Review of Research on Consumer Behavior of Generation Z: Based on a Systematic Literature Review
DOI:
https://doi.org/10.54097/n1nk8g3pKeywords:
Generation Z; Consumer Behavior; Identity; New Types of Consumption; Digital Age; Systematic Literature ReviewAbstract
The young consumer group represented by Generation Z is rising strongly and will have a multi-dimensional impact on the entire consumer market. Therefore, systematically reviewing and analyzing the current research status of domestic Generation Z consumer behavior is conducive to accurately grasping the characteristics and problems, main motives and influencing factors of Generation Z's consumer behavior.
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