Equalizing Effect of Digital Media on Sustainable Purchasing Behavior of Rural and Urban Youth in Banke District, Nepal

Abstract

This research examines whether digital media has a similar impact on the sustainable purchasing behavior of young consumers in rural and urban areas in Lumbini Province, Nepal. The internet is not available to everyone in the same way. In cities, 76 percent of people have internet access. In rural areas, it is only about 34 percent. The study's objective is to identify whether digital sustainability content is equally effective across all parts of the country, including rural and urban areas, or less effective in some areas than in others. Based on a stratified sample of 500 secondary-level students (250 from rural areas, 250 from urban areas), we assess the perceived importance of digital media in decision-making and satisfaction with sustainability information. No statistically significant difference was found in importance ratings between rural and urban respondents, as shown by Chi-square analysis (χ² = 2.027, p = 0.731), and in satisfaction (χ² = 3.99, p = 0.408). The results also show that satisfaction and perceived importance are positively related in both. The policy details indicate that we could have robust, nationwide plans for digital initiatives that are sustainable and enduring. It also stresses the importance of continuing to invest in making things easily accessible and providing local content. This study helps us better understand how to keep marketing efforts going in South Asia. Maybe the internet is helping to even out eco-friendly practices throughout various areas. The results from the study can be useful for decision-makers.