Unveiling the future of responsible, sustainable, and ethical consumption: a bibliometric study on Gen Z and young consumers

In recent years, Gen Z and young consumers’ (GZYC) consumption behavior has drawn interest from marketers and researchers. Growing up with constant internet access and exposure to information (Li and Hasnah Hassan, 2023), Gen Zs are highly aware of social, environmental and sustainability issues (McKinsey and Company, 2023), driving ethical and sustainable purchasing decisions (Francis and Hoefel, 2018). PDI Technologies (2023) reported that 91% of Gen Z prefers buying from sustainable companies, with 77% willing to spend more on sustainable products and services. This trend highlights their clear preference for causes aligned with their ethical values and buying power (Zimand-Sheiner and Lissitsa, 2024).

As Gen Z becomes the largest consumer group, understanding their impact is essential (Li and Hasnah Hassan, 2023). With growing economic influence, they are poised to shape consumer markets, set new expectations and drive sustainability initiatives (Shen et al., 2024). However, studies on their sustainable consumption habits remain scant (Jeong and Kim, 2024). Li and Hasnah Hassan (2023) noted that Gen Z’s sustainable consumption warrants consideration.

Responsible consumption among young consumers involves making mindful choices to minimize harm, often focusing on immediate impacts like waste reduction and ethical sourcing (Kato et al., 2024). In contrast, sustainable consumption emphasizes long-term environmental impact and resource conservation, while ethical consumption prioritizes fairness, equity and social justice in purchasing decisions (Gentina and Tang, 2024; Watson et al., 2024). Examining the intersection of these concepts is crucial because these fields, while distinct, increasingly overlap in practice (Gentina and Tang, 2024; Watson et al., 2024). Understanding how these forms of consumption interact can provide valuable insights into the integrated approach young consumers take toward purchasing decisions (Kato et al., 2024).

Notwithstanding the increasing interest in young consumers and Gen Z research, the existing review literature remains limited to narrow subject areas. Previous studies, including the bibliometric analysis of Li and Hasnah Hassan (2023), primarily focus on mapping and identifying key research themes but lack a comprehensive examination of young consumers’ responsible, sustainable and ethical consumption. Similarly, other related review studies on organic apparel (Mishra and Devakumar, 2018) and fear of missing out (FOMO) in thrift shopping (Fauzan and Jaroenwanit, 2024) tend to focus on specific aspects of sustainable consumption but lack broader views of the intersecting fields. The study of Espejo et al. (2024) generally discusses Gen Z characteristics but does not address the complexities of their sustainable purchase behavior. Hitherto, no review study has offered a bibliometric perspective on these overlapping fields among young consumers, particularly Gen Z, despite decades of substantial research. The fragmented discourse hinders a cohesive understanding of key trends and influences, limiting clarity for future research. Given the diversity and interdisciplinary nature of existing literature, a comprehensive and unified review is needed to advance the field.

To our knowledge, this study presents the first bibliometric analysis that takes a broader view of GZYCs’ responsible, sustainable and ethical consumption research, highlighting the novelty of our research. Therefore, this study’s main purpose is to systematize the plethora of research publications in the GZYC field using bibliometric analysis. It aims to evaluate the scientific performance, and conceptual structure of the field, extracting valuable insights to guide future research and marketers. Specifically, the research questions (RQ) are:

Following bibliometric framework and guidelines of Zupic and Čater (2015), Donthu (2024), Donthu et al. (2021) and Lim et al. (2024), we implemented a bibliometric analysis of 546 papers sourced from Scopus and Web of Science (WoS) databases. Using R and Biblioshiny, we conducted both performance analysis and science mapping to explore the scientific performance and conceptual knowledge in this field. This study makes three significant contributions to GZYC literature. First, it examines publication trends, key articles, and leading journals to provide a foundational overview of the field’s development and scholarly impact. Second, it offers a conceptual mapping of GZYC literature, revealing insights into key research themes and thematic evolution of the field. Third, it uncovers knowledge gaps and offers insights to guide future researchers and marketers, while also providing recommendations for marketers, businesses and policymakers to better support Gen Z’s sustainable and ethical consumption.

The paper is structured as follows: Section 2 reviews the literature on responsible, sustainable and ethical consumption, characteristics and choices of GZYCs and related review studies. Section 3 outlines the research methodology. Section 4 presents the findings and analysis from the bibliometric review, including performance analysis of the field and mapping of the conceptual structure. Finally, Section 5 concludes the paper by outlining its theoretical contributions, proposing future research directions and presenting managerial, practical and policy implications, along with a discussion of its limitations.

Individuals make countless consumption decisions daily and often without deliberate reflection of their impact on society and the planet. Responsible consumption focuses on mindful selection, use and disposal of goods and services, emphasizing environmental sustainability, social equity and economic viability (Salonen, 2013). It emphasizes resource efficiency and waste reduction while focusing on minimizing negative externalities associated with consumption activities (Webb et al., 2008).

Sustainable consumption, a related but broader concept, involves practices that ensure efficient resource use, environmental preservation and long-term socio-economic impacts (Majhi, 2022; Sun and Ko, 2016). Such an approach is directly aligned with the United Nations’ Sustainable Development Goal (SDG) 12 of responsible consumption and production (UN, 2024). Integrating responsible consumption into sustainable practices, individuals and societies can contribute significantly to achieving these global goals and ensuring a more balanced and equitable future for all.

Ethical consumption extends the discourse beyond the tangible aspects of resource use, diving into the areas of moral responsibility and societal impact. It challenges consumers to consider the ethical implications of their purchasing decisions, urging them to support practices that promote fairness in labor, animal welfare and social justice (Djafarova and Foots, 2022; Fraser et al., 2023).

Generation Z, born between 1995 and 2010, is often referred to as “young consumers” or “digital natives” due to their immersion in a digital environment characterized by constant access to online information (Ghasri et al., 2019). Gen Z constitutes approximately 30% of the global population and represents 27% of the workforce, revealing their spending power and growing economic influence. Gen Z’s consumption habits are increasingly aligned with the principles of responsible, sustainable and ethical consumption, as they demand greater transparency, accountability and sustainable practices from brands and businesses. As a socially and technologically connected generation, they actively drive demand for ethical business practices and sustainable product offerings, holding companies to higher environmental and social standards.

