Gen-Z Marketing Strategies: Understanding Consumer Preferences and Building Sustainable Relationships

Abstract

In the contemporary digital landscape, marketing strategies have become increasingly intricate due to the influence of Generation Z, a significant consumer group born between the mid-1990s and the early 2010s. This generation, labeled as "digital natives," presents unique challenges and opportunities for marketers, given their adeptness with technology and distinct shopping behaviors. To address these challenges, this research aims to conduct a thorough analysis of Generation Z's consumer preferences and effective marketing strategies for building sustainable relationships with them. Drawing from a multitude of qualitative studies spanning from 2010 to 2024, this study employs a systematic review approach to extract insights into Generation Z's preferences and behaviors. By synthesizing qualitative data and employing thematic analysis, the research uncovers recurring patterns, emerging trends, and socio-cultural influences shaping Generation Z's consumer behavior. Furthermore, the study explores the shift in preferences from physical products to experiences and the added value provided by brands. Key findings highlight Generation Z's inclination towards brands prioritizing social values, environmental concerns, and sustainability, as well as their reliance on social media influencers and preference for personalized experiences. The insights gleaned from this research are expected to provide valuable guidance for companies seeking to tailor their marketing strategies to effectively engage and resonate with Generation Z, thereby remaining competitive in the dynamic consumer market.

Full text

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 53 of 77
MAPPING IDEA & LITERATURE FORMAT
Gen-Z Marketing Strategies: Understanding
Consumer Preferences and Building Sustainable
Relationships
Karta Negara Salam1*, A. We Tenri Fatimah Singkeruang2, M. Fahrul Husni3, Baharuddin4, Dhita
Pratiwi A.R5
1,2,3,4,5 Department of Business and Finance, Institut Bisnis dan Keuangan Nitro. Makassar, Indonesia. Email:
karnesproperty@gmail.com*, wetenrifatimah@gmail.com2, m.fahrulhusni@nitromks.ac.id3,
Baharuddin.bakir@gmail.com4, dhitapratiwi.19@gmail.com5
Abstract In the contemporary digital landscape, marketing strategies have become increasingly
intricate due to the influence of Generation Z, a significant consumer group born between the
mid-1990s and the early 2010s. This generation, labeled as "digital natives," presents unique
challenges and opportunities for marketers, given their adeptness with technology and distinct
shopping behaviors. To address these challenges, this research aims to conduct a thorough analysis
of Generation Z's consumer preferences and effective marketing strategies for building sus tainable
relationships with them. Drawing from a multitude of qualitative studies spanning from 2010 to
2024, this study employs a systematic review approach to extract insights into Generation Z's
preferences and behaviors. By synthesizing qualitative data and employing thematic analysis, the
research uncovers recurring patterns, emerging trends, and socio-cultural influences shaping
Generation Z's consumer behavior. Furthermore, the study explores the shift in preferences from
physical products to experiences and the added value provided by brands. Key findings highlight
Generation Z's inclination towards brands prioritizing social values, environmental concerns, and
sustainability, as well as their reliance on social media influencers and preference for personalized
experiences. The insights gleaned from this research are expected to provide valuable guidance for
companies seeking to tailor their marketing strategies to effectively engage and resonate with
Generation Z, thereby remaining competitive in the dynamic consumer market.
Keywords: Generation Z, Consumer Preferences, Marketing Strategies, Digital Natives, Sustainable
Relationships, Social Media Influencers, Personalization, Experiential Marketing, Qualitative Research,
Thematic Analysis.
JEL Classification Code: M31, D12, D83, Q01, Z13, M39
1. INTRODUCTION
In the contemporary digital landscape, the emergence of Generation Z (Gen-Z), born between the
mid-1990s and the early 2010s, has profoundly influenced marketing strategies. This cohort, often
labeled as "digital natives," presents unique challenges and opportunities for marketers due to their
distinct shopping behaviors and interactions with brands. Understanding the consumer preferences of
Gen-Z and effectively building sustainable relationships with them have become imperative for
companies striving to remain relevant and competitive in the ever-evolving market.
Gen-Z, growing up in an age of advanced technology, exhibits distinct consumer preferences
compared to previous generations. They are not only accustomed to technology but also leverage it in
every aspect of their daily lives, including shopping experiences. This phenomenon has led to the
prioritization of certain values and characteristics in their consumer behavior. One prominent aspect
of Gen-Z consumer preferences is their inclination towards brands that prioritize social values,
Received: April 19, 2022
Revised: December 12, 2023
Accepted: January 30, 2024
*Corresponding author: Karta Negara
Salam, Department of Business and
Finance, Institut Bisnis dan Keuangan
Nitro. Makassar, Indonesia.
E-mail: karnesproperty@gmail.com

