Crafting Persuasive Ads: Key Design Elements Driving Sustainable Consumption Among China’s Generation Z

Sustainable consumption is increasingly recognised as a crucial global development goal.However, the role of advertising in promoting sustainable consumption behaviours among China's Generation Z remains underexplored.This study investigated the influence of advertising design elements on sustainable consumption behaviours among this demographic.We surveyed 414 participants, focusing on sustainable consumption messages, visuals, and symbols.Using frequency analysis, multiple response analysis, and chi-square cross-tabulation, we identified key elements that resonate with Generation Z.Our findings indicate that advertisements featuring practical, authentic messages, and creative visual narratives, especially those incorporating culturally resonant symbols and utilising new media and social platforms, significantly enhance the effectiveness of sustainable consumption advertising.These insights offer valuable guidance for marketers and researchers in crafting impactful sustainable consumption advertisements.