Influence of Environmental Social Media Advertising on Consumer Purchasing Behaior toward Sustainable Food and Beverage Products A Comparative Analysis Between Generation X, Generation Y and Generation Z in Cambodia
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | Consumer behavior e-marketing - elektronikus marketing élelmiszerfogyasztás fenntarthatóság fogyasztói magatartás közösségi média online marketing Social media sustainability X generáció Y generáció Z generáció |
| Online Access: | http://dolgozattar.uni-bge.hu/58563 |
| Kivonat: | This study analyzes the efficacy of social media advertising on customer choices for sustainable food and beverage goods in Cambodia, emphasizing generational disparities across Generation Z, Generation Y, and Generation X. The study used a mixed-methods approach, integrating quantitative surveys and qualitative analysis to examine the impact of environmental social media advertising on purchase behavior among various age groups, genders, and income levels.Key research indicates substantial generational differences in reactions to environmental advertising. Generation Z exhibits the greatest responsiveness, with a significant percentage believing that such commercials are likely to impact their environmental concerns and purchasing choices. Conversely, Generation X has little impact from social media advertising. Gender disparities are evident, as women continually exhibit a greater propensity to be swayed by these commercials than males. Furthermore, income levels are associated with the efficacy of social media promotion for sustainable products, since higher-income demographics have a stronger tendency to be swayed.The research emphasizes the significance of customized marketing tactics that consider demographic variables when advertising sustainable food and beverage goods in Cambodia. It offers critical insights for enterprises aiming to improve their social media marketing efficacy and adds to the expanding literature on sustainable consumption in emerging regions. The results have ramifications for policymakers and entities dedicated to enhancing environmental consciousness and sustainable practices within Cambodia's swiftly developing e-commerce sector. |
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