Gen Z Across Markets

Yan Sun () and Eleonora Cattaneo ()
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Yan Sun: Oxford Brookes University
Eleonora Cattaneo: Glion Institute of Higher Education

Chapter Chapter 1 in Gen Z's Fashion Revolution, 2025, pp 1-24 from Springer

Abstract: Abstract While Generation Z consumers share some common characteristics globally, there are also differences in buying behaviour across markets due to cultural, economic, and societal factors. This chapter will discuss similarities and differences focusing on: fashion trends and influences, online shopping and mobile usage, global and local brand preferences.

Keywords: GenZ consumers; Fashion trends; Purchase behaviour; Differences across markets; Conflicted consumption (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-72916-4_1

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DOI: 10.1007/978-3-031-72916-4_1

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