Introduction
Millennials are credited with many so-called "disruptive" shopping behaviours and preferences, which make them a supposedly difficult target group to understand. Digital natives, Instagram and YouTube addicts, ecologically aware citizens, shoppers eager for authenticity, but sceptical about brands: here are some of the common places one can read here and there about this new generation of consumers. However, from a more rigorous sociological perspective, the term "millennials" may not convey a precise meaning: beyond the age variable, the concept of millennials does not come with any substantial and uncontroversial definition, be it in sociodemographic, behavioural or attitudinal terms. Hence,...