Digital connectivity and social media are central to shaping Gen Z’s consumption choices (Confetto et al., 2023; Wilska et al., 2023). Platforms like Instagram, TikTok and YouTube expose them to sustainability narratives and ethical consumption models via content created by eco-conscious brands, environmental influencers and even fast fashion advocates. These interactions influence their purchasing decisions by reinforcing their values of sustainability and ethical responsibility, providing them with tools to evaluate brands critically. Their online communities often foster a shared commitment to environmental sustainability, allowing Gen Z to not only make eco-friendly choices but also to advocate for responsible and ethical consumption across digital spaces (de Lenne and Vandenbosch, 2017). Gen Z’s digital fluency further allows them to scrutinize brands more effectively, rewarding those that demonstrate genuine dedication to sustainable practices.

Raised in an era marked by growing environmental challenges, Gen Z is notably more ecologically conscious than previous generations (Bogueva and Marinova, 2022). Their strong preference for environmentally friendly products and commitment to reducing waste reflect a significant shift toward sustainable consumption. In addition, this generation is inclined to align their purchasing behaviors with values of sustainability, social equity and long-term environmental health, thereby adopting a holistic approach to responsible consumption (Dragolea et al., 2023). This tendency shows their desire to integrate ethical considerations, such as reducing environmental harm and promoting social well-being, into everyday consumption practices.

Gender identity further influences the ethical consumption decisions of Gen Z, with females typically exhibiting a higher inclination toward sustainable and ethical purchasing behaviors than males. This gender difference in consumption patterns is linked to deeper psychological and sociocultural drivers that shape ethical decision-making (Bulut et al., 2017; Pinna, 2020). Females are often more concerned about the social and environmental impact of their choices, which aligns with broader trends in responsible consumption. Understanding these gendered patterns can help marketers better tailor their sustainability messaging and offerings to resonate with Gen Z’s values.

Despite their vocal support for sustainability and ethical consumption, Gen Z often faces a tension between materialism and their commitment to responsible consumption. This generation frequently grapples with the desire for self-expression and social status through purchases, such as those in fast fashion, which can conflict with their environmental and ethical ideals (Robichaud and Yu, 2022; Zimand-Sheiner and Lissitsa, 2024). However, their increasing engagement with secondhand fashion, resale platforms and circular economy models reflects a developing effort to balance individualism with sustainable practices. This shift indicates a more nuanced form of sustainable consumption, where Gen Z values affordability, creativity and ethical responsibility in tandem (Gurova, 2024).

Research on responsible, sustainable and ethical consumption of young consumers has expanded, with scholars exploring various facets, including plastic pollution (Salifu et al., 2024; Wang et al., 2022) and eco-friendly packaging (Prakash and Pathak, 2017). Additionally, studies have explored consumer engagement with a variety of sustainable products, including eco-labeled products (Göçer and Sevil Oflaç, 2017; Song et al., 2020), green products (Yadav and Pathak, 2016a), organic food (Yadav and Pathak, 2016b) and recyclable items (Boyer et al., 2024; Chaturvedi et al., 2020). These areas of research underscore Gen Z’s growing commitment to responsible consumption, shaping the future of sustainable and ethical business practices.

Despite the growing body of research, existing bibliometric studies on young consumers often exhibit limitations (Irfan and Bryła, 2025), particularly in their ability to comprehensively analyze the field. For instance, Li and Hasnah Hassan (2023) provided insights into Gen Z’s purchasing behavior but missed crucial elements by not including a thematic map and the evolution of the research field. These tools are vital for identifying emerging themes and understanding the broader context of sustainable consumption. While Vergura et al. (2023), Haba et al. (2023) and Kumar Kar and Harichandan (2022) address green and sustainable consumption behavior, their study does not specifically target Gen Z, a cohort with unique characteristics and significant influence on future consumption trends.

Moreover, systematic literature reviews by Dabija et al. (2019) and Fauzan and Jaroenwanit (2024) underscore the rising importance of sustainability in retail and thrift fashion, particularly among Gen Z consumers. While these reviews contribute to understanding the theoretical underpinnings of sustainable consumption, their contributions are limited by a narrow focus and descriptive nature, limiting their ability to uncover broader emerging themes and trends in the GZYC field. For instance, Fauzan and Jaroenwanit’s (2024) exploration of FOMO-driven behavior in fashion thrifting introduces a novel perspective, yet it lacks a comprehensive analytical framework to assess the long-term implications of such behaviors on sustainable consumption. Similarly, Dabija et al. (2019) primarily examined young consumers, but its focus is within retail. None of these studies have comprehensively discussed the interconnected dimensions of responsible, sustainable and ethical consumption – an oversight that is particularly critical when examining GZYCs.

This study adapted the bibliometric research frameworks and guidelines proposed by Zupic and Čater (2015), Donthu (2024), Donthu et al. (2021) and Lim et al. (2024) to conduct a systematic bibliometric analysis focused on GZYCs. As illustrated in Figure 1, the analysis followed a four-stage framework designed to ensure a rigorous, transparent and high-quality review process.

Research design stage established the research objectives aimed at defining the research questions (Ruslan et al., 2023). The researchers formulated four research objectives: to highlight the production trends, relevant articles and influential journals in the GZYC field (RQ1), map the conceptual structure by identifying key research themes and thematic evolution in the field (RQ2), uncover knowledge gaps and provide directions for future research (RO3) and provide managerial, practical and policy implications (RQ4).

The data collection and selection stage focused on collecting bibliographic data from relevant literature sources. The researchers performed an initial scoping exercise to obtain a preliminary understanding of the present state of research (Linnenluecke et al., 2020). This involved accessing the Scopus and WoS databases, which are renowned for their wider coverage of scientific publications (Kumar Kar and Harichandan, 2022). A review of the literature was also undertaken to identify appropriate search terms. The researchers identified keywords included “Gen Z”, “Generation Z”, “young consumer”, “young consumer”, “digital native”, “post-millennial” “sustainab*”, “responsible”, “green”, “eco-friendly”, “eco-conscious”, “ethical”, “environment*”, “consumption”, “buy”, “shopping” and “purchas*”. The use of asterisks (*) allowed the inclusion of term variations, capturing single, plural and similar terms (e.g. sustainable, sustainability, purchase, purchasing, environmental, environmentally). The search strategy used complex Boolean operators (i.e. AND, OR) and advanced query functions: TITLE-ABS-KEY in Scopus and TS (Topic) in WoS. The searches were conducted in July 2024, resulting in initial lists of 775 documents from Scopus and 365 from WoS.

