The Digital Generation: Branding and Consumer Behavior in Tech Adoption

2.1. Agriculture Management and Gen Z Agriculture management and informatics are undergoing a rapid transformation with the introduction of newly launched technological products aimed at improving efficiency, sustainability, and productivity [5]. Innovations such as AI-powered crop monitoring systems, blockchain-enabled supply chain tracking, precision irrigation technologies, and autonomous farming equipment are reshaping traditional agricultural methods by enabling real-time data analysis, predictive insights, and automation [6]. These advancements are particularly valuable in optimizing resource use, reducing environmental impact, and increasing agricultural yields, making them essential for addressing global food security challenges. Across both urban and rural areas, Generation Z plays a pivotal role in shaping consumer behavior and influencing branding strategies for emerging agricultural technologies. As a generation raised in the digital era, Gen Z relies heavily on online research, social media interactions, and peer recommendations when making purchasing decisions. Their strong preference for transparency, sustainability, and personalized engagement means that agricultural technology brands must emphasize ethical sourcing, environmental responsibility, and interactive digital experiences to build trust and maintain their interest. For rural Gen Z consumers, branding strategies should integrate localized outreach, community-driven demonstrations, and partnerships with agricultural cooperatives to promote these innovations effectively. Companies introducing new agricultural technologies must focus on brand storytelling, data-driven marketing, and immersive user experiences to establish credibility and foster trust with Gen Z consumers [7]. Consumer behavior within this demographic is largely shaped by digital engagement, necessitating marketing approaches that extend beyond traditional advertising. Online platforms, AI-driven advisory tools, gamified learning experiences, and interactive virtual farm demonstrations are increasingly being used to educate and influence Gen Z’s purchasing decisions. In rural areas, access to digital resources may be more limited, making field demonstrations, local farmer training programs, and mobile-based advisory services crucial for reaching potential consumers. Additionally, the role of influencers and agricultural content creators continues to grow as social media platforms serve as key channels for product discovery, reviews, and knowledge-sharing. In both urban and rural settings, brands that leverage influencer partnerships, peer recommendations, and digital storytelling are more likely to engage Gen Z consumers who value authenticity, innovation, and community-driven engagement. Recognizing the specific needs of rural consumers—such as affordability, ease of use, and long-term reliability—can help businesses tailor branding strategies to ensure widespread adoption of agricultural technology across diverse demographics. 2.2. Gen Z and Consumer Behaviour Studying Generation Z’s consumer behavior is crucial for businesses and researchers due to this generation’s growing influence on global markets and its distinct characteristics [8]. According to Bandara and Liyanage [9], Generation Z encompasses individuals born between 1995 and 2010, meaning that this group has grown up in a fully digital world with no experience of the pre-digital era. Unlike previous generations, Generation Z has been shaped by rapid advancements in information technology, leading to significant shifts in consumer behavior [10]. As this generation is still maturing and its preferences continue to evolve, understanding the factors that shape its consumer behavior is essential for businesses to develop effective marketing strategies and adapt their products and services accordingly [11,12]. Reaching and engaging Generation Z is essential for businesses to maintain their connection with an ever-changing consumer base [13]. Companies must remain adaptable to sustain their relevance and competitive advantage in the market [14]. This generation primarily interacts with brands through online platforms, redefining traditional marketing approaches, consumer engagement strategies, and service delivery models [15]. Additionally, Generation Z strongly emphasizes values such as sustainability, inclusivity, and authenticity, prompting businesses to innovate and align their offerings with these expectations [16]. In 2024, Generation Z accounts for approximately 25–30% of consumers, making it the largest demographic cohort [17]. Generation Z’s current purchasing power is estimated at $360 billion [18]. As its members advance in their careers and achieve higher incomes, their spending capacity will continue to rise [19]. By 2030, Generation Z is projected to become the dominant demographic in terms of purchasing power [20]. Failing to acknowledge this shift could significantly impact the long-term sustainability and growth of businesses across industries [16]. To ensure future business success, prioritizing Generation Z in both market research and business strategies is essential, providing valuable insights for all stakeholders [21]. Beyond its direct spending capacity, Generation Z also significantly influences household purchasing decisions, further amplifying its role in shaping consumption trends [22]. Understanding the behaviors and preferences of this generation enables businesses to craft targeted strategies that not only address their current needs but also anticipate future market trends [23]. Additionally, insights into Generation Z’s preferences guide companies in leveraging emerging digital trends, such as social commerce and influencer marketing, ensuring their continued relevance in an ever-evolving consumer landscape [15]. 