International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 3
May-June 2026

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Awareness and Preference for Digital Eco – Labels in Online Shopping among the Gen Z

Author(s) Ms. Arpita Das, Ms. Kajal Kumari
Country India
Abstract Purpose
The study aims at assessing the “awareness and prefrence for digital eco - labels in online shopping among the Gen Z” in the Cuttack district of Odisha. It also seems to identify the relationship between awareness and preference of the Gen Zs to pay extra on the preference of products.
Methodology
An empirical study was conducted using primary data via structured questionnaire. For the purpose of the research responses from 208 respondents has been collected from Gen Z consumers which further were measured on 5 – point Likert Scale. Statistical tools like mean and correlation has been used to examine the relationship among the variables.
Findings
The findings indicates that Generation Z (Gen Z) are highly aware of digital eco – labels and this has a positive impact on the preference for the selection of the eco – labeled products. This also influence their willingness to pay extra, reinforce their preference towards eco-labeled products.
Social implementations
Digital eco - labels can encourage eco-friendly or environmentally responsible shopping among the young consumers. Businesses and policy makers can take a leverage from this and can encourage young consumers to buy sustainable products and support environmental goals.
Keywords Keywords: Digital eco- labels, Generation Z, Online Shopping, Awareness.
Field Mathematics > Economy / Commerce
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-29
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E-ISSN 2582-2160
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IJFMR DOI prefix is
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