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 54 of 77
environmental concerns, and sustainability. Research indicates that this cohort tends to gravitate
towards companies that demonstrate a commitment to social responsibility and environmental
stewardship (Dragolea, 2023; Dabija, 2020). Furthermore, Gen-Z consumers are heavily influenced by
social media and corporate social responsibility efforts, which significantly impact their purchase
intentions (Raza, 2023). In addition to sustainability concerns, Gen-Z consumers value personalized
experiences and authenticity in brand interactions. They seek brands that offer unique experiences
tailored to their individual needs and preferences (Budac, 2014; Ameen, 2020). Moreover, the influence
of social media influencers plays a crucial role in shaping their purchasing decisions, highlighting the
importance of digital marketing strategies in reaching this demographic (Kahawandala, 2020). Effective
marketing strategies for Gen-Z extend beyond understanding their consumer preferences to building
sustainable relationships with this cohort. An omnichannel marketing approach has emerged as a
critical component in meeting the digital expectations and needs of Gen-Z consumers (ПРОБЛеМЫ,
2020). Companies must establish a presence across various online platforms and seamlessly integrate
their marketing efforts to create a cohesive brand experience. Moreover, transparency and authenticity
are key elements in fostering trust and loyalty among Gen-Z consumers. Brands that communicate
openly and authentically, aligning with the values and preferences of this demographic, are more likely
to establish long-term relationships (Ameen, 2020).
2. LITERATURE REVIEW PROCEDURE
In the ever-evolving digital era, marketing has become increasingly complex and dynamic. One of
the primary consumer groups under the spotlight in current marketing strategies is Generation Z. This
generation, born between the mid-1990s and the early 2010s, has emerged as a significant force in the
consumer market. Growing up in an age of advanced technology, they exhibit unique shopping
behaviors and interactions with brands. Hence, a profound understanding of consumer preferences
and how to cultivate sustainable relationships with Generation Z is crucial for marketers' success.
Generation Z, often referred to as "digital natives," has influenced the marketing landscape in
unprecedented ways. They are not only accustomed to technology but also leverage it in every aspect
of their daily lives, including shopping experiences. This phenomenon has created new challenges for
companies in crafting effective marketing strategies to attract and retain the attention of Generation Z.
To gain an in-depth understanding of Generation Z's consumer preferences and the factors influencing
their purchasing decisions, comprehensive and detailed research is required. This study will conduct a
thorough analysis of Generation Z's consumer preferences and the effective marketing strategies for
building sustainable relationships with them, enabling companies to remain relevant and competitive
in the ever-changing market. Generation Z, a highly influential and tech-savvy consumer group, is
characterized by a strong preference for sustainable products and a positive perception of retailers'
sustainability efforts (Dragolea 2023, Dabija 2020). They are also heavily influenced by social media
and corporate social responsibility, which significantly impact their purchase intentions (Raza 2023).
The implementation of an omnichannel marketing strategy is crucial in meeting their digital
expectations and needs (ПРОБЛеМЫ 2020). Brands must understand and cater to their unique needs
and behaviors, such as their reliance on social media influencers and their risk-averse nature (Budac
2014, Ameen 2020). Lastly, their purchasing habits are influenced by factors such as product features,
price consciousness, and social media identity (Kahawandala 2020).
One relevant phenomenon in this study is the shift in Generation Z's consumer preferences from
physical products to experiences and added value provided by brands. Generation Z tends to gravitate
towards brands that prioritize social values, environmental concerns, and sustainability. They also
prefer brands offering unique experiences and personalization that cater to their individual needs and
preferences. Therefore, marketing strategies focusing on creating positive experiences and highlighting
the added value provided by brands are crucial in capturing attention and winning the hearts of
Generation Z. The primary objective of this research is to identify Generation Z's consumer preferences
in-depth and uncover the factors influencing their purchasing decisions. Through a quantitative
approach, data will be collected from various relevant previous studies. This data will then be analyzed
and interpreted to gain a better understanding of Generation Z's consumer preferences and behaviors.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 55 of 77
Thus, the findings of this research are expected to provide valuable insights for companies in designing
more effec To elucidate the research methodology employing a qualitative approach, a systematic
review of prior research spanning from 2010 to 2024 will be conducted. The qualitative method aims
to delve into the nuanced aspects of Generation Z's consumer preferences and behavior, offering a
comprehensive understanding beyond numerical data. This approach involves the analysis of textual
data, thematic patterns, and underlying meanings extracted from previous studies.
The systematic review will commence with the identification of relevant academic literature
through reputable databases such as PubMed, Scopus, and Web of Science. Keywords pertaining to
Generation Z, consumer behavior, marketing strategies, and related themes will be utilized to refine the
search results. Inclusion criteria will be established to select studies that directly contribute to
understanding Generation Z's preferences and relationships with brands. Upon identifying potential
studies, a rigorous screening process will be employed to ensure the inclusion of high-quality research.
Studies will be assessed based on their relevance to the research topic, methodological rigor, and
credibility of findings. Articles meeting the inclusion criteria will be thoroughly examined to extract
pertinent information regarding Generation Z's consumer preferences, behaviors, and marketing
strategies.
Data extraction will involve systematically organizing and categorizing key findings, themes, and
insights derived from the selected studies. This process will enable the synthesis of qualitative data,
facilitating the identification of recurring patterns, emerging trends, and discrepancies across different
studies. Through a comparative analysis, common themes and divergent viewpoints regarding
Generation Z's preferences and brand relationships will be elucidated. Furthermore, thematic analysis
will be employed to uncover underlying meanings and interpretive frameworks embedded within the
qualitative data. By scrutinizing textual data for recurring themes, implicit messages, and socio-cultural
influences, a nuanced understanding of Generation Z's consumer behavior will be attained. This
qualitative approach emphasizes the exploration of subjective experiences, motivations, and
perceptions, providing rich insights into the complexities of generational dynamics in the consumer
market. The qualitative methodology employed in this research entails a systematic review of prior
literature, rigorous screening of relevant studies, data extraction, thematic analysis, and interpretation
of qualitative findings. By synthesizing insights from a diverse range of qualitative studies, this approach
aims to offer a comprehensive understanding of Generation Z's consumer preferences and facilitate the
development of effective marketing strategies tailored to this demographic cohort.
3. CONCLUSION AND PROPOSITION
Hypothesis 1: There is a positive relationship between the prioritization of social values, environmental
concern, and sustainability, and Generation Z consumers' preferences towards brands
promoting these values.
Hypothesis 2: The influence of social media on the purchasing behavior of Generation Z will enhance
their inclination towards brands endorsed by social media influencers they follow.
Hypothesis 3: Personalization of shopping experiences will increase engagement and loyalty among
Generation Z consumers towards brands capable of providing tailored shopping
experiences based on their individual preferences.
Hypothesis 4: The shift in Generation Z consumer preferences from physical products towards
experiences and added value offered by brands will drive companies to adapt marketing
strategies more focused on creating positive experiences and highlighting their added
value.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 56 of 77
Table 1: Mapping Literature
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
Determining
factors in shaping
the sustainable
behavior of the
generation Z
consumer
L. Dragolea, G.
Butnaru, S.
Kot, C.
Zamfir, A.
Nuta, F. Nuţă,
D. Cristea, M.
Ștefănică
Frontiers in
Environme
ntal
Science
11 2023
Sustainable behavior
of Generation Z
consumers is a
determining factor
from the perspective
of the task that this
generation will
naturally take on in
terms of
environmental
responsibility.
The methodology
used in the study is a
quantitative
approach,
specifically using
structural equation
modeling with
partial least squares
(PLSSEM) to
analyze the
sustainable behavior
of Generation Z
consumers based on
data collected
through a survey.
The paper provides
an overview of the
importance of green
marketing strategies,
the profile of
Generation Z
consumers, and
their sustainable
behavior, with a
positive relationship
between sustainable
behavior,
satisfaction, and
environmental
protection activities.
The "Measurement"
in L. Dragolea, G.
Butnaru, S. Kot, C.
Zamfir, A. Nuta, F.
Nuţă, D. Cristea, M.
Ștefănică (2023)
includes a 7-point
Likert-type scale for
measurement and 6
dimensions: green
marketing practices,
environmental
protection attitude,
environmental issues,
green consumer
identification, green
product purchase,
and environmental
protection.
The main findings include a
positive relationship
between the sustainable
behavior of Generation Z
consumers and their
satisfaction, as well as their
environmental protection
activities. However, there
was no relationship found
between their sustainable
behavior and the green
marketing practices of
organizations,
environmental issues, and
their identification with the
environmentally
responsible consumer.
Understanding
Digital Consumer:
Generation Z
Online Shopping
Prefences
-
Internation
al journal
of recent
technology
and
engineering
4 2019
Social media is an
alternative in online
shopping.
The methodology
used in the study
involved data
collection through a
direct survey from
513 respondents,
compilation of
survey questions
from previous
research and focus
group discussions,
and qualitative data
analysis using
descriptive analysis
to understand the
preferences of
-
The measurement in
(2019) is the survey
questions, compiled
from previous
research questions
and focus group
discussions.
The main findings of the
paper are that Generation
Z's preference for online
shopping is influenced by
various factors, leading
them to choose social media
as a first choice but also
appreciate marketplaces for
their convenience features.
The study is important for
the world of digital
marketing and can support
the planning of effective
and efficient digital
marketing strategies.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 57 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
generation Z in
online shopping.
A Qualitative
Approach to the
Sustainable
Orientation of
Generation Z in
Retail: The Case
of Romania
Dan-Cristian
Dabija,
Brândușa
Mariana Bejan,
Claudiu Pușcaș
- 24 2020
Retail networks
making a useful and
proactive contribution
to resource
preservation and
environmental
protection were
preferred by
respondents' preferred
retailers.
Qualitative empirical
research study using
a semi-structured in-
depth interview
guide, developed
based on the
literature, and
analyzed using
qualitative data
analysis procedures.
The paper aims to
highlight how
Generation Z
perceives the
sustainable
dimensions of
retailers in an
emerging market,
discussing the
favorable
orientation of
retailers towards
sustainability and
specific strategies
developed to satisfy
target segments,
while also
identifying
weaknesses in the
analyzed companies
and suggesting areas
for improvement to
be more successful
with customers.
The "Measurement"
in Dan-Cristian
Dabija, Brândușa
Mariana Bejan,
Claudiu Pușcaș
(2020) includes the
variables of
sustainability,
sustainable
development,
environmental
dimension of
sustainability, and
economic dimension
of sustainability.
- Generation Z members
have a favorable perception
of retailers' sustainability
orientation and specify
concrete measures
implemented by their
preferred retailers.
- Retailers should change
their business strategies to
properly educate consumers
towards the principles of
sustainable development.
- Future research could
compare the sustainable
behavior and attitude of
other consumer generations
when buying from retail
stores.
Role of Marketing
Strategies to
Generation Z in
Emerging Markets
M. Raza,
Sohaib uz
Zaman, Sahar
Qabool, Syed
Hasnain Alam,
Shafique -Ur-
Rehman
Journal of
Organisatio
nal Studies
and
Innovation
2 2023
Social media cognitive
engagement and
perceived corporate
social responsibility
have strong relation
with generation Z
purchase intention.
The methodology
used in the study
includes the
selection of the
target population,
sampling method,
validity and
reliability
measurement tests,
discriminant validity
The paper provides
a brief summary of
the research
methodology,
including the use of
an online survey
questionnaire, the
demographic profile
of the respondents,
and the reliability
The "Measurement"
in M. Raza, Sohaib uz
Zaman, Sahar
Qabool, Syed
Hasnain Alam,
Shafique -Ur-Rehman
(2023) includes the
following variables
and dimensions:
- The study found that the
four constructs played a
partially significant role in
Generation Z purchase
intention.
- The majority of
respondents were in the age
group of 23-25, with a
higher percentage of male

