Generation Z in hybrid retail networks: a systematic synthesis

Purpose This study synthesises research on Generation Z's participation in omnichannel and phygital retail environments. It examines how digitally native consumers navigate hybrid customer journeys and how these behaviours influence retail channel integration and value creation. Design/methodology/approach A Preferred Reporting Items for Systematic Reviews and Meta-Analyses-guided systematic literature review was conducted using peer-reviewed journal articles indexed in Scopus and Web of Science. The final sample of 37 studies was analysed using bibliographic coupling to map thematic clusters and the Theory–Context–Characteristics–Methodology (TCCM) framework to examine theories, contexts, constructs and methodological approaches. Findings The review identifies six research streams: phygital journeys, digital engagement, technology adoption, omnichannel decision-making, smart retail and virtual retail well-being. The TCCM analysis shows a technology-centric field dominated by technology acceptance and stimulus–response theories. Research is concentrated in retail-based omnichannel and phygital contexts, with engagement and loyalty emerging as the primary outcomes. The literature relies heavily on cross-sectional survey designs, with limited longitudinal, behavioural and cross-cultural research. Social implications The study highlights the importance of responsible hybrid retail design that balances innovation with consumer well-being, autonomy, and trust in increasingly data-driven environments. Originality/value This review integrates dispersed findings across omnichannel and phygital research, repositioning Generation Z as a strategic lens for understanding hybrid retail networks. It extends existing scholarship by identifying key theoretical, contextual, characteristic, and methodological gaps and proposing a future research agenda.