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Sustainable Consumption and Branding for Gen Z: How Brand Dimensions Influence Consumer Behavior and Adoption of Newly Launched Technological Products

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  • Dimitrios Theocharis

    (Department of Organization Management, Marketing & Tourism, International Hellenic University, 57400 Thessaloniki, Greece)

  • Georgios Tsekouropoulos

    (Department of Organization Management, Marketing & Tourism, International Hellenic University, 57400 Thessaloniki, Greece)

Abstract

Generation Z is emerging as a powerful force in shaping global consumer behavior, particularly in the market of digital and technological products. This study examines how specific branding dimensions, such as online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and brand knowledge, influence Gen Z’s purchase intention, emphasizing sustainable consumption. Sustainable consumption, in this context, refers to the preference for tech products that minimize the environmental impact through eco-friendly design, energy efficiency, and responsible sourcing. Using a quantitative approach, this cross-sectional research explores the effects of online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and knowledge on purchasing newly launched technological products that align with sustainability. Data were collected from a Gen Z sample using a combination of convenience and systematic sampling, and multiple regression analysis identified the most significant predictors of purchase intention. The results indicate that online brand experience, brand image, brand trust, and brand loyalty play the most crucial roles, having a greater effects on Gen Z’s purchase intention, while brand awareness and knowledge also contribute. However, brand engagement and behavioral intention have weaker effects. These findings suggest that brands targeting Gen Z should prioritize building a strong, trustworthy, and engaging online presence while highlighting their sustainability efforts, and when Gen Z consumers have favorable digital interactions with a brand, perceive its image positively, trust it, and feel loyal to it, they are more likely to consider purchasing its sustainable offerings. This study enhances the understanding of Gen Z’s consumer behavior and offers insights for businesses seeking to foster sustainable consumption by highlighting the importance of developing marketing strategies that strengthen online brand experience, cultivate trust and loyalty, and clearly communicate sustainability values, such as through engaging digital content, transparent messaging, and eco-conscious branding, to effectively foster sustainable consumption among this environmentally conscious and digitally driven generation.

Suggested Citation

  • Dimitrios Theocharis & Georgios Tsekouropoulos, 2025. "Sustainable Consumption and Branding for Gen Z: How Brand Dimensions Influence Consumer Behavior and Adoption of Newly Launched Technological Products," Sustainability, MDPI, vol. 17(9), pages 1-40, May.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:9:p:4124-:d:1648382
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    References listed on IDEAS

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    2. Abrar Alhomaid, 2025. "Building Trust in Sustainable Journeys: The Interplay Between Green Marketing, Green Brand Trust, and Tourism Purchase Intentions," Sustainability, MDPI, vol. 17(18), pages 1-21, September.
    3. Stefanos Balaskas & Ioannis Stamatiou & Kyriakos Komis & Theofanis Nikolopoulos, 2025. "Perceptions of Greenwashing and Purchase Intentions: A Model of Gen Z Responses to ESG-Labeled Digital Advertising," Risks, MDPI, vol. 13(8), pages 1-33, August.

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