Assessing the Determinants of Gen Z Sustainable Purchase Intentions Income Level and Marketing Exposure

Abstract

 This empirical study investigates the influence of specific Digital Marketing strategies on Generation Z's (Gen Z) E Vehicle Purchase Intent across the distinct urban and semi urban clusters of Kancheepuram, Chennai, and Thiruvallur (KCT) districts in India. Addressing a critical gap in existing literature, the research specifically quantifies the mediating role of Gen Z's Attitude towards Immersive Technology (ATIT), disaggregated into Cognitive, Affective, and Conative dimensions, to understand the precise psychological pathway by which high tech marketing converts interest into actionable intent. Utilizing a quantitative survey with a robust sample of 420 Gen Z consumers and Multiple Regression Analysis, the findings reveal a significant, yet highly heterogeneous, influence profile across the KCT region. Across all three districts, the Conative dimension (intent to actively use the digital tools) emerged as the single strongest predictor of purchase intent, underscoring Gen Z's demand for functional utility and active engagement with AR VR experiences for high involvement products. Crucially, the Cognitive dimension (rational beliefs/trust) was not significant in Kancheepuram but was a strong driver in the more pragmatic Thiruvallur district, highlighting that digital marketing effectiveness is heavily reliant on local psychographics; in semi urban areas, rational assurance is paramount, while in metropolitan areas like Chennai, emotional and utility factors dominate. The study confirms that traditional models often fail to capture the nuanced, localized impact of advanced digital strategies, concluding that successful E Vehicle marketing in the KCT region requires a personalized approach that strategically leverages ATIT's dimensions to address the region-specific balance between emotional thrill and rational trust in the pre purchase digital journey.