Abstract

The second part of this Special Issue aims to further explore Generation Z’s values, motivations, attitudes, intentions, behaviours, and consumption models in continuity with the first part. These digital natives display distinguished behaviour, which is worth further investigating. Knowing everything about the youngest cohorts of consumers is paramount because it allows us to determine the best marketing strategies marketers can use to target this generation. We include the summary of the four articles making up this second part of the Special Issue.