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While Generation Z consumers share some common characteristics globally, there are also differences in buying behaviour across markets due to cultural, economic, and societal factors. This chapter will discuss similarities and differences focusing on: fashion trends and influences, online shopping and mobile usage, global and local brand preferences.

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Gen Z Across Markets

  • 章节

  • 发表日期：

    2025年

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  • Yan Sun,
  • Eleonora Cattaneo

摘要

While Generation Z consumers share some common characteristics globally, there are also differences in buying behaviour across markets due to cultural, economic, and societal factors. This chapter will discuss similarities and differences focusing on: fashion trends and influences, online shopping and mobile usage, global and local brand preferences.