2.3. Newly Launched Technological Products in Agriculture Management The introduction of new products is essential for business growth and long-term sustainability, particularly in agriculture, where technological advancements are reshaping traditional farming methods. However, predicting the success of these innovations remains a significant challenge, as failed product launches can lead to substantial financial losses. Understanding consumer behavior, particularly among Generation Z, is critical in identifying market trends and optimizing the adoption of technological solutions in agriculture management and informatics. As a digitally native and tech-savvy generation, Generation Z actively seeks innovation and prefers products that integrate seamlessly into their fast-paced, interconnected lifestyles. While this is often associated with smartphones, wearables, and smart home devices, it also applies to emerging agricultural technologies such as precision farming tools, AI-powered crop monitoring systems, smart irrigation solutions, and blockchain-based food traceability platforms. These innovations align with their values of automation, sustainability, and efficiency, all of which are crucial in modern agricultural management. However, in rural areas, where access to digital resources and technological infrastructure may be limited, companies must develop tailored branding strategies to ensure that new agricultural technologies reach and resonate with young farmers and agribusiness professionals. Social media and peer recommendations play a crucial role in shaping Generation Z’s perceptions and adoption of new technological products. This generation relies heavily on digital influencers, online reviews, and interactive marketing campaigns when making purchasing decisions. In agricultural technology, brands introducing drone-based crop monitoring systems, AI-powered soil analysis tools, or IoT-enabled farm sensors can enhance engagement by utilizing video demonstrations, real-user testimonials, and partnerships with agricultural influencers or sustainability advocates. In rural communities, branding efforts should incorporate localized outreach strategies, such as working with agribusiness cooperatives, local farmer associations, and government-supported agricultural extension programs to build trust and encourage adoption. Additionally, Generation Z values personalized and immersive brand experiences, expecting new products to align with their specific needs and ethical values. In agriculture, this translates to customizable farm management software, AI-driven decision support systems, and sustainability-focused innovations that enhance productivity while minimizing environmental impact. Smart farming applications offering real-time analytics, climate adaptation strategies, and automated resource management appeal to their preference for technology-driven, efficient, and responsible consumption. In rural settings, where hands-on learning is often necessary, brands could implement mobile training units, field demonstrations, and digital education programs to help young farmers adopt and utilize these technologies effectively. Sustainability and ethical business practices are also key drivers of Generation Z’s purchasing decisions. This generation actively supports brands that prioritize carbon footprint reduction, waste minimization, and eco-friendly production processes. In the agricultural sector, biodegradable sensor systems, solar-powered irrigation technologies, and AI-based resource optimization tools align with these values. Companies emphasizing transparent sourcing, fair trade practices, and ethical supply chains in their branding efforts are more likely to gain Generation Z’s trust and loyalty. In rural areas, branding should focus on long-term economic and environmental benefits, demonstrating how smart agricultural solutions can lead to cost savings, increased productivity, and improved sustainability for local farming communities. The demand for speed, convenience, and seamless digital experiences also influences how Generation Z interacts with newly launched products. This expectation applies to agriculture management tools, where cloud-based farm management software, AI-powered pest detection, and blockchain-enabled supply chain tracking must offer user-friendly interfaces, mobile accessibility, and efficient customer support. Companies that fail to meet these expectations risk disengagement, as Generation Z has a low tolerance for inefficiency