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https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 58 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
test, R-Square
analysis, and model
fit indices
calculation. The
study also utilized
Smart PLS 4.0 for
SEM analysis. The
methodology
involved a
comprehensive
approach to ensure
the accuracy and
reliability of the data
collected.
and validity
measurements of
the data collected.
- Social
Responsibility: The
brand/company is
socially responsible,
helps civil society
organizations, is
committed to
ecological issues,
returns to society, acts
thinking about
society, integrates
philanthropic
contributions,
behaves honestly with
customers, and
respects legal
regulations.
- Brand Image: Your
preferred brand is
desirable, strong in
character, and strong
in personality.
- Generation Z
Purchase Intention
(PI): Statements
related to the
intention to buy
products advertised
on social media.
These variables and
dimensions are used
to measure the
concepts established
participants, and a
significant number of
respondents were engaged
in e-shopping.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 59 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
in the research model
and ensure internal
consistency and
validity of the
instrument.
Generation Z:
Consumer
Behavior In Digital
Ecosystem
ЭКОнОМиК
А
ПРОБЛеМЫ,
РеШениЯ и
ПеРСПеКТи
ВЫ
Вестник
университ
ета
6 2020
The consumer
expectations and
consumer behavior of
Generation Z are
influenced by opinion
leaders and reference
groups.
The methodology
used in the study is
not explicitly
mentioned in the
provided passages.
The paper discusses
the behavioral
matters of
Generation Z and
their use of the
Internet to meet
their needs,
emphasizing the
absence of a
universal digital
format and the
importance of
omnichannel
marketing strategy
to meet their
expectations and
needs.
-
Identification of
opportunities and barriers
for omnichannel marketing
implementation for
Generation Z, definition of
Generation Z's media
preferences, and influence
of opinion leaders and
reference groups on
Generation Z's consumer
expectations and behavior.
Delineating the
Effects of Social
Media Marketing
Activities on
Generation Z
Travel Behaviors
Juanita C. Liu,
Chaohui
Wang, T.
Zhang,
Haohao Qiao
Journal of
Travel
Research
4 2022
Social media
marketing activities
were more susceptible
to Gen Z tourists
when choosing
destinations and were
more likely to pay a
premium for visiting
than their generational
counterparts.
-
The paper
investigates the
effects of social
media marketing
activities (SMMAs)
on Gen Z travel
behaviors,
highlighting their
susceptibility to
specific traits of
SMMAs and
differences in
influence between
Gen Z females and
The "Measurement"
in this paper is the
varying effects of
social media
marketing activities
(SMMAs) on Gen Z
travel behaviors,
specifically focusing
on the four traits of
SMMAs and the
differences between
male and female Gen
Z tourists. The
variables are the four
- Generation Z (Gen Z) has
become a significant
consumer group for
destination marketers.
- Social media marketing
activities (SMMAs) have
varying effects on Gen Z
travel behaviors, with Gen
Z tourists being more
susceptible to the traits of
SMMAs and more likely to
pay a premium for visiting
destinations compared to

