Social Media's Effect on Millennials and Generation Z's Green Purchasing Habits

Abstract

Purpose: The purpose of researching the impact of social media on millennials' and Generation Z's green purchasing habits is to better understand how these platforms influence their attitudes and behaviours towards environmentally conscious consumer choices. This data can help businesses and marketers target and engage these demographic groups more effectively, as well as shed light on the role of social media in promoting sustainable consumption and driving positive environmental change. Theoretical framework: There are two theories that can be used to understand the impact of social media on the green purchasing habits of millennials and Generation Z. Social Learning Theory suggests that individuals learn and adopt new behaviors by observing the actions and attitudes of others, including those they follow on social media and Norm Activation Theory states that Individuals are much more likely to engage in environmentally responsible behaviours when they believe such behaviours are the social norm and are supported by their peers and social media influencers. Design/methodology/approach: A descriptive research design was used to investigate social media's impact on the green purchasing habits of millennials and Generation Z. The current study has conducted a quantitative analysis of the data that was gathered using a questionnaire survey. Based on the age category, the respondents were chosen using the purposive sample technique. Focusing on a particular age group that falls within the millennial and generation Z categories was done via non-probability purposive sampling. There were 600 respondents in the sample used for the study. Findings: According to the study's findings, social media has a substantial impact on shaping the attitudes and behaviours of generation y and z groups towards environmentally conscious consumer choices. Research, Practical & Social implications: Businesses and marketers can use the findings of this research to better target and engage these demographic groups in promoting environmentally conscious consumer choices. We can gain a better understanding of the role of social media in promoting sustainable consumption and the potential for these platforms to drive positive change towards more environmentally responsible behaviours by investigating the impact of social media on the green purchasing habits of generation y and z groups. Originality/value: The originality and value of this study investigating the impact of social media on millennials' and Generation Z's green purchasing habits derive from its potential to inform strategies for promoting sustainable consumption and driving positive change towards a more environmentally responsible future.