A carregar...
Publicação
A gen Z study: the influence of sustainable tiktok Videos on consumer´s attitude and purchase Iintention in Germany
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 755.12 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Recently, Gen Z has become the largest group of consumers worldwide and as they are
being digitally driven by social media; this is the best way to reach them. One social media app has
become popular for this generation – TikTok. Another characteristic most Gen Z individuals show
is their cheerful outlook towards sustainability. That’s why this study investigates the influence of
sustainable TikTok videos on Gen Z’s consumer attitude and purchase intentions. Primary data
was collected using a self-administered online survey getting 241 valid responses from Gen Z
TikTok users in Germany. The data was analyzed utilizing linear regression analyses, helping to
answer the developed hypotheses. The research findings show that TikTok has an influence on Gen
Z’s consumer behavior. Therefore, it is recommended that sustainable brands promote their
products on TikTok. This study can aid marketers and researchers in comprehending the
consumer’s attitude towards TikTok videos and understanding how to use it as a base for future
studies and development of strategies that appeal to Gen Z’s demands
Descrição
Palavras-chave
Consumer behavior Consumer attitude Purchase intention Sustainability Sustainable brands Tiktok Social media Online advertisements Germany