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

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.