Connecting With Gen Z: Digital Strategies for Promoting Sustainable Consumption

Abstract

This study investigates the connection of Generation Z with sustainable consumption using digital strategies. To be precise, how digital strategies can make Gen Z practice sustainable consumption in their life. Research methodology involves qualitative method where semi-structured interview uses to collect primary data for this study. The results highlights that many people are affected by this digital marketing tactics on behalf of expanding the sustainable practice to Gen Z consumers. Additionally, upon making brighter future, consumers also expecting that sellers should manage the pricing on sustainable products where people commonly found it is pricier than regular items.

Keywords: Digital, gen z, strategies for promoting, sustainable consumption.