Understanding Generation Z′s Purchasing Behaviour on Online Marketplaces: A TAM-Based Approach

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This research demonstrates Generation Z's purchasing behaviour in e-commerce platforms, highlighting sustainability's role in engagement.

Online marketplaces that adopt eco-friendly practices enhance consumer engagement among Generation Z.
The study analyzed data from 636 Generation Z respondents in Romania using structural equation modeling.
Findings demonstrate the significance of incorporating sustainability into product offerings for attracting digital consumers.
This research advances e-commerce literature by extending the Technology Acceptance Model with new insights.

Catană et al. (2025) studied this question.

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