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

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

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 languageEnglish
Title of host publicationAdvances in Digital Marketing and eCommerce
EditorsF. J. Martínez-López
PublisherSpringer
Pages270–289
ISBN (Electronic)978-3-031-31836-8
ISBN (Print)978-3-031-31835-1
DOIs
Publication statusPublished - 29 Apr 2023
EventDMEC Annual Conference -
Duration: 14 Aug 202317 Aug 2023
http://dmec.org/conferences-and-events/annual-conference/

Conference

ConferenceDMEC Annual Conference
Abbreviated titleDMEC 2023
Period14/08/2317/08/23
Internet address

Keywords

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

Fingerprint

Dive into the research topics of 'The influence of TikTok videos on German gen Z consumers’ attitude and purchase intention towards sustainable brands'. Together they form a unique fingerprint.

Cite this