and outdated technology. In rural areas, where connectivity challenges exist, brands should consider offering offline functionality, SMS-based advisory services, and AI-driven chatbots that work on low-bandwidth networks to ensure accessibility. Electronic word-of-mouth communication also significantly influences Generation Z’s acceptance of new technological products. Positive user experiences and product success stories shared through online forums, social media discussions, and digital reviews can accelerate product adoption, while negative feedback can discourage potential buyers. This is particularly relevant for agricultural innovations, where case studies, peer-reviewed research, and real-time performance data help consumers assess the value of new technologies. In rural settings, personal testimonials from farmers, community demonstrations, and word-of-mouth endorsements from trusted local figures can be even more influential in shaping purchasing behavior. Generation Z’s preference for innovation and exclusivity further shapes their engagement with product launches, particularly in technology-related sectors. In agricultural technology, companies can generate excitement around new products through beta testing programs, early access trials, and gamified learning experiences that appeal to this generation’s desire for hands-on engagement. Strategies such as augmented reality farm simulations, AI-assisted crop modeling, and blockchain-backed digital certifications for sustainable farming practices enhance their interest in agricultural innovation. In rural areas, offering exclusive incentives such as discount programs, government-backed subsidies, and farmer-led pilot projects can further drive adoption. In conclusion, Generation Z’s consumer behavior is driven by a demand for innovation, authenticity, and convenience, strongly influencing their adoption of newly launched technological products in agriculture management. Businesses in this sector must integrate digital engagement, sustainability-driven messaging, and accessible user experiences to align with Generation Z’s expectations. In both urban and rural markets, effective branding strategies should focus on education, digital connectivity, and long-term benefits to drive widespread adoption. By effectively targeting this tech-savvy yet diverse demographic, agritech brands can drive the acceptance of smart farming technologies, AI-powered analytics, and digital supply chain solutions, ultimately transforming agriculture into a more sustainable, efficient, and data-driven industry. 2.4. Branding and Social Exchange Theory The Social Exchange Theory (SET) is a sociological and psychological framework that views social relationships and interactions as processes of exchanging resources—both tangible and intangible, such as support, recognition, love, or information [24,25]. According to SET, individuals seek to maximize rewards while minimizing costs in their relationships [24,26]. In the context of branding, consumers are likely to develop positive attitudes, emotions, and behaviors toward a brand when they perceive that the relationship offers valuable benefits in return [27]. Within SET, social exchanges often involve implicit obligations, where one party—such as a brand—provides value to the consumer, fostering an ongoing relationship. The connection between branding and SET is significant, as it illustrates how consumers build brand relationships through value-based exchanges [28]. Specifically, brand image shapes consumer perceptions by signaling whether a brand can fulfill their needs [29,30], while brand trust enhances reliability, reducing perceived risks in the exchange [31,32]. When consumers consistently receive value from a brand, they develop brand loyalty, leading to long-term commitment [33,34]. Brand knowledge enables consumers to assess the quality of the exchange, influencing their decision-making process [35]. Meanwhile, brand experience represents the tangible outcome of consumer interactions, determining whether the exchange is perceived positively [36]. Before an exchange occurs, brand awareness serves as a prerequisite, as consumers must first recognize and acknowledge the brand before engaging with it [37]. Moreover, when consumers perceive interactions with a brand as beneficial, brand engagement increases, prompting them to actively invest in the relationship [38]. In summary, Social Exchange Theory provides a valuable lens through which to understand how branding variables contribute to the development and reinforcement of brand-consumer relationships through mutual value exchange. It provides a strong foundation for understanding why consumers form and maintain relationships with brands, emphasizing that individuals engage in exchanges where perceived benefits outweigh costs. 