Clustering studies on cultural consumption in the digital society. A systematic literature review on Gen Y and Gen Z

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ABSTRACT This research explores the nuanced cultural consumption behaviour of Generation Y and Generation Z and considers their centrality in shaping future cultural markets consistently with the rational addiction theory. Drawing upon a systematic literature review based on the Theory-Context-Characteristics-Methods (TCCM) framework, the paper attempts to construct a holistic understanding of the consumption patterns of these generations and the factors affecting them. Four groups of contributions emerged: those studying the determinants of the intention to consume cultural goods; those studying the determinants of attitudes towards cultural goods; those segmenting within the Gen-Y and Gen-Z cohorts; and those analysing the effect of the generational cohort on cultural consumption practices. On the basis of the findings and gaps which emerged, we elaborated a nomological network to guide future research towards unexplored areas, highlighting the importance of inspecting the link between actual consumption of cultural goods and perceived quality.