Branding for Gen Z: Consumer Behavior and Newly Launched Technological Products

Abstract

This study examines the impact of branding dimensions on Generation Z’s purchase intention for newly launched technological products that can be used in the agricultural sector. Given Generation Z’s strong digital presence and preference for authenticity, sustainability, and innovation, branding has become a crucial factor in influencing their purchasing decisions. The primary objective of this research is to explore how various branding elements-such as brand experience, knowledge, image, trust, and loyalty-affect purchase intention. The study employs a quantitative methodology, using a structured questionnaire distributed to 302 participants from Generation Z. Statistical techniques, including correlation analysis and multiple regression, were applied to evaluate the relationships between branding factors and purchase behavior. The findings reveal that online brand experience, brand knowledge, and brand image are the strongest predictors of purchase intention, emphasizing the importance of digital interactions and educational branding strategies. Brand trust and loyalty also contribute to consumer behavior but have weaker effects than experience and knowledge. Brand awareness and engagement, while correlated with purchase intention, do not independently drive purchasing decisions. The study concludes that businesses should focus on enhancing digital brand experiences, providing transparent information, and strengthening brand imagery to increase adoption among Generation Z. As this generation continues to shape market trends, companies must tailor branding strategies to align with their digital engagement preferences. Future research should explore the long-term effects of branding on consumer behavior and the role of emerging technologies in further enhancing brand engagement and loyalty.