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

Purpose This study aims to investigate the key research themes and their evolutionary trajectory within the Gen Z and young consumers (GZYC) field, focusing on the interconnected dimensions of responsible, sustainable and ethical consumption. By using thematic maps and co-occurrence networks, the research seeks to identify significant trends and interconnections that shape sustainable behavior among this demographic. Design/methodology/approach This study used a bibliometric analysis of 546 papers sourced from the Scopus and Web of Science databases, following the framework established by Zupic and Cater (2015), Donthu (2024), Donthu et al. (2021) and Lim et al. (2024). Using R and Biblioshiny, the authors conducted performance analysis and science mapping to examine scientific output and conceptual themes within the GZYC field. Findings The performance analysis reveals an annual growth rate of 22.02% in publications, highlighting the increasing research interest in this area. The keyword co-occurrence analysis revealed eight distinct research clusters within the GZYC field, each representing key dimensions of responsible, sustainable and ethical consumption. These clusters encompass themes such as corporate social responsibility, gender and generational differences, green products, food sustainability, pro-environmental behaviors, the sharing economy and collaborative consumption, among others. The thematic maps and evolution revealed that over time, the focus has shifted. The first decade centered on sustainability and young consumers, while the second decade broadened to corporate social responsibility, green advertising and the sharing economy. By 2024, the focus has shifted toward more systemic and psychological perspectives, emphasizing the circular economy, sustainable fashion and materialism of Z consumers. Research limitations/implications This study highlights emerging yet underexplored areas in GZYC sustainable consumption, such as the sharing economy, circular practices and collaborative consumption. While Gen Z expresses ethical values, materialism and social pressures often hinder sustainable behavior. Circular economy adoption, particularly beyond fashion, requires deeper exploration of motivations, barriers and cultural contexts. Corporate social responsibility, green marketing and authentic advertising are key to influencing sustainable purchasing decisions. Moreover, social media plays a pivotal role in shaping green behavior through influencer culture and peer dynamics. Future research should address these factors to bridge the attitude–behavior gap in sustainable consumption. Practical implications This study provides guidance for businesses and policymakers to better engage Gen Z, a generation deeply concerned with sustainability. Managers should integrate eco-friendly practices across products and marketing, embrace circular economy principles and leverage social media and influencers to build trust. Tailoring strategies to gender and generational differences is also key. Policymakers should promote sustainability education, incentivize green purchases and regulate transparent environmental claims to prevent greenwashing. By fostering systemic change and supporting authentic brand engagement, both sectors can align with Gen Z’s values and accelerate the shift toward more responsible and sustainable consumption behaviors. Social implications This study highlights the growing influence of Gen Z in shaping socially responsible consumption patterns. As a socially conscious generation, Gen Z expects brands to reflect values like inclusivity, equity and authenticity. Their preference for ethical sourcing, fair labor practices and transparent communication pressures companies to prioritize social justice alongside environmental goals. Moreover, their digital activism and peer influence can drive collective behavior change, promoting more ethical consumption across society. Encouraging Gen Z’s active participation in sustainability dialogues can foster a culture of accountability and shared responsibility, ultimately contributing to more equitable and socially inclusive consumption systems. Originality/value This research contributes to the GZYC field by providing a novel bibliometric perspective that combines thematic mapping and evolution with keyword co-occurrence network analysis. It offers a comprehensive view of the evolving themes in responsible, sustainable and ethical consumption among GZYC, addressing previously identified gaps in the literature.