngest adult generation—has with religion and the church. The study investigates the impact of the crisis on Gen-Z’ers, their attitudes and behavior toward church and religion and how this was affected by the harsh economic conditions. Factor, cluster, and ANOVA analysis were used on the research for profiling the segments and results showed significant differences between different segments of Gen-Z’ers according to their attitudes toward the church and faith. The study advances our understanding of the relationship that Generation Z has with religion in times of economic uncertainty and brings significant practical implications that are discussed in the paper.

Suggested Citation

  • Aikaterini Stavrianea & Irene Kamenidou, 2017. "Generation Z and Religion in Times of Crisis," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 205-211, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-56288-9_28
    DOI: 10.1007/978-3-319-56288-9_28
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