Analysis of financial education levels and consumer behavior

A study with Generation Z youth

Abstract

This study aimed to analyze the consumption behavior of Generation Z and examine its relationship with financial education levels. The research, descriptive in nature and based on a quantitative approach, used an online questionnaire that gathered 108 responses from young individuals born between 1995 and 2010. The data analysis revealed that technology and digital interactions strongly influence purchasing decisions, highlighting the frequent use of social media and the preference for convenience in online transactions. Factors such as price and promotions were the main determinants of consumer choices, although aspects related to identity and personal values were also present. Regarding financial education, the findings indicate a significant level of financial autonomy among respondents, but also limitations in budgeting, saving habits, and knowledge of financial products. Additionally, participants recognized the importance of financial education and its connection to responsible consumption, even if this awareness is not always reflected in daily practices. The study concludes that financial education plays a fundamental role in shaping more critical and responsible consumers, reinforcing the need for educational initiatives directed at this population.