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Religion in the context of economic crisis: The generation's z perspective

Article · October 2016

DOI: 10.15556/IJSIM.03.03.005

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 International Journal of Strategic Innovative Marketing
Vol. (2016) DOI: 10.15556/IJSIM.03.03.005

Religion in the context of economic

crisis: The generation’s z perspective
Stavrianea, Aikaterini,1,a, Kamenidou, Irene2
1 Technological Educational Institute of Athens, Athens, Greece
2 Eastern Macedonia and Thrace Institute of Technology (EMaTTech), Kavala, Greece

a)Corresponding author: kstavrianea@gmail.com

Abstract: Religious concepts exist from the beginning of the human existence in various
worship forms; and for centuries are part of humanity regardless of the religion in which a
person believes. While religion and related issues have been extensively studied,
segmentation based on religiosity has limited existing research. Under this framework, this
study aims to segment generation Z behavior towards religion and the church during
economic recession; an issue that has not up to date been studied. This research was
undertaken in Greece, a country being under economic recession, after 7 years of economic
crisis and austerity measures. Via a web -designed research 115 participants belonging in
Generation Z consisted of the final sample. Descriptive statistics, Factor, cluster analysis
and cross tabulation were used on the research data for profiling the segments. Results
showed the three distinctive segments of Gen-Z’ers were produced according to their
attitudes towards the economic crisis, international political situation, church and religion
which were profiled based on their socioeconomic and demographic characteristics. The
study extends our knowledge on a generation that is under studied as a total, while
relationship that generation Z has with religion in times of economic recession brings
significant practical implications that are discussed in the paper.

Keywords: Church participation, crisis, religion, generation Z, solidarity

1. Introduction
Theology, religion, religiosity, faith and church related issues have been studied
extensively and on different basis –conceptual, theoretical and practical, as well as
on various areas; sociology of religion [1] [2] [3] [4]; theology: liberation theology [5]
[6] [7]; public theology [8] [9]; prosperity theology [10] [11] [12]; religious economics/
economics of religion [13] [14] [15]; the progression of religion and its probable
adaptive role [16] [17] [18] are just a few to mention.
The above concepts exist from the beginning of the human existence in various
worship forms; and for centuries are part of humanity regardless of the religion in
which a person believes. Findings of religiosity go back to the Paleolithic age, and
specifically to the middle Paleolithic age [19]. In the middle Paleolithic age, burials
with grave goods, are probably one of the earliest detectable forms of religious

56
 INTERNATIONAL JOURNAL OF STRATEGIC INNOVATIVE MARKETING 57

practice implying that men believed in the after-death life [20]. In the upper
Paleolithic age, religious behavior emerged; scientists found that in the forms of
symbols at first and then through Ice Age hunter-gatherer’s paintings of half-animal,
half-human figures, as well as women figures were most likely a part of the existing
religion [21] [22] [23].
Consequently, throughout history the relationship between religion, spirituality
and economic life has been of great importance [24] [25]. Even though religion is well
acknowledged as an important factor that has the ability to influence people’s values
and behaviors, the academic research in this concept is scarce compared to other
theological issues [26] and especially for periods of severe economic crisis such as
the one that Greece is facing in the last few years. This adverse economic condition
though, gives researchers the opportunity to examine the constituents of Greek
people’s relationship with religion and the church in such a difficult economic
situation and can provide significant information that advances the academic
discussion.
Basic aim of the present study is to empirically examine the attitudes and
behaviors of Generation Z towards the church and religion during a period of
economic recession. Objectives of the study are to segment Gen-Zers based on their
behavior and to profile these derived segments. This current study focuses on the
youngest adult generation, the Generation Z or Gen-Zers, who according to
Roberson [27] were born from 1994-2009. The members of this generations are the
ones who will make families in the future, and are therefore of great importance to
researches and marketing practitioners. This generation was severely affected by the
economic crisis: they are employed with very low wages and many of them chose to
emigrate in order to be able to find jobs and create their families.
This paper is organized as follows. First, we briefly present data about the Greek
crisis and we review the literature about religion and church participation. Second,
we present the methodology and the empirical results of the study and third, we
conclude with the discussion and possible implications.

