Green Open AccessA bibliometric–systematic literature review of generational perspectives in sustainable marketing: consumer behaviour and brand authenticity
Journal
Competitiveness Review: An International Business Journal
ISSN
1059-5422
2051-3143
Date Issued
September 10, 2026
Author(s)
Abstract
Purpose
This study aims to examine the evolving literature on sustainable marketing, consumer behaviour and brand authenticity from a generational perspective.
Design/methodology/approach
A bibliometric–systematic literature review (B-SLR) integrating bibliometric and co-citation analyses (via VOSviewer) of 83 peer-reviewed articles (2015–2025) from Scopus.
Findings
Behavioural intention models (e.g. Theory of Planned Behaviour) dominate as the theoretical backbone, while credibility constructs, such as authenticity, greenwashing and scepticism, remain fragmented, typically serving as moderators rather than explanatory mechanisms. Generational perspectives are weakly theorised; age is frequently treated as a control variable rather than a meaningful cohort factor. Gen Z and Millennials exhibit stronger environmental engagement and scepticism towards greenwashing, linking sustainability to identity, especially in fashion (the dominant sectoral context). Older cohorts prioritise pragmatic criteria (quality, value). Ethical identity and self-concept emerge as underdeveloped, yet critical pathways weakly connected to behavioural models.
Practical implications
Enables cohort-tailored sustainability strategies: radical transparency for younger consumers; legacy and durability narratives for older segments, moving beyond one-size-fits-all green messaging.
Originality/value
First integrated B-SLR examining this triad through a generational framework. Introduces an integrative framework positioning generational identity as a missing explanatory mechanism between sustainability communication and behavioural outcomes.
This study aims to examine the evolving literature on sustainable marketing, consumer behaviour and brand authenticity from a generational perspective.
Design/methodology/approach
A bibliometric–systematic literature review (B-SLR) integrating bibliometric and co-citation analyses (via VOSviewer) of 83 peer-reviewed articles (2015–2025) from Scopus.
Findings
Behavioural intention models (e.g. Theory of Planned Behaviour) dominate as the theoretical backbone, while credibility constructs, such as authenticity, greenwashing and scepticism, remain fragmented, typically serving as moderators rather than explanatory mechanisms. Generational perspectives are weakly theorised; age is frequently treated as a control variable rather than a meaningful cohort factor. Gen Z and Millennials exhibit stronger environmental engagement and scepticism towards greenwashing, linking sustainability to identity, especially in fashion (the dominant sectoral context). Older cohorts prioritise pragmatic criteria (quality, value). Ethical identity and self-concept emerge as underdeveloped, yet critical pathways weakly connected to behavioural models.
Practical implications
Enables cohort-tailored sustainability strategies: radical transparency for younger consumers; legacy and durability narratives for older segments, moving beyond one-size-fits-all green messaging.
Originality/value
First integrated B-SLR examining this triad through a generational framework. Introduces an integrative framework positioning generational identity as a missing explanatory mechanism between sustainability communication and behavioural outcomes.
Scopus Subject Areas
Business, Management and Accounting (all)