Aktualisiert: 30. März 2020
We just started a long-term research project on understanding the consumption behaviour of Generation Z:
Why and how do the digital natives consume fashion?
What role do influencers play in their in the decision-making process?
How do sustainability related aspects shape their decision-making?
As academia and practioners recently began to fully understand the Millenials in their consumption behaviour, Gen Z remains obscure and opaque. The grasp of the signficant differences of Gen Z to the former generations is critical to both, sustainability focused scientists and managers calling for exploratory research!
Therefore we start with focus-group interviews to explore the yet widely uncharted research area in order to conceptualize the consumption-behaviour of Gen Z serving as a comprehensible map.