A Conceptual Framework for Sustainable Advertising Design to Engage Generation Z in China

China’s Generation Z plays a pivotal role in advancing sustainable development, yet their engagement with sustainable consumption remains limited due to symbolic, emotional, and cultural disconnections in existing advertising strategies. This study aims to explore how advertising can more effectively resonate with Chinese Gen Z by synthesising cross-disciplinary insights on symbolic consumption, sustainability communication, and visual engagement. Employing an integrative literature review methodology guided by the RQ-CONSTRUCT framework, the study analysed 63 core publications selected from a pool of over 10,000 sources across English and Chinese databases. The review identified three dominant themes—symbolic value construction, emotional resonance, and digital engagement—that shape Gen Z’s receptiveness to sustainability messages. Based on these themes, the study develops the CGEN-Z SCA Framework, a conceptual model encompassing four dimensions: symbolic representation, emotional connection, digital interaction, and cultural resonance. This framework offers a strategic lens for designing culturally relevant, affectively powerful, and digitally engaging advertising that fosters sustainable behaviours among China’s Generation Z. The study contributes to the literature by bridging symbolic consumption theory and sustainability communication, while providing practical guidance for designers, educators, and policymakers seeking to promote behavioural transformation through visual persuasion.