Browsing by Subject "Gen Z"
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Item Restricted Green Marketing and Its Impact on Generation Z's Consumer Buying Behaviour(2023) Eda İskeçeli; Koç, Hasan; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: The growing importance of environmental consciousness and sustainability has led companies to build green marketing as a vital strategy. Being a relatively new concept, green marketing has many interpretations. This dissertation seeks to explore the relationship between green marketing efforts and how it is affecting Generation Z (Gen Z) demographic groups' consumption behaviour. Generation Z has been selected for this study because of its growing value as a consumer around the globe and its reputation for strong ethical consumer behaviour. The study reviews an overview of the sustainability concept, definition and dimensions of green marketing, its authenticity, and the brand loyalty context. Moreover, it examines various demographic groups and how Gen Z is different in the context of green marketing and existing theories and models of green consumer behaviour. The thesis focuses on Gen Z, highlighting their characteristics as ethical consumers and their engagement in green marketing. The concept of ethical consumerism, its relevance to Gen Z, along with the role of green brand communication and the risks of greenwashing have been analysed. The review also examines the concept of greenwashing and the importance of avoiding greenwashing to effectively attract and retain Gen Z consumers. Furthermore, the thesis examines findings from survey results filled out by mainly people who are located in Germany and belong to Gen Z, feedback on how green marketing affects their consumption habits. 24 questions were asked to be able to understand the awareness of different sustainability-centred business models, the price effect while purchasing green product alternatives, the relevance of green marketing campaigns, and its effect on consumption behaviour. By synthesizing the findings from the literature review and survey results this thesis seeks to provide insights into the relationship between green marketing and Gen Z, with a focus on the strategies businesses can use to effectively engage this demographic group. Keywords: Gen Z, green marketing, sustainability, consumption behaviour, greenwashing, ethical consumerismItem Restricted The Wine Label of the Future : How Can Visual Communication Aid the Wine Industry in Targeting the Next Generation of Wine Consumers?(2023) Katharina Virag Csali; Thoma, Sascha; Wittner, Ben; Faculty of Architecture and Design; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: Abstract: This thesis explores the declining interest in wine among Gen Z and Millennials and examines how packaging design can make a difference in targeting these generations. Specifically, it analyses consumer behavior and tendencies of Gen Z. This helps to determine how visual language in packaging design can improve product perception for this consumer segment. It aims to cast light on the relationship between graphic design and wine marketing to examine how creative packaging motivates consumers to make purchase decisions. This helps to determine how visual language in packaging design can improve product perception and make wine more approachable. The findings in my thesis indicate that Gen Z is digitally savvy, socially conscious, and has a particular way of learning new information, which was crucial in order to determine the marketing strategy for future wine marketing. The study includes a BA project, in which augmented reality and motion graphics within label design and wine branding are explored