Skip to content

Oxton Research Identifier · persistent identifiers and open metadata for scholarly publications

ORI — Oxton Research Identifier Oxton Research Identifier
Menu

ORI record

ORI:10001/2026.0010 Published

GENERATION Z AND CONSUMER BEHAVIOR: BRAND IDENTIFICATION, PERCEIVED AUTHENTICITY AND PURCHASE INTENTION

Geovanna Neres Andrade1, Larissa Rodrigues Vera1, Nicole Hellen Souza Oliveira2, Rafaela Gabrielle Fernandes Silvestre1, Rafaela Sanches Bizutti1, Prof. Me. Eder Freitas1

  1. 1Paulista University
  2. 2Paulista Univerisity

Oxton Science JournalOxton Education

Published
10 Nov 2026
Volume and issue
Vol. 2, n. 1
Pages
33–47
Language
English
Type
Review article
License
CC BY 4.0
Access article View in journal Cite

Abstract

Introduction: Generation Z consumes in a digital environment saturated with campaigns, and brand authenticity and brand identification are seen as relevant bonds, yet they are rarely tested together. Objective: to analyze what the literature supports about the effects of brand identification and perceived authenticity on Generation Z's purchase intention. Methods: integrative review with Crossref and PubMed queries (10/28/2026; 54 records screened, 5 included) and a directed search of 15 works, totaling 20, with thematic analysis, an evidence map and a documentary analysis of two cases (Calvin Klein and Duolingo). Results: the relations between identification and intention and between authenticity and intention have moderate support; those between authenticity and identification and the mediating role of identification, limited. Case indicators show reach and engagement, not identification or intention. Conclusion: a conceptual model with four propositions is proposed, still untested, which calls for empirical studies with Generation Z. The study is bibliographic.

Keywords

Generation ZConsumer behaviorBrand identificationBrand authenticityPurchase intention

Bibliographic metadata

TitleGENERATION Z AND CONSUMER BEHAVIOR: BRAND IDENTIFICATION, PERCEIVED AUTHENTICITY AND PURCHASE INTENTION
AuthorsGeovanna Neres Andrade; Larissa Rodrigues Vera; Nicole Hellen Souza Oliveira; Rafaela Gabrielle Fernandes Silvestre; Rafaela Sanches Bizutti; Prof. Me. Eder Freitas
Affiliations
  1. Paulista University
  2. Paulista Univerisity
JournalOxton Science Journal
Publication date10 Nov 2026
Received8 Nov 2026
Accepted9 Nov 2026
Volume and issueVol. 2, n. 1
Pages33–47
LanguageEnglish
Document typeReview article
PublisherOxton Education
ISSN3086-0881 (online)
Subject areasBusiness; Management; Economics

How to cite

ABNT

ANDRADE, G. N.; VERA, L. R.; OLIVEIRA, N. H. S.; SILVESTRE, R. G. F.; BIZUTTI, R. S.; FREITAS, P. M. E. GENERATION Z AND CONSUMER BEHAVIOR: BRAND IDENTIFICATION, PERCEIVED AUTHENTICITY AND PURCHASE INTENTION. Oxton Science Journal, v. 2, n. 1, p. 33-47, 2026. Available at: https://oriregistry.org/10001/2026.0010.

APA

Andrade, G. N., Vera, L. R., Oliveira, N. H. S., Silvestre, R. G. F., Bizutti, R. S., & Freitas, P. M. E. (2026). GENERATION Z AND CONSUMER BEHAVIOR: BRAND IDENTIFICATION, PERCEIVED AUTHENTICITY AND PURCHASE INTENTION. Oxton Science Journal, 2(1), 33–47. https://oriregistry.org/10001/2026.0010

Vancouver

Andrade GN, Vera LR, Oliveira NHS, Silvestre RGF, Bizutti RS, Freitas PME. GENERATION Z AND CONSUMER BEHAVIOR: BRAND IDENTIFICATION, PERCEIVED AUTHENTICITY AND PURCHASE INTENTION. OSJ. 2026;2(1):33-47. Available from: https://oriregistry.org/10001/2026.0010

BibTeX

@article{andrade202620260010,
  title = {GENERATION Z AND CONSUMER BEHAVIOR: BRAND IDENTIFICATION, PERCEIVED AUTHENTICITY AND PURCHASE INTENTION},
  author = {Andrade, Geovanna Neres and Vera, Larissa Rodrigues and Oliveira, Nicole Hellen Souza and Silvestre, Rafaela Gabrielle Fernandes and Bizutti, Rafaela Sanches and Freitas, Prof. Me. Eder},
  journal = {Oxton Science Journal},
  year = {2026},
  volume = {2},
  number = {1},
  pages = {33--47},
  issn = {3086-0881},
  url = {https://oriregistry.org/10001/2026.0010},
  note = {ORI: ORI:10001/2026.0010}
}