2.5. Branding and Social Impact Theory The Social Impact Theory (SIT), introduced by Latane in 1981, explains how others influence individuals in various social contexts and how their behaviors, opinions, and decisions are shaped by this influence [39,40]. SIT identifies three primary factors that determine the strength of social influence: the authority, status, or expertise of the influencing source; the physical or emotional proximity between the source and the individual, where closer proximity enhances influence; and the number of influencing sources, where influence increases with more sources but diminishes as the number grows [39,41]. According to this theory, social influence is most effective when the influencing sources are numerous, powerful, and close to the individual [42]. Research has extensively linked SIT to branding, emphasizing how various sources of influence shape the consumer-brand relationship [43,44,45,46,47,48,49]. A strong and positive brand image enhances the power of influence, reinforcing consumer perceptions of brand value [46]. When a brand is widely recognized and carries a strong image, it exerts greater influence over consumers, as they are more likely to perceive its offerings as valuable and align with the shared perceptions surrounding it [43,46]. This strong brand presence is crucial in attracting and retaining consumers [44]. Brand trust plays a key role in reinforcing proximity between consumers and a brand. Consumers who trust a brand feel a sense of closeness, which reduces perceived risks in their purchasing decisions and strengthens the brand’s influence over those choices [48,50]. A reliable brand is more persuasive, shaping consumer behavior more effectively [48,51]. This ongoing trust fosters long-term relationships, ultimately leading to brand loyalty, where consumers remain committed when a brand consistently meets their expectations [44,47]. Strong social influence further reinforces this loyalty as consumers feel more connected to the brand [52]. Prior experiences with a brand also play a crucial role in determining its influence on future consumer decisions. Positive interactions reinforce a brand’s impact, making consumers more likely to engage with it again [44,48,53]. Brand knowledge further enhances this effect by increasing consumer familiarity with a brand’s values, attributes, and quality, fostering a deeper sense of connection and trust [48]. The more informed consumers are about a brand, the greater its influence on their purchasing decisions [45]. Similarly, positive brand experiences create immediate emotional connections that shape brand perceptions through real-life interactions [54]. These experiences strengthen a brand’s influence by making it more relatable and emotionally engaging for consumers. An exceptional brand experience increases both its perceived proximity and overall impact on consumers’ lives [54]. Brand awareness is another critical factor in social influence, as it determines the number of sources influencing consumer behavior. The more widely recognized a brand is, the more individuals promote or use it, amplifying its impact [49]. The sheer volume of exposure and interactions enhances the brand’s credibility and strengthens its social presence. Lastly, brand engagement reflects the extent of interaction and involvement consumers have with a brand, further strengthening its influence and proximity. When consumers actively engage with a brand, they feel a stronger connection, making the brand a more significant part of their lives [49,55]. The emotional closeness created through engagement intensifies the brand’s impact on consumer behavior [56]. In conclusion, the Social Impact Theory provides a comprehensive framework for understanding how brands influence consumer behavior through power, proximity, and the number of influencing sources. This perspective highlights the role of various branding elements in shaping consumer perceptions and decisions, demonstrating the importance of social influence in building strong brand-consumer relationships. 2.6. Branding and Consumer Culture Theory The Consumer Culture Theory (CCT) is a theoretical perspective that examines consumption as a cultural and social phenomenon rather than focusing solely on economic or psychological aspects [57]. It explores how culture, social interactions, and identity formation shape consumer behavior [58]. This theory investigates how consumers construct their identities and establish brand connections through their cultural and social environments [59,60]. The relationship between CCT and branding, including elements such as brand image, trust, loyalty, knowledge, experience, awareness, and engagement, underscores the idea that brands are deeply embedded in social and cultural contexts [61,62,63]. CCT highlights the role of brands as cultural symbols that influence consumer choices through shared social and cultural values [64]. The brand image reflects a consumer’s cultural identity, as individuals select brands that align with their beliefs and social status [65]. Consumers perceive brands as representations of their social identity and gravitate toward those that resonate with their cultural background and personal values [66]. Brand trust is reinforced when a brand aligns with consumers’ ethical and cultural standards, fostering a sense of reliability and authenticity [67]. CCT emphasizes the importance of brands maintaining authenticity and consistency within their cultural sphere, enhancing consumer trust and long-term relationships. In the