ABSTRACT Sustainable behaviour is highly relevant in domains containing the Generation Z cohort. To address this, the current study employs bibliometric analysis and targeted content analysis to explore literature on sustainable behaviour among Generation Z, examining theoretical evolution, scholarly contributions, thematic development and future research directions in the field. Drawing data from the Web of Science and Scopus databases to generate a comprehensive sample for analysis, this study applies the PRISMA framework guidelines to gather 501 papers and analyses them through the ‘Bibliometrix’ and ‘tidyverse’ RStudio packages. Findings highlighted ‘gamification’, ‘AI’, and ‘technology’ as emerging themes in the field. Moreover, it was determined that the focus of prior research is primarily on understanding the behaviour, consumption patterns and intention of youngsters. Through the application of bibliometric analysis, this study identifies research gaps and outlines future research directions, offering valuable insights for scholars and policymakers to advance sustainable engagement among Gen Z.
Showkat et al. (Mon,) studied this question.