SUSTAINABLE PURCHASING TRENDS AMONG GEN-Z: UNDERSTANDING THROUGH ONLINE MEDIA

Generation Z is turning out to be a major influence in creating sustainable consumption behaviours, especially 
in a context characterized by fast-paced digital connectivity. As digital natives, Gen-Z consumers are heavily 
dependent on online media platforms for information search, product assessment, and value creation. This 
research aims to analyse sustainable purchasing behaviors among Gen-Z and explore the impact of online 
media on their attitudes and decision-making towards environmentally responsible products. 
The research methodology is quantitative in nature and employs a structured survey among Gen-Z 
respondents selected from a wide range of educational and socio-economic settings. The study assesses the 
significance of various online media factors, such as social media content, digital influencers, online reviews, 
sustainability-focused campaigns, and brand transparency, in creating purchasing behaviour. It also examines 
the impact of digital exposure on awareness generation, trust development, and purchasing intentions for eco
friendly and responsibly produced products. 
Results show that Gen-Z is showing an increasing trend towards sustainable products that focus on the 
protection of the environment, ethical procurement, and social responsibility. Online media is identified as a 
key facilitator in enhancing sustainability awareness and having a positive impact on purchase intentions. 
Open digital communication, authentic influencer communication, and readily available sustainability 
information are identified as key drivers that encourage responsible consumption behaviour among Gen-Z 
consumers. 
This study makes an important contribution to the body of literature on sustainability-focused consumer 
research by emphasizing the relationship between digital media engagement and sustainable purchasing 
behaviour among Gen-Z consumers. This study offers valuable insights to organizations and marketers who 
are interested in encouraging environmentally responsible consumption behaviour through digital 
communication.