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This is a Literature Review study.

August 25, 2025Open Access

A symbolic–visual advertising framework for engaging China’s generation Z in sustainable consumption

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Authors

YGYan GuChangchun University of Chinese Medicine RMRosalam Che MeUniversiti Putra Malaysia EPErnesto PujazonWeifang University of Science and Technology

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Implication

This analysis identifies key advertising strategies for engaging generation Z in sustainable consumption, suggesting implications for cultural resonance.

Key Points

Engaging generation Z through sustainable consumption requires culturally relevant advertising strategies, especially in China.
Key findings reveal three strategies: symbolic encoding, visual immersion, and participatory orchestration.
Thematic analysis of campaigns highlights the role of symbolic consumption and visual narrative in shaping consumer behaviors.
This framework supports advertisers in creating more impactful and meaningful messages for sustainability awareness.

Cite This Study

Gu et al. (2025) studied this question.

synapsesocial.com/papers/68af5f07ad7bf08b1eae186b https://doi.org/10.21203/rs.3.rs-7015299/v1

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Implication

This analysis identifies key advertising strategies for engaging generation Z in sustainable consumption, suggesting implications for cultural resonance.

A symbolic–visual advertising framework for engaging China’s generation Z in sustainable consumption

Discussion

Member takes

Implication

Key Points

Cite This Study

A symbolic–visual advertising framework for engaging China’s generation Z in sustainable consumption

Discussion

Member takes

Implication

Key Points

Cite This Study

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