The Role of Social Media Marketing in Green Economy Products: A Gen Z Consumer Perspective

DOI

10.2991/978-94-6463-758-8_73How to use a DOI?

Keywords

Social Media; Green Economy; Gen Z; Marketing; Sustainability

Abstract

This study examines the role of social media marketing in green economy products from the perspective of Gen Z consumers, a generation increasingly concerned with environmental issues. In the context of rising sustainability awareness, social media has become an important platform for companies to promote eco-friendly products. This research aims to understand how social media influences Gen Z’s preferences and purchasing decisions regarding green economy products. Using a quantitative survey method involving 200 Gen Z respondents, the findings reveal that social media, through engaging content and influencer support, has a significant impact on purchasing decisions. Gen Z tends to prefer products that are transparent about sustainable practices, although price and design also play crucial roles. The implications of this research provide insights for companies to better optimize their digital marketing strategies in promoting green economy products. This study contributes to the literature by highlighting the growing significance of digital marketing in sustainability efforts, offering practical recommendations for businesses to engage Gen Z consumers effectively through social media platforms. The results emphasize the need for authenticity, clear communication of eco-friendly practices, and innovative design in green product marketing.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zakiyah Shalehah
PY  - 2025
DA  - 2025/07/30
TI  - The Role of Social Media Marketing in Green Economy Products: A Gen Z Consumer Perspective
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 875
EP  - 882
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_73
DO  - 10.2991/978-94-6463-758-8_73
ID  - Shalehah2025
ER  -