The accessibility of FinTech services is increasing, and their convenience is making them more popular than traditional banks, particularly among Generation Z. The objective of this research is to identify and compare the factors influencing the conscious use of FinTech services among Generation Z members, who are the most active participants in this field of financial technology. The questionnaire based purposive sample consisted of Generation Z students who demonstrated adequate financial literacy and utilized FinTech, and who were learning in a university environment in Hungary and Romania. A sample of 600 respondents was selected for analysis after cleaning the data online. The methodological approach entailed the utilization of covariance-based structural equation modeling (CB-SEM). The results indicate that social influence (β = 0.18), consumer attitude (β = 0.53) and facilitating conditions intention (β = 0.11) all have a significant effect on the behavior intention, explaining 49% of the variance. In the context of performance expectation, the effect of facilitating conditions intention is not significant (p = 0.491). The motivation of Generation Z towards fintech solutions is evident in their preference for speed and ease of use. However, in order to reinforce consumer expectations and transfer the necessary experience and attitudes, it may be beneficial for service providers to adopt a partially different strategy in different countries. Generation Z can thus serve as a crucial reference point for the even more discerning expectations of subsequent generations. The findings may inform the formulation of strategies for fintech service providers to better understand customer behavior.

In addition to the technological aspects of FinTech solutions, it is important to consider user willingness, particularly among the digitally savvy Generation Z. We conducted a survey in Hungary and Poland to gather information on young people’s use of FinTech applications and their attitudes towards FinTech services. In our research, we built on the already known technology adoption model (UTAUT) and combined it with an attitudinal study. To determine the factors that influence the propensity to use these services, we developed a hypothetical model and tested it with the results of the first round of the survey (n = 117). CB-SEM was used to investigate the relationship between attitudes, social influence, and intention to use behavior. The paper presents the significant relationship characteristics, model structure, and potential business applications of the results.

Background: Sustainable Development Goal 12 focuses on sustainable consumption and production patterns. Females are more likely to adopt these sustainable consumption practices due to their environmental attitudes. The scope of the present research is to develop a Hungarian model that can provide a theoretical explanation for the formation, viability and empowerment of zero waste awareness among females as they are sensitive to the issue and may have sufficient knowledge about it. Methods: An online questionnaire was distributed in a university environment in Hungary, resulting in 160 responses after data cleaning. The model was constructed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results: The results show that for females, the factors waste sorting and zero waste practicality account for 72.4% of the variance in zero waste awareness. The Beta values indicate that both effects are positive with the effect of the first (βZWS-ZWA = 0.523) being stronger than the second (βZWP-ZWA = 0.389). In addition, it can be concluded that women’s attitudes toward waste sorting have a strong positive impact (R2 = 0.542, βZWS-ZWP = 0.736) on zero waste practicality. Conclusions: The zero waste attitudes of female university students’ behavior are significantly related to the selective collection of waste and the practical use of old products. In addition, waste separation is a practical approach to environmental responsibility, as there is no need to dispose of all end-of-life products if they can be recycled. The model could help the government understand the factors and the mindset from a female perspective in order to partially support the decision-making process related to sustainability.

The popularity of TikTok is evident on a global scale, leading to its adoption by numerous companies as a promotional platform. The Stimulus - Organization - Reaction model has been validated in its capacity to describe the purchase process. The present study investigates the Hungarian manifestations of the factors of this model to develop a forecasting method that will allow for prediction of the success of TikTok impulse purchase marketing strategies. The prediction method under analysis is based on factor and regression analyses and validation. The exploratory part utilizes a questionnaire survey of 283 Hungarian university students. The validity of the results is measured on a different university sample of 104 active users of TikTok and users of alternative social media platforms. The findings indicate that the factors comprising the impulse purchase cycle involvement include the urge to buy impulsively, utilitarian value, perceived similarity, and co-promotion. The validation process revealed that the rates of agreement with the predictions among TikTok users exceeded 90 %, while the rate among users of other social media platforms reached over 80 %. The principal strength of this study lies in its quantification and transformation of questionnaire data into a pivotal key performance indicator suitable for companies.