Abstract The impact of the parallel flow shear on the tokamak plasma stability and turbulent transport driven by the ion temperature gradient (ITG) modes is analyzed by means of local gyrokinetic numerical analyses. It is shown that the parallel flow shear increases the ITG growth rate in the linear regime, and induces a broadening and shift of the radial spectrum. Then, the different effects of the finite parallel shear on the ITG turbulence characteristics are deeply analyzed in the nonlinear regime. These studies highlight that a reduction of the thermal-ion turbulent heat flux is induced by a complex mechanism involving the nonlinear generation of an enhanced zonal flow activity. Indeed, the turbulent sources of the zonal flows are increased by the introduction of the finite parallel flow shear in the system, beneficially acting on the saturation level of the ITG turbulence. The study has been carried out for the Waltz standard case below the critical threshold of the destabilization of the parallel velocity gradient instability, and then generalized to a selected pulse of a recent JET scenario with substantial toroidal rotation in the edge plasma region. It is, thus, suggested that the investigated complex mechanism triggered by the finite parallel flow shear reducing the ITG turbulent heat fluxes could be complementary to the well-established perpendicular flow shear in a region with sufficiently large plasma toroidal rotation.