The Impact of Digital Apps in Shaping Sustainable Consumption Behavior: A Study on Gen Z from Bhopal

Insha Mirza (), Zenab Javed and Rasmeet Kaur Malhi
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Insha Mirza: Institute for Excellence in Higher Education
Zenab Javed: Institute for Excellence in Higher Education
Rasmeet Kaur Malhi: The Bhopal School of Social Sciences

A chapter in Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024), 2024, pp 425-442 from Springer

Abstract: Abstract The study aims at analyzing the influence of digital applications on sustainable consumption behavior among Gen Z in Bhopal by considering how social media campaigns, influencer marketing and email marketing contribute towards impacting the same. Research on Sustainability aims to identify what digital strategies are best applicable to promote sustainability related to Social Influencing via these platforms and understanding the issues faced by Gen Z in switching towards sustainable practices. This paper collects theory from the reviewing of writing dependent on primary and secondary data by structured survey through Bhopal among Gen Z customers. The survey measures their digital interaction on sustainability content and sustainable consumption behavior in general. The ANOVA analyses the statistical significance of differences in sustainable behavior according to digital marketing strategies. The implications of the study suggests that some digital strategies are more effective at driving Gen Z towards sustainability than others, which have potential implications for companies and marketers trying to generate attention amidst this generation. The research ends by highlighting the prospective of digital apps to fulfil sustainable consumerism and offers some suggestions on how can we opt this medium as instrument towards inculcating better preferences for eco-friendly buying behaviors among young consumers from Bhopal.

Keywords: Gen Z; Influencer Marketing; Social Media Campaigns; Email Marketing; Sustainable Consumption Behaviour (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-612-3_28

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