GENERATION Z AND CONSUMER BEHAVIOR: BRAND IDENTIFICATION, PERCEIVED AUTHENTICITY AND PURCHASE INTENTION Andrade, Geovanna Neres Vera, Larissa Rodrigues Oliveira, Nicole Hellen Souza Silvestre, Rafaela Gabrielle Fernandes Bizutti, Rafaela Sanches Freitas, Prof. Me. Eder Generation Z Consumer behavior Brand identification Brand authenticity Purchase intention 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. Oxton Education 2026-11-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Review article https://oriregistry.org/10001/2026.0010 Oxton Science Journal; v. 2 n. 1 (2026); 33-47 3086-0881 en https://oxtonscience.com/article/18/ info:eu-repo/semantics/restrictedAccess https://creativecommons.org/licenses/by/4.0/