This study examines the influence of social media and artificial intelligence (AI) on the buying behaviour of Generation Y and Generation Z towards eco-friendly food products. In the digital era, social media platforms such as Instagram, YouTube, and Facebook have become powerful tools for marketing, while AI technologies enable personalized advertisements, recommendations, and content delivery based on user preferences. These advancements have significantly transformed the way consumers interact with and purchase sustainable food products. The primary objective of this study is to analyse how social media exposure and AI-driven marketing strategies affect the awareness, perception, and purchasing decisions of Gen Y and Gen Z consumers. It also aims to compare the behavioural patterns of these two generations in terms of their responsiveness to influencers, advertisements, and digital recommendations related to eco-friendly food products. The research adopts a descriptive and analytical approach, using both primary and secondary data. Primary data is collected through a structured questionnaire from respondents belonging to Gen Y and Gen Z. The study focuses on key factors such as social media usage, influence of digital content, trust in online information, and preference for sustainable consumption. The findings of the study are expected to reveal that Gen Z is more influenced by social media trends and influencer marketing, whereas Gen Y tends to rely more on product information, reviews, and credibility. Additionally, AI-enabled marketing strategies are likely to play a significant role in shaping consumer preferences and encouraging the adoption of eco-friendly food products. The study provides valuable insights for marketers, policymakers, and agri-business firms to design effective digital marketing strategies that promote sustainable consumption among different consumer segments.