References

View 38 references
  1. Adegeest, D.-A. (2025, March 26). Calvin Klein’s latest viral campaign underscores power of celebrity endorsement. FashionUnited. https://fashionunited.uk/news/fashion/calvin-kleins-latest-viral-campaign-underscores-power-of-celebrity-endorsement/2025032680787
  2. Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5), 838–856. https://doi.org/10.1086/615047
  3. Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88. https://doi.org/10.1509/jmkg.67.2.76.18609
  4. Branca, G., D’Arco, M., Marino, V., & Resciniti, R. (2025). Beyond sustainability narratives: Exploring Generation Z’s shopping motivations in vintage fashion. Journal of Consumer Behaviour, 24(6), 3082–3103. https://doi.org/10.1002/cb.70050
  5. Brasil. (1990). Lei nº 8.078, de 11 de setembro de 1990: Dispõe sobre a proteção do consumidor e dá outras providências (Código de Defesa do Consumidor) [Law No. 8,078 of September 11, 1990: Provides for consumer protection and other measures (Consumer Protection Code)]. Diário Oficial da União.
  6. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
  7. Chan, D. (2023). A study on the factors influencing purchase intention of Generation Z users in virtual brand community. Communications in Humanities Research, 16(1), 278–289. https://doi.org/10.54254/2753-7064/16/20230020
  8. Duolingo. (2022, January 31). The Duolingo streak uses habit research to keep you motivated. Duolingo Blog. https://blog.duolingo.com/how-duolingo-streak-builds-habit/
  9. Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339–348. https://doi.org/10.1207/s15327663jcp1303_14
  10. Ferreira, M. C. O., Bizarrias, F. S., Cucato, J. S. T., & Silva, J. G. (2025). Atitude e intenção na compra de produto sustentável [Attitude and intention in the purchase of sustainable products]. Journal of Urban Technology and Sustainability, 8(1), 1–17. https://doi.org/10.47842/juts.v8i1.58
  11. Fisher, N. S., & Yoon, D. (2026). “Brands find me”—Generations X, Y, and Z and their brand engagement practices, motivations, and value cocreation perceptions on Instagram. Frontiers in Communication, 11, 1853345. https://doi.org/10.3389/fcomm.2026.1853345
  12. Francis, T., & Hoefel, F. (2018, November 12). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
  13. Grant, M. J., & Booth, A. (2009). A typology of reviews: An analysis of 14 review types and associated methodologies. Health Information & Libraries Journal, 26(2), 91–108. https://doi.org/10.1111/j.1471-1842.2009.00848.x
  14. Grubb, V. M. (2018). Conflito de gerações: Desafios e estratégias para gerenciar quatro gerações no ambiente de trabalho [Generational conflict: Challenges and strategies for managing four generations in the workplace]. Autêntica Business.
  15. Kotler, P., & Keller, K. L. (2019). Administração de marketing [Marketing management] (15th ed.). Pearson.
  16. Limeira, T. M. V. (2017). Comportamento do consumidor brasileiro [Brazilian consumer behavior] (2nd ed.). Saraiva Uni.
  17. Maffezzolli, E. C. F., & Prado, P. H. M. (2013). Identificação com a marca: proposição de um instrumento de medida [Brand identification: Proposal of a measurement instrument]. REAd. Revista Eletrônica de Administração, 19(3), 588–619. https://doi.org/10.1590/S1413-23112013000300003
  18. Michaelis. (n.d.-a). Autenticidade [Authenticity]. In Michaelis: Dicionário Brasileiro da Língua Portuguesa [Michaelis: Brazilian dictionary of the Portuguese language]. Melhoramentos. https://michaelis.uol.com.br/
  19. Michaelis. (n.d.-b). Identificar [To identify]. In Michaelis: Dicionário Brasileiro da Língua Portuguesa [Michaelis: Brazilian dictionary of the Portuguese language]. Melhoramentos. https://michaelis.uol.com.br/moderno-portugues/busca/portugues-brasileiro/identificar
  20. Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218. https://doi.org/10.1016/j.jcps.2014.11.006
  21. Morwitz, V. G., Steckel, J. H., & Gupta, A. (2007). When do purchase intentions predict sales?. International Journal of Forecasting, 23(3), 347–364. https://doi.org/10.1016/j.ijforecast.2007.05.015
