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Keywords: Generational differences
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (6): 893–904.
Published: 07 October 2025
...Weihua Wang Purpose This paper aims to analyze the psychological processes through which consumers purchase sustainable food to satisfy their higher level and basic-level needs by comparing the generational differences between Chinese Baby Boomers and Generation Z in the transformation from...