2. The Financial Crisis

The great recession that affected Greece since 2010 has without any doubt afflicted
the lives of a vast majority of the population due to the special arrangements that
were claimed by the austerity plan such as great reductions in pension and wages
as well as reductions of public spending and social security benefits [28] [29] [30].
According to the Hellenic Statistic Authority in May, 2016 unemployment rate
reached 23.5% and the same period this rate reached 50.3% for the year group of
15-24 years old [31] According to the official authorities’ data for the year 2015 a
35.7% of the population lived under the risk of poverty or social exclusion [32].

3. Religion and Church participation- segmentation analysis

Religion undoubtedly has a strong influence on people’s attitudes values and
behaviors both at a personal and at a social level [33] [26]. The research area
though, that concerns the influence of religion on consumer behavior needs to be
further explored. Albeit not in the aims of this research, we have to briefly mention
that the term religion has many definitions. These definitions are indicative of the
progress and development of the effort to delineate religion [34]. “Religion is … a
unified system of beliefs and practices relative to sacred things” [35] [36] [34]. Smart
58 RELIGION IN THE CONTEXT OF ECONOMIC CRISIS: THE GENERATION’S Z PERSPECTIVE

(1989:21,) [37], referred to the dimensions of religion, namely the practical or ritual
dimension (e.g. preaching, meditation), the experiential or emotional (feelings of
comfort and inner peace), the narrative or mythic (myths and stories of the
communities), the doctrinal or philosophical the ethical, the social (places of
worship, teaching of the tradition) and the material dimension (objects with
symbolization) [34].
Religion could be approached as a set of beliefs that are taught since the primary
stages of childhood and people dedicate more to them as they grow older and
understand these teachings better. Religion may therefore influence a person’s
behavior [38] [26] and buying decision [38].
It can influence and form the attitudes towards goods, services, brands and
advertising messages [39] and may also affect the importance that material goods
have for people. Furthermore, there are examples of religions that may even forbid
the use of certain goods or services [26]. Still the effect of religion on consumer
behavior is an area that could be further explored [40] [41]. At the same time religion
plays a significant role as a factor that influences culture. Belonging to a certain
religion group also provides a personal and cultural identity for a person [42].
People who belong to a religion community or a spiritually based community
[43] [44] are bonded with the same values and ideals. These types of communities
are shown to provide strong social and financial advantages through contributions
and philanthropic work. Nevertheless, in the last decades we witnessed a decline in
membership of religions both in the U.S and Europe [45] [40]. This decline in
participation is primarily observed in the younger generations who tend to prefer
other kind of activities and have different interests [46]. Still the research in regard
to church membership is limited; in addition, more in depth examination is needed
as far as the younger generations and the ways in which religion may have an effect
on their behavior, especially in periods of severe economic recession. Example
consists of Chen [47] who found that an economic shock can cause religion
intensity. Without any doubt church still holds an integral role in the both the
private and public arena in several countries. Nevertheless, more in depth research
is needed to better understand the elements that motivate people to allocate their
time and resources for church purposes [40]. It is possible that they are motivated
by other needs beyond religiosity. For example, the need to participate and donate to
philanthropic actions [48], along with the need to interact with other members of the
community [49], could be factors that may lead young people to church participation
and involvement.
Additionally, segmentation referring to aspects of religion and religion related
studies, are not few, but these all fall in one way or another of how religion,
religiosity, faith, etc. plays a role in firms and consumers’ related behavior towards a
product or service, e.g. [50] [51] [52] [53] [54].
Only a handful of studies have been found regarding segmentation analysis
based on religion and religion related issues connected with attitudes towards
religiosity or faith related issues [55] [56]. In their study Schofield et al., [55]
attempted to establish a novel typology that categorizes people according to how
much religious and spiritual they are and also, how much they believe in the
supernatural. He studied how different beliefs take form in the mind of people and
why they are different among persons. Cluster analysis showed four clusters,
namely: ‘believers’, ‘paranormal believers’, ‘sceptics’ and ‘religious believers’.
Nicolet and Tresch [56] suggested a typology of religiosity consisting of two
dimensions and examined its effect on attitudes concerning politics. The typology
they proposed suggested as a first dimension the sense of belonging that an
 INTERNATIONAL JOURNAL OF STRATEGIC INNOVATIVE MARKETING 59

individual has with the church as an institution and as second dimension the
beliefs that the individual has in regard to religion and spirituality. Their research
showed a decline of religion but, also they found that the number of people who
claimed that they believe without belonging increased.

