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

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.

Abstract