The researchers applied exclusion criteria aimed at providing more rigorous and comprehensive research insights. Only articles written in English were selected, allowing for broader dissemination of findings without introducing research bias (Morrison et al., 2012). In addition, the researchers excluded books, book chapters, conference papers, conference reviews and short surveys. These types of documents are often considered preliminary or may present incomplete findings, which could skew the analysis toward less validated or non-peer-reviewed information (Kristia et al., 2023). This filtering process reduced the Scopus list to 563 documents and the WoS list to 287 documents. Next, the researchers downloaded the complete bibliographic data from Scopus in a comma-separated value file format, including citations, bibliographical information, abstracts, keywords and funding details. Similarly, the full record from WoS was downloaded and saved as a plain text file.

The researchers used R version 4.1.2 software for data pre-processing, beginning by converting the initial lists into bibliographic data frames using the convert2df function from the Bibliometrix package and merging these frames to eliminate duplicates. The merged file resulted in a combined data set of 633 documents saved in an Excel file, with 217 duplicates removed. Since the Bibliometrix package does not include automated routines for data cleaning (Aria and Cuccurullo, 2017), the researchers undertook a manual cleaning process to ensure the data set’s quality and relevance. This involved a detailed review of titles, abstracts and keywords to assess each article’s appropriateness for the research objectives (Kumar Kar and Harichandan, 2022). Eighty-seven articles that did not align with the scope, are bibliometric studies, and duplicates were excluded from the data set (Kristia et al., 2023; Woolley, 2000), resulting in a final data set of 546 articles.

Bibliometrics analysis provides a quantitative approach to structuring and analyzing an extensive corpus of literature of a specific research domain (Zupic and Čater, 2015). It uses a macro-level approach for outlining knowledge structures, unveiling underlying research themes, and establishing prospective avenues for future research (Kumar Kar and Harichandan, 2022; Öztürk et al., 2024).

Data analysis focused on extracting meaningful insights using the Bibliometrix package and Biblioshiny tool. Bibliometrix is an R package that processes bibliographic data from research databases like Scopus and WoS, facilitating science mapping analysis and visualization (Aria and Cuccurullo, 2017). The Biblioshiny tool extends Bibliometrix by providing a Web-based interface through the Shiny package, allowing for user-friendly data analysis and interactive visualization (Aria and Cuccurullo, 2017). Bibliometrix was selected for its ability to accurately depict the research field with computational efficiency while Biblioshiny was chosen for its ease of use, clear visualization and straightforward interpretability (Halibas et al., 2023).

The key techniques used in the bibliometric analysis include performance analysis and science mapping. Performance analysis was implemented to explore scientific performance, providing insights into the trends, growth patterns and areas of intense scholarly activity in the GZYC field (Forliano et al., 2021). In parallel, science mapping aids in synthesizing research by uncovering underlying knowledge structures and relationships (Aria and Cuccurullo, 2017) and tracing the evolution of a research field (Zhang et al., 2021).

Three visuals were shown: keyword co-occurrence network, thematic map and thematic evolution. The keyword co-occurrence identified common themes, trends and focus areas in the GZYC field (Aria and Cuccurullo, 2017). The thematic map categorized these themes into four quadrants: motor, basic, niche and emerging. Motor themes represented well-established topics driving the field forward and indicating areas of significant development and influence (Aria et al., 2020). Basic themes indicated less developed topics, representing foundational knowledge of the field (Aria et al., 2020). Niche themes represented highly specialized and developed topics, though they may not have broad applicability outside their niche (Aria et al., 2020). Emerging themes denoted underdeveloped topics with potential for growth and future relevance, often they represent new or evolving areas of inquiry (Aria et al., 2020). Thematic evolution showed how research topics or themes within the field progress and transform over time, allowing researchers to identify patterns of change (Cobo et al., 2011).

During the analysis, authors’ keywords were used to encapsulate and represent the themes of the articles in the data set (Zhang et al., 2016). The number of nodes was set to 250 to effectively represent keywords. Keywords with similar meanings were merged, and non-informative words were excluded to enhance clarity. Likewise, authors’ keywords were used, instead of Keyword Plus, to uncover more research themes (Zhang et al., 2016).

In the Data Interpretation stage, the researchers not only provided descriptive discussions of the visuals but also offered supplementary discussions by reviewing the contents of relevant articles within each topic cluster. This comprehensive approach allowed for a nuanced understanding of the evolving trends in the field. Additionally, the researchers highlighted key gaps in the literature and offered suggestions for future research directions, presenting a balanced view of the current state of knowledge and areas needing further exploration.

The collection contains 546 articles published between 2004 and 2024, with 16,513 references from 258 sources, highlighting the range of publications and rich interconnection with existing literature. Each document received an average of 26.8 citations, reflecting the impact and relevance of the research. There are 1,756 author-defined keywords, offering insights into the key themes of the research field. Moreover, 1,475 authors contributed to the article publication in the collection, 45 of which are single-authored documents. This information indicates that research in this field has garnered scholarly attention worldwide and is anticipated to experience growth in the future.

GZYC research has been extensively studied over the past decades. Figure 2 shows the scientific production spanning 20 years, from 2004 to October 2024. The GZYC field has an annual growth rate of 22.0%, reflecting an increasing interest and research activity over the timespan. This is evident in over three-fourths of the articles being published in the past five years. The number of publications peaked at the highest, with 115 documents in 2023. With continued interest and ongoing contributions, the total number of publications by the end of 2024 is expected to set a new record, further cementing the GZYC field as a rapidly expanding area of academic inquiry in 2025.

Academic journals play a critical role in disseminating knowledge and shaping research trajectories within a field. Bibliometric analysis helps evaluate the significance and influence of journals, guiding researchers on the most relevant publication outlets (Agarwal et al., 2016). Table 1 shows the core journals in the GZYC field, offering insights into where scholars frequently publish their work.

