Generation Z and Sustainability: A bibliometric study and business strategies
DOI:
https://doi.org/10.29105/vtga12.1-1193Keywords:
Generation Z, Sustentability, sustainable development, consumer behavior, bibliometric analysisAbstract
The document presents a study on the connection between Generation Z and sustainability, based on a review of 303 scientific publications indexed in Scopus from 2015 to 2025. In addition, this research carries out a bibliographic analysis of the 10 most cited articles and analyzes trends in studies on how Generation Z has been treated in the field of sustainability, addressing issues such as conscious consumption, sustainable tourism, and the implementation of green technologies. The study shows a sustained increase in scientific production, with significant growth since 2022. In geographical terms, the United States has the largest number of publications, followed by India, Italy, and China, respectively. The most active publishers in the dissemination of these studies are MDPI and Emerald Publishing. Furthermore, the study uses the VOSviewer v1.6.20 tool. Among the 10 most cited authors, a diversity of topics is observed, but with a tendency toward an understanding of Generation Z consumer behavior in relation to sustainability.
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Copyright (c) 2025 Carlos Sebastian Cordero Espinosa, Janeth Coromoto Castillo-Cáceres, Maria Isabel Vera Zamora
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