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

DOI

10.2991/978-94-6463-612-3_28How to use a DOI?

Keywords

Gen Z; Influencer Marketing; Social Media Campaigns; Email Marketing; Sustainable Consumption Behaviour

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.

Copyright

© 2024 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  - Insha Mirza
AU  - Zenab Javed
AU  - Rasmeet Kaur Malhi
PY  - 2024
DA  - 2024/12/31
TI  - The Impact of Digital Apps in Shaping Sustainable Consumption Behavior: A Study on Gen Z from Bhopal
BT  - Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD-2024)
PB  - Atlantis Press
SP  - 425
EP  - 442
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-612-3_28
DO  - 10.2991/978-94-6463-612-3_28
ID  - Mirza2024
ER  -