4. Methodology
A structured questionnaire was developed exclusively for this reason based on
literature review and extensive qualitative research, due to the inexistence of prior
similar research. A web-based self-administered online questionnaire (Google docx
forms) where answers simultaneously were inserted in an excel file was the way of
collecting data. A non- probability, mixed sampling method was used (criteria;
convenience; and snowball sampling). In order for the respondents to participate in
the final sample certain criteria were applied: First of all, all participants had to: 1)
belong in generation Z, i.e. born from 1994+; and 2) be Greek and 3) he/she is of
Christian origin, since Greece is considered in its vast majority a Christian orthodox
country; according to the CIA World factbook [57] the religions in Greece have as
following (last updated, June 2014) Greek Orthodox (official) 98%, Muslim 1.3%,
other 0.7% (CIA, 2016).
Gen-Zers’ were approached in person by the researchers which informed them
about the study. After being informed they were provided a link of the questionnaire
by Facebook messages which explained again the research aim and objectives and
asked them to participate in the study and to forward the message to their friends
that also met these criteria. Participants needed about 25 minutes to complete the
questionnaire, which consisted of 28 questions, mostly multi-item; of which 11 were
socio-economic and demographic. Only the questions related to the aim and
objectives of the study will be analyzed in the paper. Anonymity and confidentiality
were asserted throughout the research. Data analysis included descriptive statistics
(frequencies, percentages, means), reliability, factor, cluster analysis (and ANOVA
test) and cross tabulation tests to profile the segments.

5. Results- Discussion

5.1. Sample profile

From the 115 Gen–Z’ers participating in the study, 38 (33.0%) were men and 77
(67.0%) were women. Concerning their age, 7.0% were 18 years old; 15.7% were 19
years of age; 29.6% were 20 years old; 25.2% and 22.6% were 21 and 22 years old
respectively. About their marital status, 92.0% were single; 7.0% were married and
1% was divorced. As to the number of members in their family 16.5% live alone;
15.7% have 2-3 members in their family, 58.2% have 4-5 members and 9.5% have
6+ members. As to education, 96% had secondary education; 3% post- secondary;
and 1% had a bachelor degree. As to their occupation, 66.0% were university
students; 13.0% were unemployed; 9.0% were private employees; 5.0% were
occupied in housekeeping; 3.4% were free-lancers-businessman; 2.6% were blue
collar workers; and 1% was on pension. Moreover, 51.3% were permanent residents
of urban areas and 48.7% of rural. Additionally, participants were asked how many
of their family members (active population 18-65 years old) have an occupation.
Regarding the number of family members that work, 11.3% has no family member
that works; 35.7% and 35.6% have 1 and 2 family members with a job respectively;
and 17.4% have 3+ members with a job. As to the number of members in the family
that got fired after the signature of the memorandum of understanding, 64.3%
60 RELIGION IN THE CONTEXT OF ECONOMIC CRISIS: THE GENERATION’S Z PERSPECTIVE

answered that no one in the family was fired; 21.7% and 10.4% answered that 1
and 2 family members were fired respectively; and 2.5% had 3 + members fired from
their jobs due to the economic crisis.

5.2. Economic crisis and Generation Z

Gen-Z’ers were asked to state the extent to which the economic crisis and the
situation in the Mediterranean influenced their lives (psychological-fear, economic,
etc.). Results revealed (Table 1) that the economic crisis has affected the largest
percentage of Gen-Z’ers, while the situation in the Mediterranean much less. Both
results are notable, due to the young age of this cohort, since youngsters are usually
carefree. One reason for this outcome could be due to possible dismissal of a parent,
or of being “on availability” (suspension) in these years of the economic crisis. But
even if these two cases do not stand, it is a nonnegotiable truth, that huge salary
cuts, repeal of the Christmas and Easter salary, and the increased taxes combined
with possible settled financial obligations, such as the house mortgage do have an
impact not only in the adult family members, but on the children, too. As to the
political and unstable situation in the Mediterranean, about one half of the sample
considers that it has an impact on its life. This is probably due to the elderly family
members or direct relatives which have lived in previous wars and have experienced
their consequences (e.g. WWII or Greek civil war) and who have passed their
experiences to the younger generations.

