Gen Z Consumers’ Perception of Sustainable Branding in Natural Skincare Products: The Influence of Digital Marketing and Financial Technology in Purchase Decisions

Abstract

Abstract - This study explores how Generation Z consumers perceive sustainable branding in local skincare products and how digital marketing and financial technology (fintech) shape their purchase decisions. Using a quantitative survey approach, the findings reveal that sustainable branding emerges as the most influential factor, as authentic environmental and ethical practices foster trust, loyalty, and stronger purchase intentions. Digital marketing contributes positively by increasing awareness and engagement, although its impact on purchasing remains less decisive. Fintech, on the other hand, primarily functions as a facilitator that provides convenience in transactions rather than a direct driver of purchase behavior. The study underscores the importance for local skincare brands to integrate sustainability into their core identity while leveraging digital platforms and fintech accessibility to better connect with Gen Z consumers.

Keywords - Sustainable branding, digital marketing, fintech, purchase decision, Generation Z, skincare.