Scroll, Search, Decide: Zero Moment of Truth in Generation X, Y, and Z Consumers

The rapid growth of digital media and online information platforms has significantly transformed consumer purchasing behaviour, particularly at the pre-purchase stage known as the Zero Moment of Truth (ZMOT). Consumers increasingly rely on peer reviews, electronic word-of-mouth (eWOM), and influencer-generated content to evaluate products and services before making purchase decisions. This study aims to examine the role of ZMOT in the pre-purchase decision-making behaviour of Generation X, Generation Y, and Generation Z consumers, and to assess the influence of key factors shaping ZMOT-related behaviour across these generational cohorts. The research further evaluates the impact of peer reviews, electronic word-of-mouth, and influencer credibility on Generation Z consumers during the ZMOT stage. A descriptive and analytical research design was adopted, and primary data were collected through a structured questionnaire administered to respondents belonging to Generation X, Y, and Z. The data were analysed using percentage analysis, mean ranking, and comparative techniques to identify generational differences in ZMOT engagement and influence patterns. The findings indicate that ZMOT plays a significant role in the prepurchase decision-making process across all generations, with Generation Z exhibiting a higher reliance on peer reviews, eWOM, and influencer credibility compared to Generation X and Y. The study contributes to existing literature by providing a comparative generational perspective on ZMOT and offers practical implications for marketers in designing targeted digital marketing strategies.