This study aims to explore Gen Z consumers' purchase behavior on TikTok with a concentration on their care for the environment. The belief that Gen Z is the most important audience to TikTok as it continues to evolve into an E-Commerce app grounds this research, which will seek to answer the following two main questions: Are Generation Z consumers experiencing cognitive dissonance due to fashion purchases made on TikTok? More holistically, how is TikTok affecting how Gen Z consumers feel about environmental sustainability?
Thank you for your interest, but this study is recruiting by invitation only.
United States (Nationwide)
Jaein Yoon
Hussman School of Journalism and Media
Behavioral or Social
Observational
Opinions and Perceptions
UNC Students (undergrad, grad, professional)
22-0607
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