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 60 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
males. It aims to
provide
constructive
directions for
marketers to
implement effective
SMMAs strategies
for Gen Z travelers.
traits of SMMAs
(entertainment,
trendiness,
interaction, and
word-of-mouth) and
the dimension is the
influence on Gen Z
travel behaviors.
other generations.
- There are gender
differences in the influence
of SMMAs on Gen Z travel
behaviors, with females
being more influenced by
customization and word-of-
mouth features, and males
being more sensitive to
entertainment features.
Generation Z in
the United Arab
Emirates: A Smart-
Tech-Driven
iGeneration
Nisreen
Ameen, A.
Anand
- 5 2020
Generation Z in the
UAE has five main
characteristics.
Not mentioned (the
paper does not
provide a specific
methodology or a
brief description of
the methods used in
the study)
The paper provides
an overview of
Generation Z in the
UAE, including
their characteristics
and preferences,
and emphasizes the
importance of
understanding their
needs for companies
to offer targeted
products and
services and a
suitable workplace.
The findings
suggest that
Generation Z in the
UAE has five main
characteristics: they
are digital natives,
highly influenced
by social
influencers, risk
averse, emotionally
mature, and highly
The "Measurement"
in Nisreen Ameen, A.
Anand (2020) is the
characteristics and
preferences of
Generation Z in the
UAE, including being
digital natives, highly
influenced by social
influencers, risk
averse, emotionally
mature, and highly
involved in political
debates.
The main findings of the
paper are that Generation Z
in the UAE has five main
characteristics: digital
natives, highly influenced
by social influencers, risk
averse, emotionally mature,
and highly involved in
political debates.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 61 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
involved in political
debates.
Profiling
purchasing
behavior of
Generation Z
Nadeesha
Kahawandala,
S. Peter,
Hiruni
Niwunhella
Internation
al
Conference
on Soft
Computin
g and
Software
Engineerin
g
2 2020
Marketers who want
to capture the
attention of this
segment of the market
need to know their
customers.
The methodology
used in the study is a
survey using a
structured
questionnaire to
gather data on the
purchasing habits of
Generation Z from
the angle of social
influence and
technology.
The paper discusses
the emergence of
Generation Z as
tech-savvy
consumers, outlines
the chief objective
of the study,
presents the unique
shopping habits and
preferences of
Generation Z, and
highlights the
influential factors
affecting their
purchasing
decisions.
The measurement in
Nadeesha
Kahawandala, S.
Peter, Hiruni
Niwunhella (2020) is
the purchasing habits
of Generation Z,
specifically from the
angle of social
influence and
technology. The
influential factors
include product
features, price
consciousness, family
recommendations,
computer literacy,
peer and social
influence, and social
media identity.
- Generation Z shoppers
have unprecedented
shopping habits and
preferences.
- Classical influential factors
such as product features,
price consciousness, and
family recommendations
significantly affect the
purchasing habits of
Generation Z.
- Computer literacy, peer
and social influence, and
social media identity also
have a significant influence
on the purchasing decision
of Generation Z.
Generation Z in
Pakistan:
Individualistic and
Collectivist in
Orientation
Ahmad Jamal - 8 2020
Generation Z
consumers in Pakistan
are active users of
social media platforms
connecting with local
and international
users, brands and
exchanging
information, photos,
videos, ideas, and
opinions with people
inside and outside
Pakistan.
Not applicable (the
paper does not
provide a specific
methodology or
research methods
used in the study)
The paper provides
an overview of the
characteristics,
consumption
patterns, and
preferences of
Generation Z in
Pakistan,
highlighting their
multilingualism,
collectivist
orientation with
individualistic
tendencies, and
The measurement in
Ahmad Jamal (2020)
includes the
percentage of
population under the
age of 25 in Pakistan,
information
processing ability of
Generation Z,
cultural and social
values underpinning
consumption choices
and social media
preferences, and
- Generation Z consumers
in Pakistan are active users
of social media platforms,
connecting with local and
international users and
exchanging information,
photos, videos, ideas, and
opinions.
- Generation Z in Pakistan
consists of confident, able,
and multilingual consumers
who are largely collectivists
in orientation but show

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
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Page 62 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
engagement with
brands via digital
platforms. It also
discusses the need
for effective
marketing strategies
and work-related
implications.
work-related
implications for
Generation Z in
Pakistan.
strong individualistic
tendencies.
- There is a need for
providing transformational
leadership and training
programs to harness the
intellectual skills of
Generation Z in Pakistan,
along with effective
marketing strategies for
handling Generation
consumers in Pakistan.
Marketing
Communication
Strategies for
Generation Y –
Millennials
Ljupka
Naumovska - 25 2017
Marketers are
interested in the
characteristics of
Generation Y.
The methodology
used in the study
involved conducting
a quantitative survey
of 172 Millennials
from Macedonia,
Bulgaria, and Greece
in the summer of
2016. The
respondents were
between the ages of
25 and 34, with a
distribution of 44%
males and 56%
females. The survey
was distributed via
email to 330
individuals, out of
which 172
responded. The
research method was
presented with
histograms in the
The paper provides
a comprehensive
overview of the
distinctive
characteristics and
consumer behavior
of Generation Y,
emphasizing their
heavy reliance on
digital media for
social interactions
and purchasing
goods, and the need
for a deeper
understanding of
their buying habits
and media
preferences for
effective marketing
strategies.
The measurement in
Ljupka Naumovska
(2017) involves a
quantitative research
method and a survey
conducted among
172 Millennials from
Macedonia, Bulgaria,
and Greece, focusing
on individuals
between the ages of
25 and 34. The survey
included questions
related to indicators
and main hypotheses,
centered around given
variables such as
preferred types of
advertising and
creative solutions that
grab the attention of
Millennials. The
measurement also
Millennials prefer web
portals and social platforms
for advertising and
messaging, with the use of
graphics and strong visuals
being the most effective
marketing strategy.
Additionally, honesty is a
driving concept in
packaging, design, PR, and
slogans.

