Marco Rossi

This research explores the marginal stakeholder engagement and propensity to value cocreation in the fast-fashion industry by taking Generation Z consumers (GZCs) as observation unit and social networking sites (SNSs) as context of investigation. By undertaking 24 in-depth interviews with US and Italian GZCs, the study uncovers the main elements that influence their engagement generation on SNSs and highlights that at least four main paradoxes (PXs) exist in this scenario. Specifically, the interviewees reported that they do not trust those brands that make them feel as marginal consumers (PX1) and that they are likely to be extremely loyal to those brands that actively take them into consideration in their activities on SNSs (PX2). In addition, although GZCs concerned about the environment, in most cases, they will buy repeatedly from fast-fashion brands for convenience reasons (PX3). Finally, social dimension of GZCs engagement appears to be influenced by their peers' preferences (PX4). This research is the first that explored GZCs by considering them under the lenses of stakeholder engagement and offering novel insights about common believes on this generation of consumers. Therefore, theoretical and managerial implications are discussed to advance current knowledge on GZCs and to help the development of new strategies to engage them on SNSs.

‘My name is Ephraïm Naana, I have already told you on one of these many occasions when you have come here before closing time to speak about my school. In my village, since you ask me, there are not all the things which are to be found on the market here, there are only those which grow there: mangoes, potatoes, maize, bananas, papayas. And my primary school teacher told me that in other places there might be even fewer things; he said that in the market in Khartoum, in Sudan, the nation is vast but on the stalls there are only onions and white and red beans; and even though they were nicely arranged in piles, they were still only white beans, red beans and onions; and then he said that the world was big and that the hunger we experienced was not the worst of famines.