Generation Z in Asia: A Research Agenda

Abstract

Generation Z, including individuals born from the mid-1990s to the late 2000s, is said to be different from other generations before. Generation Z is said to be the generation of digital natives, with multiple identities; a worried and creative generation who value collaborative consumption; and a generation looking forward. The authors present here tentative observations of Generation Z in Asia using theoretical approaches and scientific backgrounds: the authors show how socialisation theory (parents and peer group) and technology (relationship with smartphones) offer meaningful perspectives to understand Generation Z behaviours in Asia. Finally, the authors ask some key questions about dealing with Generation Z in Asia in the field of smartphone use, consumer behaviour (shopping orientation), collaborative consumption (sharing), and work context.

Citation

Gentina, E. (2020), "Generation Z in Asia: A Research Agenda", Gentina, E. and Parry, E. (Ed.) The New Generation Z in Asia: Dynamics, Differences, Digitalisation (The Changing Context of Managing People), Emerald Publishing Limited, Leeds, pp. 3-19. https://doi.org/10.1108/978-1-80043-220-820201002