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Page 63 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
result section, and
the questions from
the survey were
related to indicators
with the main
hypothesis and
centered around
given variables.
involved analyzing
respondents'
preferences for
different forms of
media and their
choices related to
packaging, design,
PR, and slogans.
Marketing
Learning
Communities to
Generation Z: The
Importance of
Face-to-Face
Interaction in a
Digitally Driven
World.
Julia Spears, S.
Zobac, A.
Spillane,
Shannon J.
Thomas
- 12 2015
The use of digital
media coupled with
face-to-face interaction
is identified as an
effective method of
marketing learning
communities to the
newest population of
incoming college
students.
Qualitative research
involving
identification of
marketing strategies
used by Learning
Community
administrators at
two large
universities, with a
focus on digital
media and face-to-
face interaction as
effective methods for
marketing to
Generation Z
students.
The paper discusses
the marketing
strategies utilized by
Learning
Community
administrators at
two large
universities in the
Midwest,
emphasizing the
effectiveness of
using digital media
and face-to-face
interaction to
market to
Generation Z
students, who are
technologically
savvy and expect to
receive information
through digital
media. The findings
suggest that current
trends of conveying
information
through digital
marketing strategies
should be utilized to
The "Measurement"
in Julia Spears, S.
Zobac, A. Spillane,
Shannon J. Thomas
(2015) is the
effectiveness of
marketing strategies,
particularly the use of
digital media and face-
to-face interaction, in
recruiting Generation
Z students into
Learning Community
programs. The
variables include
marketing strategies,
digital media usage,
face-to-face
interaction, and
recruitment success.
- The combination of
digital media and face-to-
face interaction is an
effective marketing strategy
for Learning Communities
targeting Generation Z
students.
- Generation Z students are
technologically savvy and
expect to receive
information through digital
media.
- LC administrators should
utilize current trends of
conveying information
through digital marketing
strategies to recruit
Generation Z students into
LC programs.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
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Page 64 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
recruit Generation
Z students into LC
programs.
Marketing to
Millennials:
Improving
Relationships with
Millennial
Consumers
Through Online
Advertising and
Social Media
Networking
S. Brown - 6 2016
The millennial
demographic is a
difficult group for
marketers.
The methodology
involves interviews
with industry experts
and millennial
consumers, as well as
investigation of
current literature.
The paper discusses
the increased
demand for
effective marketing
techniques to reach
millennials, the
changes in the
advertising world
due to the
complexity of the
millennial
population, and
aims to examine the
effectiveness of
traditional
marketing tactics
and the demand for
digital marketing in
reaching
millennials, as well
as marketing and
advertising
strategies for
building stronger
relationships with
millennial
consumers.
Not applicable (the
paper does not discuss
a specific
measurement with
variables and
dimensions)
The study explores the
effectiveness of traditional
marketing tactics and the
demand for digital
marketing in reaching
millennials. Conclusions
drawn from current
literature and interviews
with industry experts and
millennial consumers aim
to help brands and
marketing professionals
improve their strategies for
building and maintaining
profitable relationships
with millennial consumers.
Generation Z
consumers'
expectations of
interactions in
smart retailing: A
future agenda
Constantinos-
Vasilios
Priporas,
Nikolaos
Stylos, Anestis
K. Fotiadis
Comput.
Hum.
Behav.
250 2017
Smart technologies
have a significant
influence on
generation Z
consumers'
experiences.
Qualitative approach
using in-depth
interviews with a
non-probability
purposive sample of
The paper explores
Generation Z
consumers'
perceptions,
expectations, and
recommendations
The "Measurement"
in Constantinos-
Vasilios Priporas,
Nikolaos Stylos,
Anestis K. Fotiadis
(2017) is the use of a
- Generation Z consumers
are significantly influenced
by smart technologies in
their shopping experiences.
- They expect new devices

