Harnessing green purchase intention of generation Z consumers through green marketing strategies

Business Strategy & Development, Год журнала: 2024, Номер 7(3)

Опубликована: Авг. 6, 2024

Abstract Drawing on value‐belief‐norm theory and the of planned behavior, this study examines gap between application green marketing strategies their effectiveness in harnessing purchase intentions through attitudes use generative artificial intelligence (AI) by Generation Z consumers. This explores a mediated moderating model using partial least squares structural equation modeling with data collected from 357 randomly selected The results reveal that among three strategies—green advertising, labeling, packaging—only packaging has direct positive influence intention, while others do not. Moreover, attitude been found to be significant mediator relationship intention. suggests cannot directly spark intentions; instead, these depends intervening variables like attitude. Furthermore, also shows AI young consumers enhances role toward Based findings, implications for practice are provided, followed arguments research limitations directions future studies.

Язык: Английский

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Artificial Intelligence in Retail Marketing: Research Agenda Based on Bibliometric Reflection and Content Analysis (2000–2023)

Informatics, Год журнала: 2024, Номер 11(4), С. 74 - 74

Опубликована: Окт. 9, 2024

Artificial intelligence (AI) is fundamentally transforming the marketing landscape, enabling significant progress in customer engagement, personalization, and operational efficiency. The retail sector has been at forefront of AI revolution, adopting technologies extensively to transform consumer interactions, supply chain management, business performance. Given its early adoption AI, industry serves as an essential case context for investigating broader implications behavior. Drawing on 404 articles published between 2000 2023, this study presents a comprehensive bibliometric content analysis applications marketing. used VOSviewer (1.6.20.0 version) Bibliometrix (version 4.3.1) identify important contributors, top institutions, key publication sources. Co-occurrence keyword co-citation analyses were map intellectual networks highlight emerging themes. Additionally, focused 50 recent was selected based their relevance, timeliness, citation influence. It revealed six primary research streams: (1) behavior, (2) marketing, (3) performance, (4) sustainability, (5) (6) trust. These streams categorized through thematic relevance theoretical significance, emphasizing AI’s impact sector. contributions are twofold. Theoretically, it integrates existing outlines future areas such role domain From empirical standpoint, highlights how can be applied enhance experiences improve operations.

Язык: Английский

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Influence of Ai on the Impulsive Buying Behaviour of Gen-Z

Опубликована: Янв. 1, 2025

Artificial intelligence is considered as one of the greatest drivers and triggers in market, especially for new generations, currently market led by this generation called Gen-Z. The study conducted to evaluate buying behaviour generation-z who are triggered impulsive attracted towards artificial its commands while shopping online, through Stimulus-Organism-Response model estimates parameters purchases exhibited generation-Z. outcome SEM highlights that accuracy, interactivity insights directly drive amongst gen-z.

Язык: Английский

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How Technology Readiness Influences Behavioral and Purchasing Intention: Serial Multiple Mediating Role of Attitude toward AI and AI-Driven Consumer Chatbot Experience

Research Square (Research Square), Год журнала: 2025, Номер unknown

Опубликована: Март 6, 2025

With the rise of AI in digital consumer experiences, one key challenges for businesses is predicting and influencing consumers’ behavioral purchase intentions AI-driven interactions. In this regard, there appears to be a knowledge gap literature that cannot determined regarding effect technology readiness on purchasing and, accordingly, mediating role attitude toward chatbot experience. Therefore, research aims determine relationships among readiness, technology, experience, intentions, intentions. The primary focus study evaluate impact Turkish consumers' through serial multiple roles customer A questionnaire designed line with purpose was applied 423 respondents using chatbots during shopping Although does not directly affect experience play relationship between motivations intention.

Язык: Английский

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The Impact of AI-Powered Try-On Technology on Online Consumers’ Impulsive Buying Intention: The Moderating Role of Brand Trust

Sustainability, Год журнала: 2025, Номер 17(7), С. 2789 - 2789

Опубликована: Март 21, 2025

Within the global wave of manufacturing intelligence, AI technologies are revolutionizing industrial frameworks through deep integration. As a resource-intensive sector, fashion has become pivotal arena for assessing AI’s role in sustainable development. China, world’s largest apparel producer, faces unique integration challenges, highlighting intersection innovation and sustainability. To further explore impact AI-powered try-on technology on impulsive buying intentions young Chinese consumers, this research utilizes modified version stimulus–organism–response (SOR) model. From lens online shopping, investigates how key features technology, such as visual vividness, interactive control, personalized configuration, ease use, affect intentions. Additionally, study examines mediating roles perceived utilitarian value, hedonic immersion, alongside moderating brand trust. A structured survey was conducted with 366 participants, data were analyzed using partial least squares (PLS) method. The findings reveal that four core attributes have positive effect Furthermore, along influence trust, substantiated. In realm effectively stimulates behavior drives purchases. These results offer valuable theoretical insights enhancing applications, while also providing strategic guidance brands e-commerce platforms developing AI-driven marketing approaches.

