Consumer behavior is the subject of numerous studies. Companies and marketers research consumer behavior in order to be able to offer them the product that will best suit their needs. Every consumer has their own buying habits, so companies try to adapt as much as possible. Generation Z is a modern and fully digitized group of young people, who use technology and social networks for all their daily activities. This is a generation that spends more time online than in the real world, but as consumers they are very demanding, because they are aware of the harm that production has on the environment, they take care of health and appearance, they are ready to pay more for the product they want and consider to reflect their personality. In this paper, the habits of consumers of generation Z were investigated. The research showed that consumers of generation Z are very inclined to online shopping, which they consider to be safe, saves time and money and creates less stress than physically going to a store. Generation Z consumers are very difficult to influence because they are firm in their opinions and know what they want.