context of Consumer Culture Theory (CCT), brand loyalty develops when consumers strongly identify with a brand and integrate it into their social identity [68]. Consumers remain loyal to a brand for its functionality and because it conveys cultural and social messages that align with their values [57]. CCT explains how cultural identity plays a key role in fostering long-term loyalty toward brands that promote shared beliefs and traditions. Similarly, brand knowledge goes beyond awareness of a product’s features to encompass understanding the cultural meanings a brand conveys [69]. Consumers perceive brands as carriers of symbolic messages, forming deep knowledge about the values and narratives they communicate [70]. Brand experience is also shaped by cultural narratives, as consumer interactions with a brand are influenced by broader social and cultural contexts [71]. Personal experiences with a brand are not isolated events but are instead linked to the consumer’s cultural background and collective identity [72]. Through the lens of CCT, brand experience is understood as an interaction that strengthens the consumer’s cultural identity [73]. Brand awareness within CCT is closely tied to a brand’s ability to integrate into cultural movements and social discussions, which enhances its presence in collective consciousness [74]. The more effectively a brand aligns with cultural trends and social issues, the greater its recognition and relevance [75]. CCT suggests that brand awareness grows as brands actively participate in cultural conversations and shape social narratives. Finally, brand engagement represents consumers’ active participation in a brand’s cultural expression. It reflects how individuals see themselves as part of a larger community that shares the brand’s values [76,77]. Within the framework of CCT, brand engagement is not merely about interaction with a product; it is about consumers identifying with a brand’s cultural significance and becoming active contributors to its social meaning [78]. In conclusion, Consumer Culture Theory demonstrates that brands are not merely commercial entities but cultural symbols that shape and reflect consumer identities. Brands influence consumer behavior by integrating themselves into cultural narratives, fostering deeper connections through shared values, and reinforcing social identities in ways that extend beyond traditional marketing strategies. 2.7. Purchase Intention and Theory of Reasoned Action The Theory of Reasoned Action (TRA) is a psychological framework explaining the connection between an individual’s attitudes and behavior [79]. This theory posits that a person’s behavior can be anticipated based on their intention to engage in that behavior [80]. Intention, in turn, is shaped by two primary factors: attitude toward the behavior and subjective norms [81]. Attitude refers to an individual’s personal assessment of whether a behavior is favorable or unfavorable, while subjective norms pertain to the social influence exerted on the individual, specifically their perception of how others view the behavior [82]. TRA suggests that purchase intentions, social influences, and brand-related beliefs influence consumer behavior, especially in online and social media environments [83]. As a result, social media marketing and digital engagement play a significant role in shaping consumers’ purchasing decisions [84]. The Theory of Reasoned Action has been closely associated with key variables such as purchase intention [85,86,87,88,89,90,91]. Within this framework, purchase intention acts as the strongest predictor of a consumer’s actual buying behavior [92]. This intention is influenced by both the consumer’s attitude toward the product or brand and their perception of social expectations regarding their purchasing decisions [86]. The more positive the consumer’s attitude toward a brand and the stronger the perceived social pressure to purchase, the greater the likelihood that they will develop an intention to buy [93,94]. In summary, TRA provides insight into the process leading from purchase intention to actual consumer behavior and long-term brand loyalty. Initially, purchase intention drives actual purchasing behavior, while post-purchase experiences shape future purchase intentions and contribute to consumer loyalty. Over time, this process strengthens the consumer’s ongoing relationship with the brand. Based on this theoretical foundation, Figure 1 illustrates the study’s conceptual framework. In conclusion, this research aims to provide new findings and insights into the understanding of online purchase intention, newly launched technological products that have applications in the agriculture sector and Generation Z. Based on this, the following research hypotheses were formulated, which will be answered through the research process. H1: Which dimensions of branding exhibit direct statistically significant correlations with the online purchase intention of newly introduced technological products related to the agricultural sector? H2: Which dimensions of branding can predict the online purchase intention of newly introduced technological products related to the agricultural sector?