Table 1. Impact of the economic crisis and the political-war situation on Gen-Z’ers

Impact of the economic Impact of the

Statement crisis Mediterranean crisis
Freq. % Freq. %
Very small 4 3.5 6 5.2
Small 5 4.3 10 8.7
Neither small /
16 13.9 33 28.7
nor large
Large 68 59.1 56 48.7
Very large 22 19.1 10 8.7
Total 115 100.0 115 100.0

Additionally, Gen-Z’ers were asked up to what year, they believe that the
economic crisis will last in Greece. The majority considers that the economic crisis
will last up to 2020 (56.5%); a 28.6% believe it will last from 2021-2080; while
11.4% consider that it will last forever. Lastly, few optimists (3.5%) believe that 2016
will be the last year of the crisis.
In addition, Gen-Z’ers were asked to identify which year they consider as the
worst for Greece due to the economic crisis. The majority (60.9%) stated that the
worst year has passed, pointing out years between 2010 and 2015. Also, 14.8%
considered that 2016 will be the worst year for Greece, while another 14.8%
considered the years coming: 2017-2020. Lastly, a 9.5% stated that every upcoming
year is worse than the previous one.

5.3. Economic Crisis and Church

Subsequently, Gen-Z’ers were asked if they go or not to church. Forty-six percent
goes rarely or never goes to church; 30.4% goes sometimes; and 23.6% goes
frequently or very frequently. The extent in which the economic crisis affected Gen-
 INTERNATIONAL JOURNAL OF STRATEGIC INNOVATIVE MARKETING 61

Z’ers attitude and behavior towards church was rated on a 7-point Likert scale
(Table 2). About one half (46.5%) of Gen-Z’ers stated that the economic crisis had no
impact or a small impact on their visit to church, a 21.7% stated a neither small nor
big impact, and a 31.8% stated a quite big to very big effect. As regards the hours
spend in church per month by Gen-Z’ers; 33.1% indicated that they do not go to
church at all (0 hours/month); 35.7% spend 1-4 hours/month; 18.2% spend 5-9
hours/month; and 13.0% spend more than 10 hours per month in church.
Gen-Z’ers attitudes towards church and faith during the economic crisis are
presented in Table 2. Fourteen statements produced by extensive qualitative
research and literature review were rated on a 7-point Likert scale (1=completely
disagree up to 7= completely agree). Results revealed that no statement has mean
score (MS)>6. One statement has MS>5: “Faith generates solidarity among people”
(MS=5.11), and three statements MS ≥4.00; with the statement “Faith in any religion
helps psychologically people in times of crisis” (MS=4.56), being the highest of the
three MS. The statement that has the lowest MS is “The economic crisis affected my
faith in God.” with MS=2.26.

Table 2. Gen- Z’ers attitudes towards church, faith, and economic crisis

Statements 7 6 5 4 3 2 1 MS
Faith generates solidarity among 5.11
23.7 21.9 25.4 16.7 1.8 3.5 7.0
people (1.690)
Faith in any religion helps
4.56
psychologically people in times of 13.2 18.4 22.8 25.4 7.0 3.5 9.6
(1.714)
crisis
I believe in the prophecies the Elder 4.12
13.9 11.3 14.8 33.9 3.5 4.3 18.3
Paisius (1.929)
I believe in the prophecies of the 4.00
12.2 4.3 20.9 36.5 4.3 3.5 18.3
great fathers (1.826)
The relationship with the church
3.91
helps us withstand the economic 5.2 13.0 19.1 33.9 5.2 6.1 17.4
(1.750)
crisis
I believe in the prophecies of Kosmas 3.83
9.6 6.1 20.9 33.0 3.5 5.2 21.7
Aitolos (1.874)
I believe that Church is the prop
3.76
when people go through difficult 6.1 13.9 16.5 30.4 0.9 10.4 21.7
(1.904)
situations.
I believe that after the economic
3.68
crisis people go more often to the 5.2 7.0 25.2 25.2 7.0 11.3 19.1
(1.780)
Church or believe more.
We have to go to church 3.61
14.0 4.4 20.2 20.2 2.6 8.8 29.8
(2.143)
I believe that after the economic 3.47
4.4 8.8 16.7 28.9 6.1 11.4 23.7
crisis people believe more in God. (1.820)
In the Church I find what I need 3.43
6.1 9.6 4.3 39.1 7.8 7.8 25.2
(1.826)
The economic crisis is a crisis of
2.97
values and can be solved by the 1.7 4.3 13.0 24.3 9.6 20.9 26.1
(1.646)
world turning to church
Monasticism is a solution when 2.62
3.5 5.3 4.4 24.6 1.8 20.2 40.4
there is an economic crisis or war (1.777)
The economic crisis affected my faith 2.26
6.1 2.6 0.9 18.4 0.9 15.8 55.3
in God (1.815)

