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Digital Habits Shape Sustainable Online Shopping Decisions among Gen Z

International Journal of Humanities and Social Science
© 2024 by SSRG - IJHSS Journal
Volume 11 Issue 6
Year of Publication : 2024
Authors : Nurul Masyitah Khairul Haizat, Muhamad Fazil Ahmad
10.14445/23942703/IJHSS-V11I6P107
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How to Cite?

Nurul Masyitah Khairul Haizat, Muhamad Fazil Ahmad, "Digital Habits Shape Sustainable Online Shopping Decisions among Gen Z," SSRG International Journal of Humanities and Social Science, vol. 11,  no. 6, pp. 73-78, 2024. Crossref, https://doi.org/10.14445/23942703/IJHSS-V11I6P107

Abstract:

This study examines the role of digital in shaping consumer behaviour among Gen Z for sustainable purchases. Semi structured interviews use 18 informants in collecting data through qualitative methodology following by thematic analysis. The findings highlight three key themes: Digital Behaviour of Perceptions and Motivations of Gen Z, Online Shopping Habits and Decision-Making Factors, including Views on Sustainability and Sustainable Shopping. Informants reveal that most of them lack knowledge of digital behaviour, will purchase the products based on customer reviews and put efforts to save the planet. Nonetheless, price comparison becomes the greatest obstacle in educating people on how to practice sustainable online shopping. Generally, this research focuses on the significant contribution of social media in producing Gen Z that assemble sustainable habits in their daily life.

Keywords:

Digital habits, Sustainable shopping, Online shopping, Online shopping, Gen Z shopping behavior.

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