Sustainable Digital Promotions and Gen Z Preferences for Smart Gadgets: A Study on Instagram Marketing Influence in Chennai

Abstract

In the digital age, Generation Z represents a key demographic for Technology brands, particularly in the smart gadget market. With the increasing environmental awareness among younger consumers, sustainable digital marketing has become a key strategy for smart gadget brands. This study explores the influence of sustainable digital promotions on Gen Z consumers' preferences and satisfaction regarding smart gadgets, focusing specifically on Instagram-based marketing in Chennai. Generation Z, being highly active on social media and socially conscious, responds differently to brand messaging that emphasizes ethical practices, environmental responsibility, and product sustainability. Instagram, as a visually dominant and influencer-driven platform, plays a vital role in shaping consumer attitudes and purchase decisions. The research focuses on how Instagram-based promotional content, including influencer endorsement, brand campaigns, and eco-conscious messaging, shapes the perception and purchase intentions of Gen Z users toward smart gadgets. It analyzes key factors such as content trust, influencer credibility, brand transparency, and post-purchase satisfaction are also examined to understand their impact on Gen Z consumer behavior.