The top 10 relevant journals were Sustainability, Young Consumers, British Food Journal, Journal of Cleaner Production, Foods, International Journal of Consumer Studies, Journal of Retailing and Consumer Services, Journal of Consumer Marketing, Business Strategy and the Environment and Food Quality and Preference. Notably, most of these journals are Q1-rank (Quartile 1) in the Scimago Journal Rank (SJR) and A-rank in the Australian Business Deans Council (ABDC), indicating a strong preference of scholars for publishing in high-quality journals within marketing, sustainability and food science.

The list of journals reflects the interdisciplinary scope of the GZYC field. The emphasis on food-related journals underscores the increasing focus on sustainable food choices, a crucial aspect of GZYCs’ ethical and responsible consumption patterns. The inclusion of business and marketing journals further suggests that sustainable business strategies, corporate responsibility and marketing are gaining traction as critical research areas.

Citations serve as a key indicator of a publication’s relevance and influence within a research domain (Forliano et al., 2021), as they reflect the extent to which a work has contributed to shaping ongoing scholarly discourse and influencing subsequent studies. Table 2 presents the most globally cited documents in the GZYC field, detailing their total citations (TC) and average total citations (ATC). This data serves as a benchmark for identifying key works that continue to inform and drive academic and practical discussions around GZYCs’ responsible, sustainable and ethical consumption behaviors.

The most cited work is Vermeir and Verbeke (2006), with 1,610 total citations and an ATC of 84.7, addressing the attitude-behavior intention gap of young consumers in sustainable food consumption. Yadav and Pathak (2016b) and Yadav and Pathak (2016a) with 885 citations and 400 citations, respectively, reinforce this discourse by examining green purchasing intentions of young consumers in developing nations, further emphasizing the role of regional and economic contexts in sustainable consumption. Several other high-impact studies reflect key areas within the YCGZ field. Lee (2008) explores green marketing opportunities among young consumers, while Prakash and Pathak (2017) focus on young consumers’ intention to buy eco-friendly packaged products in India. Priporas et al. (2017), with 302 citations, provide insights into Gen Z’s expectations in smart retailing, aligning with emerging trends in digital consumerism and sustainable business models. Kanchanapibul et al. (2014) and Kang et al. (2013) explore sustainable textile consumption and Lee (2010) contribute to the discourse on young consumers’ green purchase behavior and sustainable textiles, respectively, while Prakash et al. (2019) analyze values influencing their attitudes toward eco-friendly products. This array of research indicates an evolving yet sustained scholarly interest in the GZYC field.

Figure 3 depicts the network of keyword co-occurrence within the GZYC field, representing the research focus of the field (Lin et al., 2022). The clusters are color-coded, and each cluster has a representative keyword. The circle size indicates the relative frequency of keywords in the collection, while the color indicates keywords belonging to the same thematic cluster (Cobo et al., 2011). The analysis reveals nine distinct clusters, encompassing 39 author-defined keywords.

An in-depth examination of the keyword co-occurrence network reveals critical themes, offering insights into the conceptual knowledge structure of the field. This network visualization highlights how research efforts are systematically shaping the conceptual foundation.

Cluster 1 (red), comprising 11 keywords: sustainability, consumer behavior, COVID-19, green purchase intention, circular economy, fast fashion, consumption, fashion, environment, generations and consumer attitudes. Sustainability frequently co-occurs with consumer behavior, green purchase intention, and circular economy. The cluster reflects Gen Z’s growing inclination toward sustainable lifestyles, particularly in relation to fashion and broader consumption habits. This shift is influenced by their environmental attitudes and awareness of circular economy practices. The COVID-19 pandemic also emerges as a critical factor shaping these behaviors, with studies such as Han et al. (2024) and Šimek and Sadílek (2024) noting that the crisis intensified Gen Z’s interest in sustainable fashion and circular alternatives. Overall, this cluster underscores how global events, environmental consciousness and generational values converge to drive Gen Z’s engagement with responsible, sustainable and ethical consumption.

Cluster 2 (blue) centers on the intersection of two keywords: corporate social responsibility (CSR) and gender, highlighting how CSR initiatives influence purchasing decisions differently across gender identities. The literature consistently shows that gender plays a significant role in ethical and sustainable consumption, with women typically demonstrating a stronger inclination toward purchasing ethical products and supporting responsible brands (Bulut et al., 2017; Pinna, 2020). For example, Gen Z women are more likely than men to factor CSR efforts into their clothing purchases (Drury et al., 2022), whereas Gen Z men tend to prioritize product quality over sustainability, making them less likely to choose sustainable apparel (Barrera-Verdugo and Villarroel-Villarroel, 2022). These findings suggest that despite Gen Z’s reputation for progressive values, a persistent gender gap remains in CSR-influenced consumption behaviors.

Cluster 3 (green) revolves around the keywords Gen Z and Gen Y, highlighting generational differences in consumer behavior, especially in ethical and sustainable consumption. Studies often compare how these generations make purchasing decisions, emphasizing their attitudes toward sustainability. For example, among female Gen Y and Gen Z consumers in Slovakia, Gen Z shows the most positive attitude toward sustainable clothing but purchases less, while Gen Y not only supports sustainability but also buys more sustainable clothing (Taborecka et al., 2023). This cluster underscores the generational contrasts between Gen Z and Gen Y, revealing that while Gen Z may express stronger pro-sustainability attitudes, Gen Y tends to translate these values into more consistent purchasing behavior.

Cluster 4 (purple) centers on the keywords: green products, purchase behavior, and green consumption, highlighting a growing body of research examining the drivers behind Gen Z’s environmentally conscious purchasing. Studies show Gen Z’s willingness to pay more for green products, driven by peer influence, perceived green product quality and social media among others (Gomes et al., 2023; Ling et al., 2024; Michel et al., 2023). These factors not only influence Gen Z’s purchase behavior but also reinforce the adoption of green products as a social norm, fostering a culture of green consumption that is gaining traction within their peer networks and reshaping consumer expectations in sustainability-driven markets.