5.4. Factor Analysis

Factor analysis was continuously employed on the 14 statements to reduce the
items into fewer variables and proceed to further analysis. Factor analysis regarding
62 RELIGION IN THE CONTEXT OF ECONOMIC CRISIS: THE GENERATION’S Z PERSPECTIVE

Gen- Z’ers attitudes towards church and faith, and economic crisis produced four
factors (KMO=0.812; BTS=797.913; df=91; p=0.00) accounting for 68.2% of total
variance (T.V.). The four factors were named based on the items that consist the
factor, i.e. “Prophecies and solidarity”; “Psychological empowerment”; and
“Religiosity and crisis”. The four factors derived were continuously treated as new
variables to proceed to segmentation based on Gen- Z’ers attitudes. Cluster analysis
with these four variables produced three segments (Table 3). ANOVA statistics
revealed that all four factors contributed in the statistically difference of the three
clusters’ behavior.

Table 3. Segmentation based on attitudes towards church and faith

1st 2nd 3rd Statistics

ANOVA
Factors of attitudes based on church and faith cluster, cluster, cluster, (p)
F
n=68 n=15 n=32
Q1. The situation in the Mediterranean -
3.88 3.20 2.72 23.267 0.000
international political scene has affected me
Q2. The economic crisis has affected me
4.13 3.07 3.66 11.658 0.000
Q3. I go to church
2.02 4.20 1.56 43.441 0.000
F1: “Prophecies and solidarity” (I believe in
the prophecies the Elder Paisius; I believe in
the prophecies of the great fathers; 3.16 4.40 2.09 49.030 0.000
Faith generates solidarity among people; I
believe in the prophecies of Kosmas Aitolos)
F2: “Fulfillment of esoteric needs” (The
economic crisis is a crisis of values and can be
solved by the world turning to church; We need 2.57 3.87 1.69 50.188 0.000
-have to go to church; In the Church, I find
what I need)
F3: “Psychological empowerment” (The
relationship with the church helps us
withstand the economic crisis; I believe that
after the economic crisis people believe more in
2.78 3.80 1.91 55.746 0.000
God; I believe that after the economic crisis
people go more often to the Church believes or
more; Faith in any religion helps
psychologically people in times of crisis)
F4: “Religiosity and crisis” (Monasticism is a
solution when there is an economic crisis or
war;
2.81 2.27 1.66 29.516 0.000
The economic crisis affected my faith in God; I
believe that Church is the prop when people go
through difficult situations.)

Source: The Authors

Following, chi-square tests with cross-tabulation (Table 4) were performed to

investigate if any statistically significant differences exist between the socioeconomic
and demographic characteristics of the Gen-Zers and the three derived clusters.
Results revealed that three out of nine chi-square tests were statistically
significantly different. Specifically, the cross-tabulation tests produced the following
differences: Gen-Zers’ Age (X2=30.342; Df=8; p=0.000); Rural or Urban area of
residence (X2=13.005; Df=2; p=0.01) and Monthly net family income in Euros
(X2=23.551; Df=10; p=0.009); indicating that there is a relationship between these
socioeconomic and demographic variables and the three clusters’ behavior. On the
other hand, no statistically significant differences were produced from Gen- Zers’
Gender (X2=1.960; Df=2; p=0.393); Marital Status (X2=1.705; Df=2; p=0.428);
Education (X2=6.749; Df=8; p=0.367); Occupation (X2=11.976; Df=12; p=0.447);
 INTERNATIONAL JOURNAL OF STRATEGIC INNOVATIVE MARKETING 63

Number of people in the family working (X2=7.210; Df=6; p=0.311) and Number of
people in the family fired (X2=9.414; Df=6; p=0.146).

