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Aktualisiert: 30. März 2020

We just started a long-term research project on understanding the consumption behaviour of Generation Z:

  1. Why and how do the digital natives consume fashion?

  2. What role do influencers play in their in the decision-making process?

  3. 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.


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