Cluster 5 (orange) revolves around the keywords: purchase intention, theory of planned behavior (TPB), environmental concern, environmental knowledge, environmental consciousness, organic food and health consciousness. This cluster underscores purchase intention as a key theme and highlights the application of the TPB to explain purchasing decisions (Ahmed et al., 2021; Djafarova and Foots, 2022; Setyawan et al., 2018; Yadav and Pathak, 2016a, 2016b). For instance, Ahmed et al. (2021) demonstrated that attitude, subjective norms and perceived behavioral control positively influence young consumer’s decision to purchase organic food. In addition, environmental knowledge and consciousness further reinforce pro-environmental motivations (Setyawan et al., 2018; Yadav and Pathak, 2016a, 2016b). Overall, this cluster illuminates the behavioral, environmental and health factors that shape eco-friendly purchase intentions among Gen Z.

Cluster 6 (brown) comprises four keywords: sustainable consumption, food, sustainable development and climate change. This cluster highlights the increasing environmental consciousness among GZYCs, particularly regarding the sustainability of food systems and their role in addressing broader climate challenges (Aktan and Kethüda, 2024; Bogueva and Marinova, 2022). It reflects this generation’s increasing preference for sustainable food choices, including plant-based diets, organic products and locally sourced ingredients – choices that align with their values around environmental preservation and social responsibility (Bogueva and Marinova, 2022). Collectively, these insights emphasize the significant role of food sustainability in shaping the ethical and ecological commitments of today’s young consumers.

Cluster 7 (pink) includes eight keywords: young consumers, environmental attitude, green marketing, consumer perception, green purchase behavior, food waste, pro-environmental behavior and values. This cluster examines the pro-environmental behaviors exhibited by young consumers, emphasizing how these shape their sustainable purchasing decisions (Grønhøj and Hubert, 2022). It highlights the influence of these attitudes on consumer perception, which drives green purchase behavior and interaction with green marketing. Moreover, the cluster addresses the critical issue of food waste (Dragolea et al., 2023), highlighting how young consumers’ values and pro-environmental causes influence their choices (Gerrath et al., 2024).

Cluster 8 (gray), consisting of two keywords: sharing economy and collaborative consumption. This cluster underscores the role that Gen Z consumers play in driving the growth and evolution of the sharing economy and collaborative consumption (Aktan and Kethüda, 2024). This cluster illustrates the effects of the sharing economy on shaping the consumption patterns of this generation, offering insights into how they are redefining sustainability in the modern world.

Figure 4 presents the thematic evolution of research topics in the GZYC field over three distinct periods: 2004–2013, 2014–2023 and 2024. The first period, 2004–2013, marks the emergence of sustainability as a significant area of interest, reflecting early awareness and concern regarding environmental issues among young consumers. In the second period, 2014–2023, the introduction of the term “digital natives” in this period reflects the recognition of Gen Z as a distinct group. Finally, the year 2024 serves as a pivotal moment for consolidating existing themes while exploring new directions. This temporal segmentation enables a thorough analysis of how research priorities and methodologies have shifted over time in the GZYC field.

From 2004–2013, research themes centered on sustainability and young consumers. This era marked the emergence of sustainability as a significant area of interest, reflecting early awareness and concern regarding environmental issues. The recurring focus on young consumers indicates the growing recognition of this demographic’s importance in the market and their potential influence on sustainable consumption trends (Autio and Heinonen, 2004; Hume, 2010).

The period from 2014 to 2023 saw a diversification and expansion of research topics. Sustainability was a dominant theme, indicating an increasing emphasis on sustainable practices in consumer behavior. Young consumers remained a critical demographic, with research investigating deeper into their specific consumption behaviors and values. The period also marked the beginning of the use of the term “digital natives”, referring to Gen Z. New themes such as consumption values, corporate social responsibility and the sharing economy emerged, reflecting a broader interest in understanding the various factors influencing consumption among young consumers (Butt et al., 2019; Neequaye et al., 2019; Ravikumar et al., 2022). Notably, green advertising became a specialized area of study, highlighting growing concerns about the green impact of the advertising industry (Genoveva and Darmawan, 2023).

In 2024, the GZYC field appears to have consolidated existing themes while also exploring new directions. Themes such as consumption values, CSR and green advertising, remain consistent from previous decades, indicating their relevance in the field. These streams of studies continue to explore the foundational aspects of consumer decision-making, the role of CSR in promoting responsible, sustainable or ethical consumption (Arboleda and Pilar, 2024), and the impact of green advertising strategies in influencing consumer perceptions and behaviors (Borah et al., 2024)

Materialism and social media themes, which emerged from earlier studies on young consumers, reflect the ongoing exploration of the tension between ethical values and consumer desires. Materialism theme suggests that despite growing awareness of sustainability and consumer ethics, the desire for material goods remains a significant factor in consumer behavior (Gentina and Tang, 2024), particularly with the rise of e-commerce and social commerce platforms. The theory of planned behavior theme also traces back to young consumer studies, indicating a continued interest in understanding the psychological and behavioral factors that drive sustainable consumption (Ruzgys and Pickering, 2024)

Newer themes like the circular economy, green marketing and pro-environmental behavior have emerged from the convergence of earlier themes such as sustainability and young consumers. This convergence reflects the field’s growing complexity, as researchers increasingly examine how systemic and individual factors interact to shape sustainable consumption patterns. The circular economy and sustainable fashion themes, for example, represent a shift toward more holistic approaches to sustainability (Bełch et al., 2024), where the entire lifecycle of products and services is considered in the fashion industry (Boyer et al., 2024). Green marketing and pro-environmental behavior indicate a focus on strategies that not only promote environmental benefits but also resonate with consumers’ values and behaviors (Borah et al., 2024; Polisetty et al., 2024; Shen et al., 2024).

The first decade comprises 22 papers across four thematic clusters (Figure 5), with a primarily focused on four key themes: young consumers, sustainability, peer influence and Hong Kong. Highly cited papers during this period, particularly those focusing on sustainable food consumption (Vermeir and Verbeke, 2006) (n = 1610) and green marketing opportunities in Hong Kong (Lee, 2008) (n = 601), had a significant impact on the field, shaping subsequent research around responsible consumption in young consumers. The terms “Generation Z”, “Gen Z” or “digital natives” were not yet used to describe young consumers during this period but began to appear in studies in the following periods.