Table 4. Socioeconomic, demographic characteristics and clusters

Demographic Cluster I Cluster II Cluster III

(%) (%) (%)
Gender: X2=1.960; Df=2; p=0.393
Male 27.9 40.0 40.6
Female 72.1 60.0 59.4
Age : X2=30.342; Df=8; p=0.000
18 10.3 6.7 0.0
19 14.7 13.3 18.8
20 13.2 60.0 50.0
21 35.3 20.0 6.3
22 26.5 0.0 25.0
Marital Status: X2=1.705; Df=2; p=0.428
Single 91.2 86.7 96.9
Married/ Divorced/ separated/
widowed 8.8 13.3 3.1

Education: X =7.523; Df=8; p=0.481

2

1. Gymnasium 5.9 0.0 0.0

2. Lyceum 86.8 100.0 100.0
3. Post-secondary 5.9 0.0 0.0
4. Bachelor 1.5 0.0 0.0
Occupation: X2=11.976; Df=12; p=0.447
1.Professional/Business man 4.4 0.0 3.1
2.Private servant 11.8 0.0 6.3
3.Skilled – unskilled worker 4.4 0.0 0.0
4.University student 61.8 73.3 71.9
5.Housewife 5.9 13.3 0.0
6.Retired 0.0 0.0 3.1
7.Unemployed 11.8 13.4 15.6
Rural-Urban area: X2=13.005; Df=2; p=0.001
Rural 39.7 46.7 78.1
Urban 60.3 53.3 21.9
Monthly net family income (Euros): X2=23.551; Df=10; p=0.009
Up to 600.00 33.8 33.3 15.6
600.01-1000.00 35.3 46.7 37.5
1000.01-1500.00 20.6 6.7 9.4
1501.01-2000.00 0.0 13.3 25.0
2000.01-2500.00 7.4 0.0 9.4
> 2500.01 2.9 0.0 3.1
Number of people in the family working X2=7.210; Df=6; p=0.311
0 – nobody 11.8 0.0 15.6
1 32.4 33.3 43.8
2 41.2 33.3 25.0
3+ 14.7 33.4 15.6
Number of people in the family fired: X2=9.414; Df=6; p=0.146
No one fired 58.8 86.7 65.6
1 family member 29.4 0.0 15.6
2 family members 7.4 13.3 15.6
3+ family members 4.4 0.0 3.1

Cluster I: “Believing without belonging in a church congregation”, representing 59.1%

of the total sample. This segment has the highest FCC for the statement “the
economic crisis has affected me” (Q2) with FCC= 4.13 and secondly for the
statement “The situation in the Mediterranean - international political scene has
affected me” (Q1) with FCC=3.88, whereas Gen-Zers tend to agree with this
statement. These two statements have the highest FCC compared to the other two
derived clusters. This cluster also disagrees that it attends church (FCC=2.02) and
as to the other variables in the cluster (i.e., F1, F2, F3, and F4) they tend to/ or
64 RELIGION IN THE CONTEXT OF ECONOMIC CRISIS: THE GENERATION’S Z PERSPECTIVE

