Digital Habits Shape Sustainable Online Shopping Decisions among Gen Z

This study examines the role of digital in shaping consumer behaviour among Gen Z for sustainable purchases. Semi structured interviews use 18 informants in collecting data through qualitative methodology following by thematic analysis. The findings highlight three key themes: Digital Behaviour of Perceptions and Motivations of Gen Z, Online Shopping Habits and Decision-Making Factors, including Views on Sustainability and Sustainable Shopping. Informants reveal that most of them lack knowledge of digital behaviour, will purchase the products based on customer reviews and put efforts to save the planet. Nonetheless, price comparison becomes the greatest obstacle in educating people on how to practice sustainable online shopping. Generally, this research focuses on the significant contribution of social media in producing Gen Z that assemble sustainable habits in their daily life.