The research explores the impact of social media on eco-tourism awareness among Gen-Z in developing nations, specifically on Bangladesh. Since Gen-Z people are digital natives, they often use sites like Instagram, TikTok, YouTube, and Facebook as sources for travel knowledge about the environment. With the increasing interest in eco-tourism due to growing environmental consciousness and post-COVID travel patterns, there is still a lack of harmony between awareness and sustainable practices. In this research, quantitative methodology was employed to gather primary data from 200 Gen Z (Convenience Sampling Method) participants via a structured questionnaire. The main variables analyzed were Social Media Engagement (SME), Information Quality (IQ), User-Generated Content (UGC), and Eco-Tourism Awareness (ETA) based on a five-point Likert Scale. Analysis and interpretation were done with statistical tools such as reliability analysis and multiple regressions through SPSS software. The results indicate that social media significantly influences eco-tourism awareness. In terms of predictors, Social Media Engagement proved to be the strongest and most significant determinant of eco-tourism awareness, with Information Quality also having a positive and significant effect. On the other hand, User-Generated Content had a positive yet insignificant effect on eco-tourism awareness, indicating that the mere consumption of content generated by peers may not be credible enough. The research shows that even though Generation Z shows some level of eco-tourism awareness and understands the benefits of eco-tourism, there is a behavior-awareness gap. There could be many reasons why Gen Z is not actively participating in eco-friendly activities despite their awareness. Some of these reasons include convenience, financial limitations, and misinformation. Although the study faces challenges such as convenience sampling and cross-sectional design, it is still helpful for policy makers and tourism practitioners. The findings indicate that information dissemination through social media platforms can play a pivotal role in promoting eco-tourism.