THE INFLUENCE OF SUSTAINABLE SUPPLY CHAIN ON MOBILE PHONE PURCHASING AMONG GENERATION Z IN THAILAND:A CASE STUDY OF A PRIVATE INTERNATIONAL UNIVERSITY

Abstract

This study examines how sustainable supply chain practices in the mobile phone industry influence the purchasing decisions of Generation Z consumers. The research surveyed 403 Generation Z consumers at a private university in Thailand, using quantitative methods such as linear and multi-linear regressions, along with descriptive and inferential analysis, to assess the impact of sustainable versus unsustainable supply chain structures on decision-making. The findings indicate that sustainable supply chain practices—especially those that ensure transparency throughout the production and operational processes—positively influence Generation Z’s preference for sustainable mobile phone brands. Furthermore, brands that prioritize sustainability are perceived as offering added value, establishing a competitive advantage in the market.