The Digital Generation: Branding and Consumer Behavior in Tech Adoption

This research investigates how different branding aspects influence Generation Z’s intention to purchase newly launched technological products designed for the agricultural sector. Given Gen Z’s strong digital engagement and preference for authenticity, sustainability, and innovation, branding plays a pivotal role in shaping their buying decisions. The study aims to assess the impact of key branding elements—such as brand experience, knowledge, image, trust, and loyalty—on the purchase intention of newly launched technological products with applications in agriculture management and informatics. As agricultural practices increasingly integrate smart farming technologies, data-driven decision-making, and precision agriculture, branding becomes crucial in ensuring the adoption of these innovations. Agricultural informatics—encompassing IoT-based monitoring systems, AI-driven analytics, and automated farm management solutions—relies on user trust and engagement for successful market penetration. Gen Z, a tech-savvy and socially conscious demographic, is particularly responsive to brands that emphasize efficiency, sustainability, and transparency in agricultural innovations. A quantitative research approach was adopted, utilizing a structured questionnaire administered to 302 Generation Z participants. Statistical analyses, including correlation and multiple regression, were conducted to examine the relationships between branding factors and purchasing behavior. The results indicate that online brand experience, brand knowledge, and brand image are the most significant predictors of purchase intention, highlighting the critical role of digital interactions, educational branding, and the perceived value of technology in optimizing agricultural processes. Although brand trust and loyalty influence consumer behavior, their impact is less significant than that of experience and knowledge. Although brand awareness and engagement correlate with purchase intention, they do not independently drive purchasing decisions. The study concludes that companies should prioritize enhancing digital brand experiences, providing transparent information, and reinforcing brand imagery to drive product adoption among Generation Z, particularly in the agricultural sector. As this generation continues to shape market trends, agricultural informatics, and smart farming technologies, businesses must craft branding strategies that align with Gen Z’s digital habits, values, and expectations. Future research should explore the long-term impact of branding on agricultural technology adoption and investigate the role of emerging technologies such as blockchain, AI, and big data in strengthening brand engagement and loyalty within the agricultural sector.