Generation Z Consumer’s Behaviors and Values During and Post-Pandemic. A Systematic and Critical Review

Irene Fulco and Barbara Aquilani

Micro & Macro Marketing, 2023, issue 1, 21-42

Abstract: This study aims to analyze the literature on Generation Z consumer’s intentions, behaviors, and values related to the Covid-19 pandemic published within the management and marketing fields, adopting a systematic literature review (Slr), alongside a critical review. Elsevier’s Scopus database is scanned to access publications. The analysis sets out the main topics of the papers under investigation and allows a first overview of Generation Z consumer’s behaviors, values, attitudes, intentions and purchasing and consumption styles during the health crisis. By systematizing and collecting fragmented knowledge from the literature under review, the paper attempts to design a preliminary profile of the current Generation Z consumer. The study provides insightful suggestions to companies to adequately respond to the changing habits of Generation Z consumers. The results can contribute to map the new links between Generation Z and other generations (Baby Boomers, Generation X, and Millennials) and to formulate assumptions for deeper research in the field. The paper concludes with an insightful summary involving the challenges and future outlook.

Keywords: Generation Z; consumer behavior; Covid-19; systematic literature review; critical review (search for similar items in EconPapers)
Date: 2023
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