  22. Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090–1098. https://doi.org/10.1016/j.jbusres.2013.06.001
  23. Ngo, T. T. A., Vo, C. H., Tran, N. L., Nguyen, K. V., Tran, T. D., & Trinh, Y. N. (2024). Factors influencing Generation Z’s intention to purchase sustainable clothing products in Vietnam. PLOS ONE, 19(12), e0315502. https://doi.org/10.1371/journal.pone.0315502
  24. Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., ... Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
  25. PVH Corp. (2025, March 18). Calvin Klein unveils new Spring 2025 campaign starring Bad Bunny. https://www.pvh.com/news/calvin-klein-spring-2025-campaign-bad-bunny
  26. Samara, B. S., & Morsch, M. A. (2005). Comportamento do consumidor: Conceitos e casos [Consumer behavior: Concepts and cases]. Pearson.
  27. Silva, L. R., & Almeida, V. M. C. (2024). eSports’ event sponsorship: Sponsor’s brand authenticity, brand equity and purchase intention. BAR – Brazilian Administration Review, 21(Suppl. 1). https://doi.org/10.1590/1807-7692bar2024240138
  28. Snelling, G. (2025, April 10). ‘Dead the sh*t out of it’: How Duolingo scored its most viral hit ever by murdering its mascot. Fast Company. https://www.fastcompany.com/91313082/duolingo-dead-duo-owl-social-media-campaign
  29. Södergren, J. (2021). Brand authenticity: 25 years of research. International Journal of Consumer Studies, 45(4), 645–663. https://doi.org/10.1111/ijcs.12651
  30. Souza, M. T., Silva, M. D., & Carvalho, R. (2010). Revisão integrativa: o que é e como fazer [Integrative review: What it is and how to do it]. Einstein (São Paulo), 8(1), 102–106. https://doi.org/10.1590/S1679-45082010RW1134
  31. Theocharis, D., & Tsekouropoulos, G. (2025). Sustainable consumption and branding for Gen Z: How brand dimensions influence consumer behavior and adoption of newly launched technological products. Sustainability, 17(9), 4124. https://doi.org/10.3390/su17094124
  32. Tolbize, A. (2008). Generational differences in the workplace. Research and Training Center on Community Living, University of Minnesota. https://rtc.umn.edu/docs/2_18_Gen_diff_workplace.pdf
  33. Torraco, R. J. (2005). Writing integrative literature reviews: Guidelines and examples. Human Resource Development Review, 4(3), 356–367. https://doi.org/10.1177/1534484305278283
  34. Wang, C., Liu, T., Zhu, Y., Wang, H., Wang, X., & Zhao, S. (2023). The influence of consumer perception on purchase intention: Evidence from cross-border e-commerce platforms. Heliyon, 9(11), e21617. https://doi.org/10.1016/j.heliyon.2023.e21617
  35. Whittemore, R., & Knafl, K. (2005). The integrative review: Updated methodology. Journal of Advanced Nursing, 52(5), 546–553. https://doi.org/10.1111/j.1365-2648.2005.03621.x
  36. Wu, Y., & Zhu, W. (2021). The role of CSR engagement in customer-company identification and behavioral intention during the COVID-19 pandemic. Frontiers in Psychology, 12, 721410. https://doi.org/10.3389/fpsyg.2021.721410
  37. Zhang, S., Fang, Y., Zhang, Y., & Zhang, S. (2022). The effect of brand internationalization strategy on domestic consumers’ purchase intention: Configuration analysis based on brand authenticity perspective. Frontiers in Psychology, 13, 891974. https://doi.org/10.3389/fpsyg.2022.891974
  38. Zhang, X.-Y., Chao, C.-T., Chiu, Y.-T., & Chen, H.-S. (2024). Study of the correlation between streaming video platform content on food production processes and the behavioral intentions of Generation Z. Foods, 13(10), 1537. https://doi.org/10.3390/foods13101537

Record history

  1. Record created 9 Nov 2026, 15:55
  2. Status changed 9 Nov 2026, 15:55 draft → reserved
  3. Metadata updated 9 Nov 2026, 16:33 Fields: volume, issue, first page, last page
  4. Metadata updated 9 Nov 2026, 16:38 Fields: published date, fulltext url
  5. Status changed 9 Nov 2026, 16:38 reserved → published

I am an author of this publication — link it to your ORI researcher profile