Generation Z and Consumer Awareness in Sustainable Consumption: A Bibliometric Analysis

Dewi Deniaty Sholihah (), Achmad Rizqan, Umi Farichah Bascha, Siti Aisyah Binti Asrul, Retno Dwi Astutik and Anggun Mizwa Anugerah
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Dewi Deniaty Sholihah: Universitas Pembangunan Nasional Veteran
Achmad Rizqan: Universitas Muhammadiyah Yogyakarta
Umi Farichah Bascha: Universitas Airlangga
Siti Aisyah Binti Asrul: Universiti Teknologi MARA (UiTM)
Retno Dwi Astutik: Universitas Pembangunan Nasional Veteran
Anggun Mizwa Anugerah: Universitas Pembangunan Nasional Veteran

A chapter in Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024), 2025, pp 27-38 from Springer

Abstract: Abstract This study presents a bibliometric analysis of research on Generation Z and consumer awareness in the context of sustainable consumption. Utilizing articles published between 2014 and 2024, a total of 256 relevant publications were analyzed using VOSviewer and Publish or Perish. The findings reveal five key research clusters, with sustainable consumption at the core, closely linked to consumer behavior, green marketing, and the Sustainable Development Goals (SDGs). The analysis highlights Generation Z’s growing influence on sustainability, particularly through increased consumer awareness and engagement with sustainable products. Emerging topics such as greenwashing and the circular economy were also identified as areas of rising academic interest. This study provides a comprehensive overview of the current research landscape, offering insights for future studies on how Generation Z can drive sustainable consumption practices and contribute to global sustainability efforts.

Keywords: Sustainable consumption; Consumer awareness; Generation Z; Sustainable Development Goals; Green marketing; Environmental sustainability (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-698-7_4

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DOI: 10.2991/978-94-6463-698-7_4

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