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
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Page 65 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
38 university
students in the UK
in terms of their
future interactions
in smart retailing
contexts,
highlighting their
significant influence
on consumer
experiences and
expectations for
new devices and
electronic processes.
It also defines smart
retailing as an
interactive and
connected retail
system that
supports
personalized
customer
experiences.
semi-structured
interview guide
consisting of 10
questions designed to
gather information on
the participants'
personal experiences
with smart retailing
and their expectations
for the future of
smart retailing. The
dimensions include
years of smartphone
use, shopping
purposes, and use of
smart technologies in
stores.
and electronic processes to
be widely available,
providing more autonomy
and faster transactions, as
well as enabling more
informed shopping
decisions.
- There is a concern among
some participants about the
potential effects of further
advancing smart retailing
on the job market.
Understanding
Generation Z
Perceptions of
Artificial
Intelligence in
Marketing and
Advertising
Thomas R.
Jeffrey
Advertising
& Society
Quarterly
2 2022
AI in marketing is
generally perceived by
young people.
Not mentioned (the
paper does not
provide a clear
methodology or
description of the
methods used in the
study)
The paper
investigates
Generation Z
perceptions of AI in
marketing, finding a
contradiction in
how AI in
marketing is
generally perceived
versus how specific
issues are perceived
among Generation
Z. Generation Z
shows a low level of
concern about the
use of AI in
Awareness and
understanding of AI
in marketing, concern
about data privacy,
concern about
psychological
profiling,
stereotyping, and
manipulation
- The study highlights the
lack of understanding of the
potential negative impact of
AI in marketing on
individuals and society.
- It reveals a contradiction
in the perception of AI in
marketing, with a low level
of general concern but
higher levels of concern for
specific issues related to
personal data, psychological
profiling, stereotyping, and
manipulation.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
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Page 66 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
marketing but
higher levels of
concern for specific
issues regarding
personal data,
psychological
profiling,
stereotyping, and
manipulation.
Branded Content:
A Bridge Building
Gen Z’s
Consumer–Brand
Relationship
Subhalakshmi
Bezbaruah, Jay
Trivedi
Vision:
The
Journal of
Business
Perspective
8 2020
Informative branded
content videos have a
more significant effect
on brand attitude
which further results
into purchase
intentions and
negative information
about the marketed
product among
consumers.
The methodology
used in the study
includes a descriptive
research design,
administration of a
structured
questionnaire on
Facebook with 470
responses, and data
analysis involving
various statistical
techniques.
Branded content
videos are perceived
as an effective form
of communication
to reach the Gen Z
generation, and
informative BCVs
have a significant
effect on brand
attitude, purchase
intentions, and
resilience towards
negative
information about
the marketed
product.
Branded content
videos (BCVs), Gen
Z’s attitude towards
the brand (AB),
Purchase intention
(PI), Resilience
towards the negative
information (RNI),
Celebrity
endorsement (CE)
Branded content videos
have a significant effect on
brand attitude, leading to
purchase intentions and
resilience towards negative
information about the
advertised product among
consumers. Informative
BCVs have a more
significant effect on brand
attitude. Celebrity
endorsements do not
moderate the relationship
between BCVs and brand
attitude.
Generation Z -
The Global
Market’s New
Consumers- And
Their
Consumption
Habits:
Generation Z
Consumption
Scale
Asst. Prof.
PhD. Mustafa
Özkan
- 38 2017
The shopping mall
culture that emerged
with globalization is
now taking its place to
internet shopping.
The methodology
used in the study
involved applying
questionnaires to
200 members of
Generation Z and
evaluating the data
obtained through
reliability and factor
analysis.
The paper discusses
the changing
consumer structure
and the
differentiation of
consumption
habits, particularly
focusing on the
Generation Z's
profile and its role
in these habits.
The measurement in
Asst. Prof. PhD.
Mustafa Özkan
(2017) is the
Generation Z
Consumption Scale,
which was developed
based on
questionnaires
applied to 200
members of
The study focuses on the
changing general
consumption habits and the
role of the Generation Z’s
profile in these habits,
emphasizing the shift from
shopping mall culture to
internet shopping and the
preference for ads made via
social media.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
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Page 67 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
Generation Z and
evaluated using
reliability and factor
analysis.
Understanding the
Attitude of
Generation Z
Consumers
Towards
Advertising
Avoidance on the
Internet
Madhobi
Hossain - 4 2018
Goal impediment,
privacy concern, and
negative experiences
are positively related to
advertising avoidance
online.
The methodology
used in the study
involved
investigating the
determinants of
advertising
avoidance among
Generation Z
consumers in
Bangladesh. The
data from 280
respondents were
analyzed using
descriptive statistics,
confirmatory factor
analysis (CFA), and
structural equation
modeling (SEM)
with the help of
SPSS.24 and
AMOS.17.
The paper
investigates
advertising
avoidance among
Generation Z
consumers in
Bangladesh and
identifies goal
impediment,
privacy concern, ad
clutter, and negative
experiences as
determinants of
online advertising
avoidance.
The "Measurement"
in Madhobi Hossain
(2018) includes the
variables: goal
impediment, privacy
concern, ad clutter,
and negative
experiences.
The study fills a gap in the
literature by investigating
the reasons for Generation
Z consumers in Bangladesh
to avoid online
advertisements. The
findings suggest that goal
impediment, privacy
concern, ad clutter, and
negative experiences are
positively related to
advertising avoidance
online.
Move over,
Millennials:
Generation Z is
changing the
consumer
landscape
J. Gutfreund - 24 2016
Gen Z consumers are
savvy consumers and
do not trust brands.
Answer not found
The paper provides
a brief summary of
Generation Z,
discussing their
characteristics,
preferences, and the
challenges for
brands in earning
their loyalty.
The "Measurement"
in J. Gutfreund
(2016) is the
characteristics and
preferences of
Generation Z,
including their values,
distrust of brands,
preferences for real
advertising and
personalized customer
The paper discusses the
characteristics and
preferences of Generation
Z, highlighting their
distrust of brands,
preference for real
advertising, and the
expectation of personalized
and efficient customer
service. It also emphasizes
the need for companies to

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
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Page 68 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
service, and their
expectation for
companies to use up-
to-the-minute data to
customize their
shopping and buying
experience.
use up-to-the-minute data
to customize the shopping
and buying experience for
this generation.
Generation X
versus Millennials
communication
behaviour on
social media when
purchasing food
versus tourist
services
Dan-Cristian
Dabija, B.
Bejan, N. Tipi
- 94 2018
Social media plays an
increasingly important
part in infl uence
consumers and their
consumption
behavior.
The methodology
involved conducting
an empirical and
exploratory study in
Romania over a
period of five
months in 2016,
using a
questionnaire as a
statistical tool. The
results were validated
using structural
equation modeling
in AMOS.
The paper
emphasizes the
importance of
understanding the
needs and
preferences of
Generation X and
Millennials for
companies, the
increasing
importance of
online presence for
retailers, and the
reliance of
Millennials on
online information.
It also discusses the
role of social media
in influencing the
purchasing behavior
of both generations.
The "Measurement"
in Dan-Cristian
Dabija, B. Bejan, N.
Tipi (2018) involves
statistical tests such as
Cronbach's α
coefficient, the KMO
criterion, Bartlett's
sphericity test,
exploratory factor
analysis, Eigen value,
% variance, χ 2, and df
to establish the
stability and validity
of the dimensions
used to characterize
each dimension. The
measurement also
includes the
assessment of the
respondents' use of
social media to
communicate
information about
food and tourist
services, with a focus
on the influence of
online information,
desire to be informed,
Answer not found

