The Impact of Marketing Strategies on the Sustainable Purchaising Behavior of the Young Generation: A Generational and Communication Perspective

Sustainable consumption is currently one of the key topics in social and economics discourse, especially in the context of growing environmental awareness among consumers. Young generations, particularly Generation Z, represent asignificant consumer group whose purchasing behavior is influenced by environmental values, digital communication, and an emphasis on authenticity. This work focuses on the role of green marketing, transparency, brand credibility, emotional appeals, and digital media – including influencer marketing – which significantly support the shift from environmental attitudes to actual behavior. The influence of environmental knowledge and social factors on purchasing intentions is also important. The analysis further highlights the growing importance of modern technologies such as artificial intelligence, which enhances the effectiveness of green marketing tools. The findings emphasize the need for a comprehensive approach that combines education, authentic communication, and technological innovation to promote sustainable consumption among the younger generation.