Hong Kong, as a motor theme, is represented in a smaller, isolated cluster. This cluster concentrated on region-specific research, providing insights into young consumers’ behaviors in Hong Kong (Lee, 2008, 2010). Young consumers emerged as a basic theme and constituted the largest cluster underscoring its vital role in shaping the discourse on responsible consumption. This theme encompassed a broad examination of young consumers’ consumption behaviors and attitudes toward sustainability. For instance, Autio and Heinonen (2004) investigated how young consumers perceived green consumption and its alignment with sustainable development goals. Sustainability, which started as a niche theme, highlighted sustainable consumption and attitudes of young consumers (Hume, 2010), especially in environmentally sustainable textile and apparel (Kang et al., 2013; Kang and Kim, 2013) and healthy food (Suki, 2013). Peer influence overlapped with the sustainability theme, indicating a focused interest in understanding how social networks affect young consumers’ green consumption behaviors (Lee, 2010).

The second decade shows a significant surge of research within the field, with 417 papers – 19× more than the first decade – spread across 33 (33) different thematic clusters (Figure 6). Highly cited research in this cluster typically explored the unique ways in which young consumers approach sustainability, including their purchase intention toward green products (Yadav and Pathak, 2016a) (n = 885) and organic food (Yadav and Pathak, 2016b) (n = 400).

The motor theme quadrant reveals eight isolated thematic clusters: food, segmentation, eco-label, gender, consumer motivation, social norms, green consumption and environmental attitude. Food, an isolated cluster, emerges as one of the motor themes, reflecting the role of organic and alternative food choices among young consumers. Chen (2022) found that young consumers are receptive to buying plant-based meat when they have positive anticipated emotions and desires. Segmentation represents another motor cluster, highlighting the importance of sustainable consumer markets, especially the Gen Z consumer segment (Su et al., 2019; Verma, 2017). Eco-label is another motor theme, focusing on young consumers’ tendencies toward eco-labeled products and purchases (Göçer and Sevil Oflaç, 2017; Song et al., 2020). Gender and consumer motivation themes overlapped. Research in this cluster examined how gender influences attitudes toward ethical and sustainable consumption (Le et al., 2020; Taborecka et al., 2023). Consumer motivation theme highlights the need to understand individual and collective motivations driving young consumers to act sustainably, as it is essential for encouraging responsible behaviors (Wang et al., 2022). The social norms theme represents expectations within a society or group regarding sustainable behavior, examining the mindful consumption of young consumers (Gadhavi and Sahni, 2020; Zahid et al., 2023). Green consumption and environmental attitude themes also overlapped. The green consumption theme reflects the behavioral and generational factors influencing sustainable and green purchase decisions (Ham et al., 2022; Kumar et al., 2019; Lago et al., 2020). The environmental attitude theme indicates the environmental attitude and values of Gen Z consumers toward sustainable fashion and apparel (Arora and Manchanda, 2022; Chaturvedi et al., 2020; Tong and Su, 2018), organic food and wine (Pomarici et al., 2018; Rossi and Rivetti, 2023) and eco-friendly vehicles (Gulzari et al., 2022), among others.

The basic theme quadrant reveals nine isolated thematic clusters, namely, sustainability, consumer perception, young consumers, corporate social responsibility, communication, sharing economy, digital natives, sustainable behavior and green trust, which are foundational to the research field. The young consumers cluster, the most densely populated yet isolated cluster. The sustainability and consumer perception themes encapsulate the overarching principles of sustainability and Gen Z consumers’ perception of green and sustainable consumption (Dragolea et al., 2023). The corporate social responsibility theme includes studies that investigated how young consumers assess the environmental impact of corporate social responsibility (Butt et al., 2019) and how it is perceived by this demographic (Neequaye et al., 2019). The sharing economy and digital natives’ clusters have closely intertwined themes, reflecting the shift from ownership to access-based consumption among digital natives (Ravikumar et al., 2022). This is central to understanding how Gen Z engages in collaborative apparel consumption (McCoy et al., 2021) and second-hand luxury goods purchase (Kim-Vick and Yu, 2023). The overlapping themes of sustainable behavior and green trust encompass the actions and practices adopted by Gen Z consumers toward their commitment to environmental responsibility and trust in eco-friendly products (Gomes et al., 2023; Lee, 2020). Finally, the communications theme indicates how young consumers expressed their sustainable consumption practices in social media (Wilska et al., 2023).

The emerging theme quadrant reveals six clusters: perceived behavioral control, green advertising, norms, digital marketing, product attributes and seafood consumption. This quadrant highlights two distinct clusters. The first cluster, containing only the perceived behavioral control theme, stands alone, suggesting that researchers are increasingly focused on understanding how individual perceptions of control influence sustainable behaviors. This theme emphasizes the importance of self-efficacy and confidence in influencing responsible consumption choices, particularly among young consumers who may feel empowered to make environmentally conscious decisions when they perceive a greater degree of control over their actions (Wong et al., 2023). The second cluster is more complex, with overlapping themes of green advertising, norms, digital marketing, product attributes and seafood consumption. This overlap indicates a strong interconnection between how digital marketing, advertising strategies and societal norms influence consumer perceptions and behaviors regarding sustainable products. It suggests that digital marketing and green advertising are key drivers in promoting eco-friendly product attributes (Genoveva and Darmawan, 2023), including those related to seafood consumption (Forleo and Bredice, 2023).

The niche theme quadrant reveals ten thematic clusters: egoistic value, perceived consumer effectiveness, discrete choice experiment, principal component analysis, behavior, online consumer behavior, food choice, sustainable tourism, quantitative methods and consumption values. The first cluster contains overlapping themes of egoistic value and perceived consumer effectiveness. This includes studies that investigated if perceived consumer effectiveness and egoistic value influence their attitude and purchase intention for sustainable products (Kovacs and Keresztes, 2022; Prakash et al., 2019). The second cluster of studies includes the themes, behavior and principal component analysis, indicating the use of advanced statistical techniques like principal component analysis to refine and better understand behavioral patterns within this demographic (Homer, 2023). Similarly, the third cluster emphasizes the use of discrete choice experiments. For instance, Dinh et al. (2021) used it to explore the green characteristics influencing young consumers’ purchase intentions. The fourth cluster has overlapping themes that include online consumer behavior, food choice, quantitative methods, sustainable tourism and consumption value, helping understand young consumers’ sustainable consumption patterns and methodological approaches in various contexts.