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
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Page 69 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
and characteristics
expected from
information.
Generation Z's
psychology and
new‐age
technologies:
Implications for
future research
Nisreen
Ameen,
Sameer
Hosany, Babak
Taheri
Psychology
&
Marketing
1 2023
Gen Z consumers and
global issues are areas
for future research.
Not applicable (the
paper does not
provide a
methodology or a
brief description of
the methods used in
the study)
The paper provides
an overview of
Generation Z's
consumer
psychology and
interactions with
new-age
technologies,
highlighting gaps in
understanding and
proposing future
research areas.
The proportion of
Generation Z in the
world's population,
Gen Z's consumer
psychology, and their
interactions with
new‐age technologies
Not applicable (the paper
does not present specific
findings or conclusions)
Millennial and
generation Z
digital marketing
communication
and advertising
effectiveness: A
qualitative
exploration
Alison Munsch - 76 2021
Digital
marketing/advertising
that is engaging,
informative and
influential to their
consumer behavior is a
challenge for
marketers in the
United States.
The methodology
used in the study
involved qualitative
methods such as
focus groups, an
online bulletin
board, and one-on-
one in-depth
interviews.
The paper discusses
the challenges of
developing effective
digital advertising
strategies for
Millennials, their
avoidance of digital
advertisements, the
need for new
insights to hold
their attention, and
the positive impact
of short digital
marketing/advertisi
ng with music,
humor, and social
media influencers
on both Millennials
and Generation Z.
The impact of digital
marketing/advertising
on Millennials and
Generation Z, with a
focus on the
characteristics of
effective digital
marketing/advertising
. Variables: content of
the digital
marketing/advertising
(short, with music,
humor, and social
media influencers)
and the age cohorts
(Millennials and
Generation Z).
Dimension: the
impact or
effectiveness of the
digital
Millennials are likely to use
digital distractions during
advertisements and are
unlikely to engage with
digital advertisements in
their entirety. Short digital
marketing/advertising with
music, humor, and the use
of social media influencers
has a positive impact on
both Millennials and
Generation Z.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
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Page 70 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
marketing/advertising
on consumer
behavior for these age
cohorts.
The Emergence of
Generation Z And
Its Impact in
Advertising
Duncan
Southgate
Journal of
Advertising
Research
41 2017
Effective advertising is
understanding the
changing consumer.
Not applicable
The summary is
that the paper
focuses on
Generation Z as the
next generational
focus in advertising
research.
The measurement in
Duncan Southgate
(2017) is the
understanding and
analysis of the
characteristics,
behaviors, and
preferences of
Generation Z as a
consumer group.
Not applicable (the paper
does not present specific
main findings or a summary
of results)
Consumer
Behavior in the
Information
Economy:
Generation Z
E. Grigoreva,
L. Garifova, E.
Polovkina
- 5 2021
Social networks are
becoming the main
channel for delivering
advertising
information to a
young audience.
The methodology
used in the study
involved conducting
a social survey and
interviewing 2,810
people, with a focus
on Generation Z
respondents.
The paper examines
the features of
consumer behavior
of Generation Z,
emphasizing their
digital consumption
habits, preference
for online shopping,
reliance on
smartphones and
tablets for
information and
purchases, and
inclination towards
co-creation with
brands,
collaboration, and
innovation.
The "Measurement"
in E. Grigoreva, L.
Garifova, E.
Polovkina (2021)
includes the influence
of social media on
consumer behavior,
such as the ability to
create and share
content, ease of use
and personalization,
low cost and language
support, expansion of
reach to links and
resources, and the role
of social media as a
sensory extension for
consumers.
Generation Z is
characterized as digital
consumers who are
comfortable with online
shopping and spend a
significant amount of time
online for various activities.
They expect co-creation
and innovation from
brands and employers,
indicating a desire for active
participation and
collaboration. Social media
plays a crucial role in
delivering advertising
information to Generation
Z, with a focus on visual
content and short formats,
reflecting their fragmented
consumption of
information.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
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Page 71 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
Analsis of the
Study of Digital
Marketing
Potential on
Product Purchase
Decisions in
Generation Z
Ayu Alfyya
Fathinasari,
Hery
Purnomo,
Poniran Yudho
Leksono
Open
Access
Indonesia
Journal of
Social
Sciences
0 2023
Sellers can share
content, conduct paid
advertising campaigns,
interact with users,
and build relationships
with audiences
through social media.
- -
The "Measurement"
in Ayu Alfyya
Fathinasari, Hery
Purnomo, Poniran
Yudho Leksono
(2023) is the potential
of digital marketing
for influencing the
purchasing decisions
of Generation Z.
- Generation Z's extensive
use of the internet presents
significant opportunities
for sellers to reach them
through digital platforms.
- Digital marketing can
effectively attract the
attention of Generation Z,
help them make buying
decisions, and enable better
personalization in
communication.
- By leveraging digital
technology and
understanding the
characteristics of
Generation Z, sellers can
create effective campaigns
to influence their
preferences and purchasing
decisions.
Millennials and
Generation Z: a
generational
cohort analysis of
Indian consumers
P. Thangavel,
P. Pathak, B.
Chandra
- 22 2021
Marketers need to
customize their value
offerings and
marketing
communications that
resonate well with
each generational
cohort.
The methodology
involved using the
generational cohort
theory as a
framework, adapting
questionnaire items
from past research,
conducting principal
components factor
analysis with promax
rotation, and
running ANOVA to
examine mean
The paper aims to
explore the
consumer decision-
making styles
among Indian
Millennials and
Generation Z e-
shoppers, revealing
differences in
dominant shopping
orientations and
enthusiasm for
online shopping,
Frugality (Price),
Convenience
(Home), Social
desirableness -
Shopping orientations
(decision-styles)
Frugality, convenience, and
social desirableness are the
most dominant shopping
orientations among Indian
Millennials and Generation
Z e-shoppers. Generation Z
are more enthusiastic about
online shopping than their
Millennial counterparts.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
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Page 72 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
differences between
the cohorts.
emphasizing the
need for customized
marketing strategies
for each
generational cohort.
Consumer
Decision-making
Style of Gen Z: A
Generational
Cohort Analysis
P. Thangavel,
P. Pathak, B.
Chandra
Global
Business
Review
45 2019
Gen Z online shoppers
are economic-quality
seekers, convenience
shoppers, and deal
hunting-convenience
seekers.
Cluster analysis (K-
means) and chi-
square analysis were
used to identify
segments of online
shoppers and profile
them based on
demographic data.
The paper examines
the shopping
orientation of Gen
Z online shoppers
using the
generational cohort
theory as a
framework,
identifies four
segments of Gen Z
online shoppers,
and provides
implications for
online retailers and
marketing
practitioners.
The measurement in
P. Thangavel, P.
Pathak, B. Chandra
(2019) is the cluster
analysis of nine online
shopping orientation
factors to identify
four segments of
online shoppers. The
specific variables and
dimensions of the
factors are not
explicitly provided in
the paper.
- The study identified four
segments of Gen Z online
shoppers based on their
shopping orientation
factors.
- Each segment was profiled
based on demographic data
through chi-square analysis.
- The paper provides
implications for online
retailers and marketing
practitioners.
Generation Z and
the tourist
experience: tourist
stories and use of
social networks
Hamed
Haddouche, C.
Salomone
- 63 2018
Gen Z seems to show a
great modesty during
their tourist
experiences.
The methodology
used in the study
involved semi-
directive interviews
and the narrative
research technique,
with the data being
analyzed through
content analysis.
The paper discusses
the tourist
experiences of
Generation Z, their
use of social
networks, and their
apprehension of
sustainable tourism,
highlighting their
modesty during
tourist experiences,
lack of focus on
sustainable tourism,
and suspicion and
-
- Generation Z
demonstrates modesty
during their tourist
experiences, contrary to the
perception of being a
narcissistic generation.
- Sustainable tourism is not
a key concept for the young
people interviewed.
- Generation Z is more
suspicious and vigilant with
regard to social networks

