Keywords: Generation Z
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Journal Articles
European Journal of Marketing (2025) 59 (13): 452–487.
Published: 29 September 2025
...., Generation Z). Design/methodology/approach It uses a mixed-method approach, combining structural equation modeling and chain mediation analyses based on survey data with thematic analysis of 21 in-depth interviews. Findings The study finds that general goals shape healthism, or one’s orientation...
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