The influence of TikTok videos on German gen Z consumers’ attitude and purchase intention towards sustainable brands

Susanne  Plötz; Luisa M. Martinez; Luis F. Martinez; Filipe R. Ramos

doi:https://doi.org/10.1007/978-3-031-31836-8_27

The influence of TikTok videos on German gen Z consumers’ attitude and purchase intention towards sustainable brands

Susanne Plötz, Luisa M. Martinez, Luis F. Martinez, Filipe R. Ramos

NOVA School of Business and Economics (NOVA SBE)

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

2 Citations (Scopus)

Abstract

Recently, Gen Z has become the largest group of consumers worldwide and as they are being digitally driven by social media, this is the best way to reach them. One social media app has become popular for this generation – TikTok. Another characteristic most Gen Z individuals show is their cheerful outlook towards sustainability. Thus, this study investigates the influence of TikTok videos on Gen Z consumers’ attitude and purchase intentions towards sustainable brands. Primary data were collected using a self-administered online questionnaire with 241 valid responses from Gen Z TikTok users in Germany. The research findings show that TikTok has an influence on Gen Z consumers’ behavior. Therefore, it is recommended that sustainable brands promote their products on TikTok. This study can help marketers and researchers in comprehending the consumers’ attitude towards TikTok videos and understanding how to use it as a base for future studies and development of strategies that appeal to Gen Z’s demands.

Original language	English
Title of host publication	Advances in Digital Marketing and eCommerce
Editors	F. J. Martínez-López
Publisher	Springer
Pages	270–289
ISBN (Electronic)	978-3-031-31836-8
ISBN (Print)	978-3-031-31835-1
DOIs	https://doi.org/10.1007/978-3-031-31836-8_27
Publication status	Published - 29 Apr 2023
Event	DMEC Annual Conference - Duration: 14 Aug 2023 → 17 Aug 2023 http://dmec.org/conferences-and-events/annual-conference/

Conference

Conference	DMEC Annual Conference
Abbreviated title	DMEC 2023
Period	14/08/23 → 17/08/23
Internet address	http://dmec.org/conferences-and-events/annual-conference/

Keywords

Consumer behavior
Consumer attitude
Purchase intention
Sustainability
Sustainable brands
TikTok
Social media
Online advertisements
Germany

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

https://doi.org/10.1007/978-3-031-31836-8_27

Cite this

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title = "The influence of TikTok videos on German gen Z consumers{\textquoteright} attitude and purchase intention towards sustainable brands",

abstract = "Recently, Gen Z has become the largest group of consumers worldwide and as they are being digitally driven by social media, this is the best way to reach them. One social media app has become popular for this generation – TikTok. Another characteristic most Gen Z individuals show is their cheerful outlook towards sustainability. Thus, this study investigates the influence of TikTok videos on Gen Z consumers{\textquoteright} attitude and purchase intentions towards sustainable brands. Primary data were collected using a self-administered online questionnaire with 241 valid responses from Gen Z TikTok users in Germany. The research findings show that TikTok has an influence on Gen Z consumers{\textquoteright} behavior. Therefore, it is recommended that sustainable brands promote their products on TikTok. This study can help marketers and researchers in comprehending the consumers{\textquoteright} attitude towards TikTok videos and understanding how to use it as a base for future studies and development of strategies that appeal to Gen Z{\textquoteright}s demands.",

keywords = "Consumer behavior, Consumer attitude, Purchase intention, Sustainability, Sustainable brands, TikTok, Social media, Online advertisements, Germany",

author = "Susanne Pl{\"o}tz and Martinez, {Luisa M.} and Martinez, {Luis F.} and Ramos, {Filipe R.}",

note = "This work was funded by Funda{\c c}{\~a}o para a Ci{\^e}ncia e a Tecnologia (UIDB/00124/2020, UIDP/00124/2020 and Social Sciences DataLab - PINFRA/22209/2016), POR Lisboa and POR Norte (Social Sciences DataLab, PINFRA/22209/2016). This study was also supported by UNIDCOM under a Grant by the Funda{\c c}{\~a}o para a Ci{\^e}ncia e a Tecnologia (UIDB/DES/00711/2020) attributed to UNIDCOM/IADE – Unidade de Investiga{\c c}{\~a}o em Design e Comunica{\c c}{\~a}o, Lisbon, Portugal. The authors declare that they have no conflict of interest.; DMEC Annual Conference, DMEC 2023 ; Conference date: 14-08-2023 Through 17-08-2023",