neither agree nor disagree towards them (2.51<FCC<3.49); with FCCs ranging from
2.57-3.16. Additionally, and to our surprise, this segment has the highest FCC
towards the factor F4 “Religiosity and crisis” compared to the other cluster; meaning
it is the cluster that believes (compared to the other clusters) that the crisis in some
way or another has a positive impact on religiosity, faith, and church attendance.
This cluster, in comparison to the other two segments, is the most educated one; it
represents the highest percentage of the Gen-Zers that have a Bachelor degree and
postsecondary education. It is also the segment with the higher percentage of
females (72.1%); older Gen-Zers, i.e. 21 and 22 years of age (61.8%); residents of
urban areas (60.3%); and fired family members due to the economic crisis and
austerity measures (41.2%). Their families’ net monthly income comes under three
main categories: <600.00 Euros (33.8%); 600.01-1000.00 Euros (35.3%) and
1000.01-1500.00 Euros (20.6%). They are as the other segments in majority single
and students in a Higher Education Institute.
Cluster II: “Religious Gen-Zers” is the smallest of the three clusters representing
13.1% of the total sample (15 Gen-Zers). This segment has FCC>4.00 for two
variables: Factor 1 “Prophecies and solidarity” FCC=4.40; and for the statement “I go
to church” (Q3) with FCC= 4.20. This group can be named “Religious Gen-Zers”.
This segment consists mainly of females (60%); 20 years of age (60%); single
(86.7%); with secondary education (100%); and is the segment which all its members
are dependent from others (university students 73.3%; housewives 13.3% and
unemployed 13.4%). This Gen- Zer group is divided almost equally regarding area of
residence in urban (53.3%) and rural area (46.7%). This segment is the “lucky
segment” in the sense that they have the largest percentage (86.7%) who had no
member of the family fired due to the memorandum and austerity measures
compared to the other segments. They also have at least one member in the family
working; specifically divided equally (33.3%) have 1, 2 and 3+ members in the family
that have a job. This segment is in its majority a low-income segment; where Gen-
Zers family’s income is up to 1000.00 Euros (80.0%).
Cluster III: “Secular Gen-Zers” represents the 27.8% of Gen-Zers. This segment
does not have any FCC>4.00; and has the higher FCC towards the statement “the
economic crisis has affected me” (Q2) with FCC= 3.66, which it tends to agree
(3.50<FCC<4.00). Secondly, the next higher FCC has the statement “The situation in
the Mediterranean - international political scene has affected me” (Q1) with
FCC=2.72, where Gen-Zers tend to be indifferent to this statement. All other
statements or factors have FCC<2.10 meaning that the Gen-Zers in this group
disagree with these statements/ factors. This segment does not have any connection
with religion, religiosity, and church attendance. They are the secular segment.
It consists as of almost the same percentage of men and woman as with the 2nd
segment (40.6% males and 59.4% females). This segment does not have 18-year-old
participants at all, and has the smallest percentage of 21- year old Gen-Zers; while
the majority falls in the 20-year-old category. The subjects in this group are single
(96.9%); and university students (71.9%). Additionally, this is the group which
resides in its majority in rural area (78.1%) and only a small percentage lives in
urban areas (21.9%); with the highest percentage of no-members in the family
working (15.6%) and one member working (43.8%) and 1 or 2 family members fired
due to the economic crisis (31.2%). Lastly, this groups’ family net monthly income is
up to 1000.00 Euros (37.5%).
 INTERNATIONAL JOURNAL OF STRATEGIC INNOVATIVE MARKETING 65

6. Conclusion
The applicability of the marketing concept and basic values and principles in
promoting social causes such as church membership was supported very early in
the literature [58] [59]. In today’s marketing communications, religious institutions
worldwide can employ novel approaches to attract more members [60]. The Greek
Church, one could argue, has become more people oriented and played a prominent
role in the years of the financial crisis. Even though the scope of this paper was not
to evaluate how the youngest adult generation perceives the Greek Church, nor
examine the church’s main marketing practices, there is no doubt that Gen-Z’ers
feel actively involved and embraced by the church. For most of the participants in
the research it seems that the church holds the role of a protective shelter in these
hazardous economic conditions. What is apparent from the results of the study, is
that Gen-Z’ers are eager not only for the religious teachings and beliefs – which are
very important especially for one group of the participants-, but mostly for the social
and emotional assistance and encouragement they find. This kind of support is of
great value to them in such a harsh economic situation. This young generation
appreciates basic values such as solidarity; taking care and offering help and
support to the weaker ones, those in financial need is very important to them. From
a managerial perspective, this is important for both non-profit and profit
organizations who want to target this young generation and try to strengthen the
relationship with them. Marketing programs that encompass philanthropic and
other social responsibility practices could be effective in approaching this
generation. Future research could study and shed light to the relationship that
people of all age groups have with the church in periods of crisis.

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