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ETHICAL DIGITAL ENGAGEMENT AND RESPONSIBLE CONSUMPTION AMONG GEN Z: THE ROLE OF SUSTAINABILITY COMMUNICATION, BRAND AUTHENTICITY, AND CANCEL CULTURE
Journal: International Journal of Advanced Research (Vol.14, No. 02)Publication Date: 2026-02-16
Authors : Shallu Sehgal Himanshu Gaur; Dr Daman Preet Kaur;
Page : 27-37
Keywords : Gen Z sustainability communication ethical digital engagement brand authenticity cancel culture responsible consumption SDG 12;
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Abstract
Social media has emerged as a critical space for sustainability communication, brand consumer interaction
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Last modified: 2026-03-14 14:48:47