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doi = "https://doi.org/10.1007/978-3-031-31836-8_27",

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editor = "Mart{\'i}nez-L{\'o}pez, {F. J.}",

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url = "http://dmec.org/conferences-and-events/annual-conference/",

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The influence of TikTok videos on German gen Z consumers’ attitude and purchase intention towards sustainable brands. / Plötz, Susanne ; Martinez, Luisa M.; Martinez, Luis F. et al.
Advances in Digital Marketing and eCommerce. ed. / F. J. Martínez-López. Springer, 2023. p. 270–289.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - The influence of TikTok videos on German gen Z consumers’ attitude and purchase intention towards sustainable brands

AU - Plötz, Susanne

AU - Martinez, Luisa M.

AU - Martinez, Luis F.

AU - Ramos, Filipe R.

N1 - This work was funded by Fundação para a Ciência e a Tecnologia (UIDB/00124/2020, UIDP/00124/2020 and Social Sciences DataLab - PINFRA/22209/2016), POR Lisboa and POR Norte (Social Sciences DataLab, PINFRA/22209/2016). This study was also supported by UNIDCOM under a Grant by the Fundação para a Ciência e a Tecnologia (UIDB/DES/00711/2020) attributed to UNIDCOM/IADE – Unidade de Investigação em Design e Comunicação, Lisbon, Portugal. The authors declare that they have no conflict of interest.

PY - 2023/4/29

Y1 - 2023/4/29

N2 - Recently, Gen Z has become the largest group of consumers worldwide and as they are being digitally driven by social media, this is the best way to reach them. One social media app has become popular for this generation – TikTok. Another characteristic most Gen Z individuals show is their cheerful outlook towards sustainability. Thus, this study investigates the influence of TikTok videos on Gen Z consumers’ attitude and purchase intentions towards sustainable brands. Primary data were collected using a self-administered online questionnaire with 241 valid responses from Gen Z TikTok users in Germany. The research findings show that TikTok has an influence on Gen Z consumers’ behavior. Therefore, it is recommended that sustainable brands promote their products on TikTok. This study can help marketers and researchers in comprehending the consumers’ attitude towards TikTok videos and understanding how to use it as a base for future studies and development of strategies that appeal to Gen Z’s demands.

AB - Recently, Gen Z has become the largest group of consumers worldwide and as they are being digitally driven by social media, this is the best way to reach them. One social media app has become popular for this generation – TikTok. Another characteristic most Gen Z individuals show is their cheerful outlook towards sustainability. Thus, this study investigates the influence of TikTok videos on Gen Z consumers’ attitude and purchase intentions towards sustainable brands. Primary data were collected using a self-administered online questionnaire with 241 valid responses from Gen Z TikTok users in Germany. The research findings show that TikTok has an influence on Gen Z consumers’ behavior. Therefore, it is recommended that sustainable brands promote their products on TikTok. This study can help marketers and researchers in comprehending the consumers’ attitude towards TikTok videos and understanding how to use it as a base for future studies and development of strategies that appeal to Gen Z’s demands.

KW - Consumer behavior

KW - Consumer attitude

KW - Purchase intention

KW - Sustainability

KW - Sustainable brands

KW - TikTok

KW - Social media

KW - Online advertisements

KW - Germany

U2 - https://doi.org/10.1007/978-3-031-31836-8_27

DO - https://doi.org/10.1007/978-3-031-31836-8_27

M3 - Chapter

SN - 978-3-031-31835-1

SP - 270

EP - 289

BT - Advances in Digital Marketing and eCommerce

A2 - Martínez-López, F. J.

PB - Springer

T2 - DMEC Annual Conference

Y2 - 14 August 2023 through 17 August 2023

ER -

The influence of TikTok videos on German gen Z consumers’ attitude and purchase intention towards sustainable brands

Abstract

Conference

Keywords

UN SDGs

Access to Document

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Cite this