Язык: Английский

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Sustainable Consumption and Branding for Gen Z: How Brand Dimensions Influence Consumer Behavior and Adoption of Newly Launched Technological Products

Sustainability, Год журнала: 2025, Номер 17(9), С. 4124 - 4124

Опубликована: Май 2, 2025

Generation Z is emerging as a powerful force in shaping global consumer behavior, particularly the market of digital and technological products. This study examines how specific branding dimensions, such online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, knowledge, influence Gen Z’s purchase emphasizing sustainable consumption. Sustainable consumption, this context, refers to preference for tech products that minimize environmental impact through eco-friendly design, energy efficiency, responsible sourcing. Using quantitative approach, cross-sectional research explores effects knowledge on purchasing newly launched align with sustainability. Data were collected from sample using combination convenience systematic sampling, multiple regression analysis identified most significant predictors intention. The results indicate loyalty play crucial roles, having greater while awareness also contribute. However, engagement intention have weaker effects. These findings suggest brands targeting should prioritize building strong, trustworthy, engaging presence highlighting their sustainability efforts, when consumers favorable interactions brand, perceive its image positively, trust it, feel loyal they are more likely consider offerings. enhances understanding behavior offers insights businesses seeking foster consumption by importance developing marketing strategies strengthen cultivate clearly communicate values, content, transparent messaging, eco-conscious branding, effectively among environmentally conscious digitally driven generation.

Язык: Английский

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AI-Driven Features, Brand Experience, and Their Impacts on Purchase Intention: Samsung S24 Case Study in a Developing Country

Springer proceedings in business and economics, Год журнала: 2025, Номер unknown, С. 529 - 541

Опубликована: Янв. 1, 2025

Язык: Английский

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The Role of AI-Generated Personalization in Influencing Tokopedia’s Consumer Experience

Springer proceedings in business and economics, Год журнала: 2025, Номер unknown, С. 500 - 514

Опубликована: Янв. 1, 2025

Язык: Английский

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Roles of logistics service quality in shaping generation Z customers’ repurchase intention and electronic word of mouth in E-commerce industry

PLoS ONE, Год журнала: 2025, Номер 20(5), С. e0323962 - e0323962

Опубликована: Май 28, 2025

As e-commerce continues to reshape retail landscapes, logistics service quality (LSQ) has become a crucial determinant of customer trust, satisfaction, and long-term engagement. This study investigates the impact dimensions on behavioral intentions Generation Z consumers within Vietnam’s rapidly expanding sector. The research focuses how various LSQ factors—timeliness, personal contact quality, order accuracy, condition, discrepancy handling, return convenience—affect trust which subsequently influence repurchase intention electronic word-of-mouth (eWOM). A quantitative approach was employed, gathering data from 495 with prior online shopping experience. Partial Least Squares Structural Equation Modeling (PLS-SEM) used test proposed model its hypotheses. found that key attributes play significant role in shaping both which, turn, drive eWOM. However, findings indicate Z’s expectations for seamless experiences vary across different attributes. While factors such as handling contribute they do not necessarily build highlighting generation’s high standards perception these aspects fundamental rather than differentiating features. challenges traditional frameworks by evolving digital-native consumers. It offers practical insights businesses, emphasizing need strategic blend technological efficiency, personalized interactions, post-purchase services enhance loyalty competitiveness digital marketplace.

Язык: Английский

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Digital Branding With Social Media Instruments

IGI Global eBooks, Год журнала: 2025, Номер unknown, С. 257 - 286

Опубликована: Май 9, 2025

How brands interact with their audiences has been completely transformed by the emergence of social media platforms and widespread use digital technologies. Generation Z is a crucial group for brand engagement since they are cohort that heavily involved in ecosystems. exhibits distinct behavioral patterns preferences, desire consciousness, inclusivity, authenticity branding. The purpose this chapter to examine dynamics branding about Z, focusing on how tools influence attitudes, perceptions, loyalty. Digital demands paradigm change from conventional marketing strategies ones dynamic, interactive, value-driven. Brands may establish deep enduring relationships utilizing adjusting tactics reflect ideals. In addition providing practical advice practitioners negotiating intricacies twenty-first century, aims advance scholarly discussion.

Язык: Английский

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