Autori
Zinola, Anna
Rodriguez, Carlos Gago

Titolo
An Analysis of Purchasing Attitudes and Behaviors in Gen Z and Gen Alpha
Periodico
Micro & macro marketing
Anno: 2025 - Volume: 102 - Fascicolo: 3 - Pagina iniziale: 661 - Pagina finale: 677

In a cultural landscape redefined by connectivity, activism, and rapid innovation, the youngest generations are transforming the meaning of consumption itself. Generation Z and Generation Alpha, shaped by fluid identities and digital environments, no longer respond to traditional marketing logics: they demand authenticity, transparency, and memorable experiences. This study explores their evolving expectations and behaviors, analyzing how brands can engage with them through immersive experiences, inclusive narratives, and purpose-driven strategies. Through emblematic cases, the research highlights how values like micro communities and technological fluency are redefining brand-consumer relationships. The findings offer a lens through which to anticipate future shifts in the marketplace, where identity, status and participation may outweigh ownership and belonging.



SICI: 1121-4228(2025)102:3<661:AAOPAA>2.0.ZU;2-F
Testo completo: https://www.rivisteweb.it/download/article/10.1431/118670
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/118670

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