The influence of sustainable marketing campaigns on the consumer preferences of Generation Z
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Abstract
Abstract
Given the growing environmental concerns of Generation Z, sustainable marketing has emerged as a decisive factor in business strategies.
The main objective of this exploratory study is to understand the impact of sustainable marketing campaigns on the consumption preferences of Generation Z, realising how this audience perceives, evaluates and responds to communication strategies focused on sustainability.
After reviewing the literature, a structured questionnaire was developed and applied digitally to Generation Z individuals, and the responses obtained were statistically analysed using SPSS.
The results suggest that sustainable marketing campaigns play a significant role in raising awareness of environmental issues, contributing to more conscious consumer decisions and reflecting an increasingly evident trend of concern for the environment. The study reveals that sustainable marketing campaigns have a positive, albeit moderate, impact on consumer perceptions and purchasing decisions.
Key concepts: sustainable marketing campaigns; sustainability; consumer preferences; generation z.
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