Serbian Gen Z and the Gig Economy: Unveiling Perceptions and Motivational Factors

Abstract

This study investigates the engagement of Serbian Generation Z individuals in the gig economy, focusing on perceptions and motivational factors. Through an examination of existing gig economy platforms in Serbia, as well as a survey conducted among University of Belgrade students, the research explores student participation in the gig economy. Findings reveal that a smaller percentage of surveyed students participate in platform work (only 6.8%) and that females dominate this group. Factors such as financial support for tuition fees are associated with increased participation. Students offering skills via platforms primarily engage in tasks such as online classes and social media management, with average hourly rates of around 16 EUR. The study suggests the need for educational initiatives to raise awareness among young individuals and highlights the importance of further research to generalize findings and understand workforce segmentation within the gig economy.