THE INFLUENCE OF DIGITAL MARKETING ON HEALTH-CONSCIOUS CONSUMERISM AND WELLNESS PRODUCT ADOPTION AMONG GEN Z GIG WORKERS IN CHENNAI CITY

Abstract

In the age of hyper connectivity, the fast-moving digital world, wellness, gig work, and digital marketing are coming together to reshape how young consumers, especially Gen Z, think, behave, and buy. As the first truly digital-native generation, Gen Z is highly engaged with online content, especially when it comes from influencers and brands that feel authentic. This is especially true in the wellness space-covering fitness, nutrition, mental well-being, and lifestyle. At the same time, the booming gig economy in urban India has created a new group of young, self-employed workers who are conscious of their health but often juggling limited time and money. This study examines how digital marketing influences their purchasing decisions for wellness products, with a specific focus on Gen Z gig workers in Chennai City.

Using a structured, survey-based approach, data were collected from 200 Gen Z gig workers (aged 18–28) engaged in flexible employment such as delivery services, freelancing, and app-based work. The questionnaire examined participants’ exposure to digital marketing, trust in influencers, attitudes toward wellness, budget constraints, and purchase intentions. The responses were analysed using SPSS with statistical techniques including descriptive statistics, chi-square tests, correlation analysis, and moderation analysis.

The results were clear: digital marketing, especially influencer-driven content on platforms like Instagram and YouTube, has a strong impact on how likely Gen Z gig workers are to adopt wellness products. Influencer trust played a major role in shaping decisions. What’s more, those who already care deeply about health were even more likely to be influenced by wellness marketing. Even those who were highly engaged with wellness content often held back from buying because of cost concerns.

This research sheds light on digital marketing clicks with a tech-savvy but financially cautious generation. It shows that brands trying to reach this group need to be real, relatable, and affordable. For wellness companies, there’s a big opportunity to connect by using micro-influencers, storytelling, and content that aligns with Gen Z values like transparency and mental health awareness.

In a broader sense, the findings provide practical takeaways for marketers, brand strategists, and policymakers seeking to engage with India’s growing gig workforce. It also opens the door for future research into how these trends play out in other cities, sectors, and product categories, especially in a post-pandemic world where health and well-being have become top priorities.