Generation Z is turning out to be a major influence in creating sustainable consumption behaviours, especially in a context characterized by fast-paced digital connectivity. As digital natives, Gen-Z consumers are heavily dependent on online media platforms for information search, product assessment, and value creation. This research aims to analyse sustainable purchasing behaviors among Gen-Z and explore the impact of online media on their attitudes and decision-making towards environmentally responsible products. The research methodology is quantitative in nature and employs a structured survey among Gen-Z respondents selected from a wide range of educational and socio-economic settings. The study assesses the significance of various online media factors, such as social media content, digital influencers, online reviews, sustainability-focused campaigns, and brand transparency, in creating purchasing behaviour. It also examines the impact of digital exposure on awareness generation, trust development, and purchasing intentions for ecofriendly and responsibly produced products. Results show that Gen-Z is showing an increasing trend towards sustainable products that focus on the protection of the environment, ethical procurement, and social responsibility. Online media is identified as a key facilitator in enhancing sustainability awareness and having a positive impact on purchase intentions. Open digital communication, authentic influencer communication, and readily available sustainability information are identified as key drivers that encourage responsible consumption behaviour among Gen-Z consumers. This study makes an important contribution to the body of literature on sustainability-focused consumer research by emphasizing the relationship between digital media engagement and sustainable purchasing behaviour among Gen-Z consumers. This study offers valuable insights to organizations and marketers who are interested in encouraging environmentally responsible consumption behaviour through digital communication.