Abstract

The emergence of Generation Z, rapidly growing as consumers of the present and future, has led to the need to fully understand their purchasing processes, both in terms of behavior and underlying values. In the intergenerational studies conducted so far, two characteristics that distinguish them have been highlighted: 1) the almost exclusive use of online touchpoints and digital channels for both purchasing and socialization processes; 2) the strong dedication to environmental and social issues, as a basis for shared interest and debates. Despite the first attempts by marketing scholars, it is however unclear how these characteristics are developed and configured within Generation Z itself. Through a mixedmethod approach, this study focused on the relationship between the socalled «active» brands and Generation Z consumers, based on the personal interest shown by the latter in the causes sponsored by the brands. The results show that the members of Generation Z actually have different degrees of socio-environmental awareness (low-medium-high), and that these influence the purchasing behavior of active brands while also determining different brand relationship bases – with three profiles identified among highly conscious Gen Z consumers