Avatar Sustainability Nexus: How Metaverse Avatars Nudge Generation Z Toward Sustainable Consumption

The purpose of this paper is to discuss the potential of metaverse avatars as behavioural nudges that can encourage sustainable consumption among Generation Z consumers. Based on identity theory and the extended self-concept, the research presents the Avatar-Sustainability Nexus Framework (ASNF) where the virtual self-expression of avatars in immersive e-commerce settings relates to real-world sustainable purchasing behaviour. The paper utilizes a bibliometric search of the Scopus-indexed articles (2020-2025) with the keyword combinations that correspond to the concepts of sustainable consumption, digital marketing, metaverse technologies, and Generation Z to base the conceptual framework on the existing literature. Most of the findings indicate three research clusters are predominant: (1) sustainable consumption and digital marketing, (2) metaverse and immersive technologies, and (3) sustainability in tourism and experience settings, yet there is still an evident gap in the theoretical understanding of the intersection of avatar-driven identity and sustainable consumption. One of the major shortcomings is that the framework is theoretical and has not been empirically verified yet and therefore the relations fronted should be regarded as a testable hypothesis as opposed to a factual relationship. This research is relevant to the current body of literature on consumer behaviour and sustainable marketing as it places the metaverse avatar as a new theoretical and practical tool to promote sustainable lifestyles among digitally native consumers.