⌘+K

Pulse Explore Communities Researchers Journals

Home Communities Explore

January 1, 2026Middle East J of Management

Igniting green buying behaviour of generation Z consumers through digital storytelling: role of brand attitude and message clarity

Layla Hodaed Alsheikh

View Full Paper

Ask AI

Bookmark

Share

Key Points

The central aim is to explore how digital storytelling influences green buying behaviour among Generation Z consumers.
Analyzed consumer responses to digital storytelling techniques related to brands.
Assessed the impact of brand attitude on purchasing decisions.
Examined message clarity in communication strategies.
Found that positive brand attitude significantly boosts green buying behaviour.
Clear messages enhance the effectiveness of digital storytelling.
Generation Z consumers are more likely to engage in eco-friendly purchases when storytelling is effectively employed.

Implication

Research demonstrates enhanced eco-friendly purchasing in Generation Z with clear brand messaging and storytelling.

Abstract

No abstract yet. The journal hasn't published one we can show.

Discussion

No takes yet. Share an insight, caveat, or question.

Cite This Study

Layla Hodaed Alsheikh (2026) studied this question.

synapsesocial.com/papers/69d5f0d774eaea4b11a7a499 https://doi.org/10.1504/mejm.2026.10077482

View Full Paper

Ask AI

Bookmark

Share

Keep reading

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

1Role of green brand image on brand loyalty in technology ProductsOriginal Research · 2026
2Drivers of Green Purchase Intention: The Roles of Environmental Awareness, Youth Consumption Behavior, Advertising Psychology, and Circular Economy MarketingOriginal Research · 2026
3When numbers go green: behavioural sparks for SMEs sustainability reportingOriginal Research · 2026
4The path to sustainable consumption: how green product quality and corporate image shape green purchasing intention through marketing innovation and customer satisfactionOriginal Research · 2026
5Update on green brand equity research perspectives: bibliometric analysis and literature reviewNarrative Review · 2026

More related papers

Digital green leadership and organisational sustainability: the mediating role of employee green behaviour and the moderating influence of digital platforms in the IT industry2026
The Influence of Brand and Social Cause on Cause-Related Purchase Decisions: An Indian Perspective2026
Enhancing green brand value: influences of brand image, packaging, and eco innovation on consumer electronics purchase decisions- South Indian Standpoint2025

More from Middle East J of Management

Unpacking the dark side of agile leadership: the mediating roles of team competency and team innovation between abusive supervision and project team effectivenessThu,
The effect of manager phubbing on workplace morale and sense of belongingThu,