Bessas, H. , Khalifa, K. , Tedjani, K. and Amara, S.B. 2025. The Impact of Brand Activism on Consumer Loyalty among Generation Z: An Analytical Study of the Relationship between Social Values and Purchasing Decisions. Journal of Ecohumanism. 4, 4 (Dec. 2025), 6564–6580. DOI:https://doi.org/10.62754/joe.v4i4.7228.