Published Paper Details:

This study investigates the influence of social media influencers and sustainability awareness on the energy drink consumption patterns of Generation Z in Karnataka. As digital natives, Gen Z increasingly turns to platforms like Instagram and YouTube, where influencers play a critical role in shaping brand perception and purchase behavior. The research adopts a descriptive design, collecting primary data from 400 respondents aged 13-28 using structured questionnaires. Statistical tools such as descriptive analysis, t-tests, and ANOVA were employed to interpret the findings. Results indicate that influencer marketing significantly affects purchase decisions, especially through perceived authenticity, trust, and peer engagement. Content such as reviews and endorsements strongly influence brand choice, though skepticism about influencer credibility persists. The study also reveals a moderate inclination toward sustainable consumption among Gen Z, with recyclable packaging, eco-friendly branding, and responsible messaging being key considerations. Notable regional variations were observed, with districts like Mandya and Ramanagar displaying higher responsiveness to both influencer marketing and sustainability efforts. The findings provide valuable insights for FMCG brands and policymakers aiming to craft culturally relevant and ethically aligned marketing strategies. Combining influencer engagement with sustainability messaging can offer a strategic advantage in connecting with Gen Z's values and lifestyle aspirations