Greener Carts, Smarter Shelves: How Gen Z and Millennial Buying Behaviors—Powered by Sustainable Marketing—Are Reshaping E-Commerce Supply Chains and Inventory Strategies

Abstract

This study examines how Gen Z and Millennial consumer demands for sustainability are influencing e-commerce supply chains and inventory tactics. To investigate how sustainable marketing is influencing operational choices, a mixed-methods approach comprising surveys, expert interviews, and secondary research was employed. The study draws attention to the FMCG industry's operational potential and difficulties in areas like eco-friendly packaging, green logistics, ethical sourcing, and AI-driven inventory management. The results indicate that although Gen Z and Millennials exhibit strong environmental values, price, convenience, and trust continue to be important factors in their actual purchasing decisions. Long-term involvement requires businesses to include sustainability into their operational and marketing plans.