Recently, Gen Z has become the largest group of consumers worldwide and as they are being digitally driven by social media, this is the best way to reach them. One social media app has become popular for this generation – TikTok. Another characteristic most Gen Z individuals show is their cheerful outlook towards sustainability. Thus, this study investigates the influence of TikTok videos on Gen Z consumers’ attitude and purchase intentions towards sustainable brands. Primary data were collected using a self-administered online questionnaire with 241 valid responses from Gen Z TikTok users in Germany. The research findings show that TikTok has an influence on Gen Z consumers’ behavior. Therefore, it is recommended that sustainable brands promote their products on TikTok. This study can help marketers and researchers in comprehending the consumers’ attitude towards TikTok videos and understanding how to use it as a base for future studies and development of strategies that appeal to Gen Z’s demands.

This work was funded by Fundação para a Ciência e a Tecnologia (UIDB/00124/2020, UIDP/00124/2020 and Social Sciences DataLab - PINFRA/22209/2016), POR Lisboa and POR Norte (Social Sciences DataLab, PINFRA/22209/2016). This study was also supported by UNID

Consumer behavior,consumer attitude,purchase intention,sustainability,sustainable brands,TikTok,social media,online advertisements,germany

• Economics and Business - Social Sciences