Consumer Decision-making Style of Gen Z: A Generational Cohort Analysis

The media and consumer research groups have been keeping the Millennials in spotlight for many years now; perhaps it is time to turn some of the attention on Gen Z, which began its foray into mainstream consumption. This exploratory study examines the shopping orientation of Gen Z online shoppers using the generational cohort theory (GCT) as a framework and provides insights to e-retailers to understand how this generation approaches the online...