The third decade features 17 thematic clusters encompassing 107 studies (Figure 7), representing a quarter of the total studies from the second decade, despite covering only the initial six months of this period (January to July, 2024). This period also saw the diversification of research themes, with scholars exploring many topics related to responsible, sustainable and ethical consumption. Key focus areas include sustainable consumption, sustainability, green advertising, social media, novel food, green marketing, corporate social responsibility, theory of planned behavior, food security, circular economy, consumption, consumption values, cosmetics, tourism, pro-environmental behavior, materialism and sustainable fashion. Notably, frequently cited studies during this period centered on the green consumption intentions and behaviors of Gen Z consumers (n = 9; n = 14) (Irfany et al., 2024; Ling et al., 2024).

Sustainable consumption and pro-environmental behavior emerged as motor themes, dominating the discourse with substantial and isolated clusters. As the most significant driver of research during this period, sustainable consumption continued to be at the forefront of discussions, encapsulating a wide range of studies including environmental beliefs and knowledge (Watson et al., 2024), environmental consciousness (Palanichamy et al., 2024) and green consumption behavior (Salifu et al., 2024) among others. Pro-environmental behavior represents the foundational attitudes and actions that underpin sustainable consumption practices (Polisetty et al., 2024; Shen et al., 2024).

Sustainability is identified as a basic theme, forming a significant yet isolated cluster. It emphasized the continued importance in influencing young consumers’ values and choices (Irfany et al., 2024; Roa-Goyes and Pickering, 2024). Social media, the Theory of Planned Behavior (TPB) and the circular economy also emerged as basic themes, albeit with smaller, isolated clusters. Social media’s influence on consumer behavior, particularly among Gen Z, continued to be a focal point (Ling et al., 2024), while the TPB provided a robust framework for understanding the determinants of sustainable consumer actions (Ruzgys and Pickering, 2024; Wu et al., 2024). The circular economy offered insights into how young consumers are adopting circular practices, including the choice of pro-ecological products (Bełch et al., 2024).

Green advertising and consumption are niche themes represented by overlapping clusters, investigating the impact of green advertising on green purchase behavior (Borah et al., 2024) and the influence of nutrition labeling on the responsible consumption patterns of Gen Z consumers (Bobe et al., 2024). Other niche themes during this period include novel food, green marketing, corporate social responsibility, food security, consumption values, cosmetics, tourism, materialism and sustainable fashion, which formed small, overlapping clusters. These themes represent the forefront of research, where innovative ideas and practices are being explored. CSR, for example, intersects with green marketing, food security and materialism, reflecting the growing importance of ethical considerations in Gen Z consumers’ decision-making (Arboleda and Pilar, 2024; Lopes et al., 2024). Similarly, the novel food cluster underscores the increasing interest in alternative food sources and their acceptance among young consumers (Meixner et al., 2024). Sustainable fashion is not just about eco-friendly materials but also intersects with broader concerns about materialism and social responsibility, indicating an approach to understanding the behaviors of Gen Z consumers (Boyer et al., 2024; Gurova, 2024). These overlapping clusters suggest a convergence of ideas where emerging trends are increasingly interconnected.

This study significantly advances the understanding of the GZYC field through bibliometric analysis. The analysis includes 546 articles published between 2004 and 2024, uncovering key research trends and patterns in this field. The performance analysis shows a consistent annual growth of 22.02% in publications, highlighting the continued interest in this research field.

The keyword co-occurrence network in the GZYC field reveals eight distinct research clusters, each representing key thematic areas within the field. Cluster 1, the largest, focuses on sustainability trends in Gen Z consumption. Cluster 2 examines the intersection of corporate social responsibility and gender, exploring how gender identity influences ethical consumption and highlighting the importance of inclusive strategies. Cluster 3 compares the attitudes of Gen Z and Gen Y toward sustainable consumption. Cluster 4 examines the relationship between green products and green purchasing behavior. Cluster 5 examines the factors forming sustainable purchase intentions. Cluster 6 focuses on food sustainability among young consumers. Cluster 7 explores pro-environmental behaviors of young consumers. Finally, Cluster 8 examines the sharing economy and collaborative consumption trends, highlighting Gen Z consumers’ role in reshaping sustainability in a sharing economy.

During the first decade, research primarily concentrated on the emerging awareness of sustainability among young consumers, marking the early recognition of their potential influence on sustainable consumption. The second decade saw an expansion of themes, including digital natives, consumption values, corporate social responsibility, green advertising and the sharing economy, reflecting a broader interest in the factors influencing Gen Z consumers’ behavior. In 2024, the focus has further consolidated around sustainability, with emerging interests in the circular economy, sustainable fashion, green marketing and pro-environmental behavior.

The thematic map shows foundational themes to more diverse topics. In the first decade, motor and basic themes included young consumers and regional-specific factors like Hong Kong. The second decade saw diversification, with green consumption and environmental attitude emerging as motor themes alongside CSR and sharing economy. By the third decade, sustainable consumption emerged as the dominant motor theme, a finding supported Li and Hasnah Hassan (2023) who highlighted the need for an increased focus on this research. Moreover, new basic topics such as pro-environmental behavior, circular economy, social media and TPB have surfaced, indicating a deeper exploration of systemic changes, social and economic concerns in the patterns of sustainable consumption behavior among Gen Z consumers.

The findings reveal that sharing economy and collaborative consumption appear as small, isolated clusters, highlighting the limited integration of these concepts in current research. Initiatives such as clothing rentals and second-hand marketplaces represent viable circular strategies that align with Gen Z’s sustainability and ethical values (Pham et al., 2021; Surmacz et al., 2024). Studying how such models reshape young consumers’ attitudes toward ownership, sustainability and community participation can provide deeper insights.

The circular economy has emerged as a key approach to promoting sustainable consumption (de Aguiar Hugo et al., 2023). Understanding the motivations, barriers and facilitators of circular economy adoption is important, especially when considering regional and cultural variations. Research should also prioritize examining the extent to which Gen Z consumers are engaging with circular economy practices beyond sustainable fashion.

