A study on the factors influencing sustainable social media consumption among Generation Z through sustainability, ease of use, trust, social influence, and subscription convenience concerning YouTube Streaming

Introduction: The increase in Software as a Service (SaaS) revolutionized streaming services and changed how people consume digitally. Most of these facilities use massive amounts of energy, which raises concerns about the environment and social impact of the technology. The study examines how awareness of sustainability, ease of use, social influence, trust, and subscription convenience drive sustainable streaming behavior among Generation Z, reducing environmental strain.Methods: A quantitative research approach was used to investigate the factors influencing responsible streaming behavior among Generation Z. Participants were recruited using a non-probability convenience sampling method. The 206 responses were collected from students aged 18 to 25 studying in Higher Educational Institutions from different academic departments in India. Results: The findings reveal that streaming platforms must increase sustainability awareness through campaigns to promote sustainable streaming behavior. Ease of use is essential, suggesting that user-friendly features encourage responsible actions like reducing video quality or downloading videos. Social influence is a strong predictor, emphasizing the role of peer norms and societal expectations in promoting sustainable, responsible streaming behaviors. Conclusions: Streaming services can use peer recommendations and community engagement to promote responsible, sustainable streaming behavior among Generation Z. Streaming services have a social impact by offering access to diverse content and contribute to issues like excessive screen time and algorithm-driven information that limit exposure to different opinions. To mitigate these social impacts, platforms should introduce screen time reminders and enhance algorithms to promote balanced, inclusive content, ensuring that streaming continues as a positive and developing societal factor