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 73 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
vigilance regarding
social networks.
and their use, compared to
Generation Y.
GENERATION
Z IN BRICK-
AND-MORTAR
STORES: A
REVIEW AND
RESEARCH
PROPOSITIONS
K. Vojvodić
Poslovna
izvrsnost -
Business
excellence
10 2019
The proper approach
to Generation Z
cohort seems to be
essential to capture
this market segment
more effectively and to
improve their overall
in-store shopping
experience.
The methodology
involves a
comprehensive
review of academic
and practitioner
literature to identify
the main features of
Generation Z in
brick-and-mortar
retail settings,
synthesizing current
findings, providing
insights for retailers,
and suggesting
future research
propositions.
The paper aims to
address the under-
researched topic of
Generation Z's
retail-related
behavior, identify
the main features of
Generation Z in
brick-and-mortar
retail settings,
present the results
of an extensive
review of recent
literature on
Generation Z
members and their
consumer-related
behavior, and
contribute to the
existing body of
knowledge on the
topic of Generation
Z.
-
- Generation Z consumers
prefer shopping in physical
stores despite being a digital
native generation.
- Generation Z consumers
expect technology to help
them make more informed
shopping decisions.
- Advanced technologies
provide retailers with
greater insights into the
habits and needs of
Generation Z consumers.
Assessing the
Online Purchasing
Decisions of
Generation Z
Anna Hidvégi - 14 2017
A third of young
people like to shop
online.
The methodology
used in the study is
an online survey
with 1055
participants to
gather information
about the online
shopping habits and
attitudes of
Generation Z
individuals.
The paper explores
the shopping habits
and attitudes of
Generation Z
individuals towards
online shopping,
highlighting their
reliance on personal
experience,
consideration of
quality and prices,
The "Measurement"
in Anna Hidvégi
(2017) is the online
consumer behavior
and shopping
preferences of
Generation Z,
including their
reliance on personal
experience,
consideration of
- Generation Z individuals
rely on personal experience,
prioritize quality and prices,
and mostly disregard other
people's opinions when
making purchasing
decisions.
- Despite the internet being
their main source of
information, they still seek

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 74 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
seeking input from
others, and the
limited applicability
of online shopping
preferences due to
age and
discretionary
income
(confidence: 90)
quality and prices,
and their proportion
who like to shop
online.
input from others before
making purchasing-related
decisions.
- A third of Generation Z
individuals like to shop
online, but due to their age
and discretionary income,
the findings currently apply
to only a small portion of
this segment.
Understanding
generation Z’s
travel social
decision-making
C. Dimitriou,
Emad
AbouElgheit
Tourism
and
hospitality
manageme
nt
25 2019 The proposed model
consists of five stages.
Generation Z and
Corporate Social
Responsibility
S. Uche - 10 2018
Brands should
communicate
corporate social
responsibility to its
stakeholders.
Not mentioned (the
paper does not
provide a specific
methodology or
description of the
methods used in the
study)
The paper explores
Generation Z's
attitudes and
perceptions towards
a brand's CSR
communication
efforts, evaluating
various variables
and examining how
the influence of
CSR
communication
efforts varies within
Gen Z based on
gender, race, and
political ideologies.
The measurement in
S. Uche (2018)
includes variables
such as progressive
values, diversity, pro-
social behaviors,
attitude toward a
brand, perceived
credibility, ulterior
motives,
commitment,
perceived trust, word
of mouth intentions,
and purchase
intentions. It also
examines how the
influence of CSR
communication
efforts varies within
Gen Z depending on
The main findings include
the exploration of
Generation Z's attitudes
and perceptions towards a
brand's CSR
communication efforts, the
influence of CSR
communication efforts
based on gender, race, and
political ideologies within
Gen Z, and the current
characteristics of Gen Z and
their involvement levels in
CSR.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 75 of 77
Title
Authors
Venue
Citation
count
Year
Abstract summary
Methodology
Summary
Measurement
Main findings
gender, race, and
political ideologies.

2024. The Author(s). This open access article is distributed under a Creative Commons Attribution
(CC-BY-SA) 4.0 license.
ISSN [Online]: 2776-6381
Karta Negara Salam et al., Golden Ratio of Mapping Idea and Literature Format, Vol. 4, Issue. 1 (2024)
https://doi.org/10.52970/grmilf.v4i1.351
Website: https://goldenratio.id/index.php/grmilf
Page 76 of 77
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