Gen Z and social responsibility in sustainable consumption practices: current research trends and future directions

Abstract

In the context of sustainable development becoming a global priority, Generation Z, with a high level of awareness of environmental issues, is gradually establishing its role as a key consumer force. This study aims to cluster research themes, identify andpresent the most significant topics related to Gen Z and their social responsibility in sustainable consumption practices, thereby proposing directions for future research. A bibliometric analysis was conducted on a sample of 414 documents retrieved from the Scopus database, using VOSviewer and Microsoft Excel software. The results indicated that since 2017, academic interest in this topic has increased significantly, accompanied by a rise in both publication output and citation counts. Nevertheless, Gen Z and sustainable consumption remain a promising and underexplored research area. The findings provide valuable academic and practical insights, supporting managers and businesses in decision-making to encourage sustainable consumption behavior among younger generations.