However, materialism presents a key challenge. Despite Gen Z’s expressed commitment to ethical and sustainable values (Robichaud and Yu, 2022), their environmental concerns are often moderated by materialistic tendencies and social pressures (Gentina and Tang, 2024); Zimand-Sheiner and Lissitsa, 2024). Fast fashion, for example, continues to appeal due to its links to self-expression and social validation (Bläse et al., 2024; Rhee and Johnson, 2019), resulting in an intention–behavior gap (Palomo-Domínguez et al., 2023). Future studies should explore strategies to make sustainable consumption more appealing to a trend-driven and status-conscious generation.

CSR has gained prominence as young consumers increasingly appreciate ethical business practices (Sawicka and Marcinkowska, 2023). Future research should explore the influence of CSR initiatives on Gen Z’s purchasing decisions, brand loyalty, and long-term brand relationships. Analyzing the role of CSR in fostering consumer trust and how these impacts differ across cultures will be important.

Green marketing and advertising remain essential yet evolving themes within the GZYC field (Mehraj et al., 2023; Prieto-Sandoval et al., 2022). Subsequent studies should continually assess the effectiveness of various green marketing strategies in shaping young consumers’ purchase intentions. It is essential to analyze how different green advertising approaches – emphasizing trust, authenticity, transparency and emotional appeals – affect Gen Z’s sustainable consumption behavior (Borah et al., 2024; Genoveva and Darmawan, 2023).

Finally, the effects of social media on influencing green purchasing behavior warrant further exploration (Sethuraman et al., 2023). Platforms that enable user-generated content, influencer engagement and peer endorsement can significantly influence Gen Z’s attitudes toward sustainability. Understanding how these digital dynamics affect sustainable consumption can guide both academic inquiry and marketing practice.

The findings of this study offer valuable insights for managers and marketers seeking to engage with Gen Z consumers, who are increasingly driving trends in responsible, sustainable and ethical consumption. Given the strong emphasis on sustainability across various research clusters, companies should prioritize integrating sustainability into their products, services and marketing strategies to meet the demands of this eco-conscious generation.

To capitalize on Gen Z’s growing preference for green products, businesses should focus on creating environmentally friendly, ethically sourced offerings that are transparently marketed. This can be achieved by incorporating sustainable materials in production, promoting circular economy principles such as product reuse and recycling and ensuring raw materials are sourced from certified sustainable suppliers (de Aguiar Hugo et al., 2023). Additionally, businesses can reduce environmental impact throughout the product lifecycle and adopt green packaging solutions that minimize waste.

In light of Gen Z’s heightened focus on minimizing food waste, businesses can explore strategies to address this concern. These could include sourcing surplus produce for value-added products, reducing packaging waste or partnering with organizations that connect food retailers with consumers willing to purchase surplus food at discounted prices. Offering consumers more control over food purchases – such as smaller portion sizes or flexible subscription models – could further help reduce food waste at the consumer level.

Additionally, understanding the role of gender and generational differences is essential. Given that Gen Z men often focus on quality over sustainability (Barrera-Verdugo and Villarroel-Villarroel, 2022), promoting the idea that sustainable clothing can be high quality could help shift Gen Z male consumers’ perceptions and encourage greater engagement in ethical fashion choices. Gen Z values inclusivity and authenticity in the brands they support, meaning that businesses should tailor sustainability messaging and initiatives to reflect these values.

Considering Gen Z’s digital fluency, companies should leverage social media and digital platforms to effectively communicate sustainability efforts. Social media and environmental education are key tools for enhancing green product engagement (Ling et al., 2024). Likewise, using influencers who align with the brand’s sustainability goals can amplify these messages and boosts their credibility and increases consumer trust among Gen Z. Managers can also invest in interactive content, like sustainability challenges or virtual product tours, to engage with their eco-conscious young audience in meaningful ways.

By adopting these strategies, companies cannot only align with Gen Z’s values but also drive growth in a rapidly evolving market. Through the integration of sustainability into every facet of business operations, firms can meet Gen Z’s expectations and contribute to the broader goal of sustainability.

This study highlights the need for policymakers to tailor their sustainability initiatives to engage Gen Z, a generation increasingly concerned with environmental issues. There is also a prevailing belief that systemic change should be led by governments, corporations and other powerful institutions (Skeirytė et al., 2022). This highlights a generational dynamic where Gen Z’s behavior is viewed as important but insufficient without broader structural transformation.

Policymakers should focus on fostering sustainability awareness and behaviors among this cohort by integrating sustainability-focused education in schools, universities and digital platforms (Abo-Khalil, 2024). By incorporating sustainability topics into school curricula and university courses, as well as leveraging popular social media platforms and online campaigns, policymakers can reach Gen Z where they are most active and influence their purchasing decisions. Addressing topics like eco-labeling, sustainable food choices and resource conservation in these platforms will help instill environmentally conscious values in young consumers.

To make sustainable products more accessible and appealing to Gen Z, policymakers can offer economic incentives such as tax breaks, subsidies or rebates for eco-friendly products (Zolfagharinia et al., 2023). These incentives could influence Gen Z’s sustainable purchase behavior and support their growing interest in green products.

Transparency and authenticity in green marketing is essential for empowering Gen Z consumers, who are willing to pay more for green products (Gomes et al., 2023). Policymakers can enhance its mandate that businesses provide clear, honest and accessible sustainability information, including product carbon footprints, sourcing practices and supply chain transparency purchase (Kabaja et al., 2023). Such regulations would help ensure that Gen Z consumers can trust the environmental claims of brands, preventing misleading or false advertising (greenwashing) that could undermine their trust in sustainability initiatives.

It is important to recognize that this study has limitations. First, using Scopus and WoS databases may have led to the omission of relevant papers in the GZYC field. Future researchers are encouraged to incorporate additional databases to achieve more extensive literature coverage. Second, the study exclusively focused on journal articles, potentially overlooking valuable insights from other scholarly sources. Incorporating these types of articles into the analysis could yield a more comprehensive understanding of the field. Despite these limitations, bibliometrics analysis provides useful insights for advancing knowledge in the GZYC field.