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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. Paulista University
  2. Paulista Univerisity
Received
Nov 8, 2026
Accepted
Nov 9, 2026
Published
Nov 10, 2026
Issue
Vol. 2, No. 1 (2026), p. 33-47
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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.

KeywordsGeneration ZConsumer behaviorBrand identificationBrand authenticityPurchase intention
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References

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Article information

Section
Review Articles
History
Received Nov 8, 2026 · accepted Nov 9, 2026 · published Nov 10, 2026 (1 day from submission to publication)
Funding
No
Copyright
© 2026 Geovanna Neres Andrade, Larissa Rodrigues Vera, Nicole Hellen Souza Oliveira, Rafaela Gabrielle Fernandes Silvestre, Rafaela Sanches Bizutti, Prof. Me. Eder Freitas
License
CC BY 4.0

About the authors

Prof. Me. Eder Freitas — Master in Healthcare Management - Must University