Which Generation is more Environmentally Conscious? A comparative study of Generation Z & Millennial to predict effect of Digital Ads on Green Buying Decisions.

Zaman, Khansa

This paper aims to investigate the impact of green YouTube Ads toward green brand attitude and purchase intention with moderating role of environmental consciousness. The data was collected from 349 social media users (Generation Z and Millennial) who frequently use YouTube for information or entertainment purpose. The data was collected in three-time lags by employing purposive sampling technique. Results of the study indicated that YouTube ads has a significant impact on developing green brand attitude which further form the purchase intention toward green products. Environmental consciousness is an important factor as it has a buffering effect on the relationship between green brand attitude and green purchase intention. The moderation and mediation model were assessed by using process model and it is found that purchase intention is developed in presence of green brand attitude and environmental consciousness. The results of t-test revealed significant difference between generation Z and Millennial, with former more inclined toward green buying. This study establishes its originality by employing Theory of Reasoned Action to investigate consumer’s attitude toward green YouTube ads by analyzing the effect of environmental consciousness. This study is significant to brand managers in terms of devising the brand communication policies and strategies through social media.

GENERATION Z; MILLENNIALS; CONSUMER behavior; INTERNET users; INTERNET advertising

Business & Economic Review (2074-1693), 2022, Vol 14, Issue 2, p113

2074-1693

Academic Journal

10.22547/BER/14.2.5