Generational Analysis on Sustainable Consumption: A Systematic Literature Review for Theory and Practice Innovation

Abstract

The rise of sustainability studies over the past twenty years has drawn the attention of both academics and practitioners. This research examines the existing literature on sustainability from the perspective of different consumer generational cohorts. Using the TCCM framework and the PRISMA protocol, we synthesize existing knowledge and describe how it has been done. Through this literature review, we identify research gaps, including weak theoretical foundations, limited regional coverage, and the understudied economic and social dimensions of sustainability. This study emphasizes the significance of understanding generational differences in shaping sustainability-driven marketing strategies and addressing the ongoing value-action gap in consumer behavior. We propose a future research agenda that focuses on applying less commonly used theories, particularly in underrepresented regions, investigating emotional branding across generations, and examining the economic, environmental, and social dimensions of sustainability in various contexts and cross-cultural settings. This work provides a roadmap for researchers and practitioners to translate generational insights and behaviors into practical strategies that foster sustainable consumption and systemic change..