Author(s): Rashmi Arun Phirake and Pradnya Swaroop Bhambure
Marketing is an art as well as a science. It is integral part of business development and sustainability. This study looks at how digital marketing innovations affect the buying behavior of Generation Z in Pune, focusing on sustainability-driven brand communication. It surveyed 253 digitally active Gen Z participants through an online questionnaire to understand how personalization, interactivity, and influencer marketing impact their purchase decisions and brand engagement. Analysis using SPSS showed that digital marketing innovations explain 41.3% of the changes in Gen Z’s buying behavior. Additionally, a multivariate test found that sustainability messages tailored to specific platforms significantly influence brand trust and loyalty, with YouTube and Instagram performing better than brand websites. The study used linear regression and MANOVA to test its hypotheses and gives practical advice on integrating sustainability into digital marketing strategies. The results emphasize the importance of honest and ethical messaging when targeting Gen Z. This research adds to the understanding of eco-friendly consumer habits and provides useful insights for brands aiming to build sustainable connections with young digital users. This research adds to the conversation on sustainable marketing by offering practical insights for brands aiming to combine innovation with responsibility. It highlights the need to include sustainability in digital strategies to influence value-driven behavior among Gen Z consumers.