The Impact of Sustainability, Brand Engagement, and Digital Platforms on Generation Z's Purchasing Decisions

This study investigates the impact of sustainability, brand engagement, and digital platforms on the purchasing decisions of Generation Z (Gen Z), a demographic cohort known for its social consciousness and technological fluency. Employing a mixed-methods approach, data were collected through surveys and in-depth interviews with 30 Gen Z participants aged 18–25. The research explores the extent to which sustainability influences brand loyalty, identifies the key factors driving brand engagement, and assesses the role of digital platforms particularly social media and online reviews in shaping brand perception. The findings reveal that sustainability and social impact are crucial factors in influencing Gen Z's purchasing behaviour, with a strong correlation between ethical practices and brand loyalty. Brand engagement is closely tied to reputation, product quality, and authenticity, while digital platforms, although influential, rank lower in importance compared to sustainability and brand reputation. These insights provide valuable implications for marketers aiming to align their brand strategies with the values and expectations of Gen Z consumers. The study contributes to the growing body of literature on value-driven consumption and highlights the need for brands to prioritize ethical practices and transparent communication to secure long-term consumer trust and engagement among Gen Z.