ECO-GUILT AS A PSYCHOLOGICAL PREDICTOR OF SUSTAINABLE CONSUMER BEHAVIOR: EVIDENCE FROM GENERATION Z
Keywords:
Eco-guilt, sustainable consumer behavior, Generation Z, pro-environmental behaviorAbstract
The increasing urgency of environmental degradation has intensified scholarly attention toward psychological factors that influence sustainable consumer behavior, particularly among Generation Z. This generation is widely recognized for its heightened environmental awareness, digital literacy, and sensitivity to social and ecological issues. One psychological construct that has gained prominence in this context is eco-guilt, defined as a feeling of moral discomfort arising from environmentally harmful consumption practices. This study aims to examine eco-guilt as a psychological predictor of sustainable consumer behavior among Generation Z through a systematic literature review. Using a qualitative literature review approach, this research synthesizes findings from peer-reviewed journal articles, books, and reputable conference proceedings published over the last decade. The analysis focuses on conceptual frameworks, empirical evidence, and theoretical models that explain the relationship between eco-guilt and pro-environmental consumption behaviors, such as green purchasing, waste reduction, and responsible product usage. The results of the review indicate that eco-guilt plays a significant role in motivating sustainable consumption by enhancing moral awareness, perceived personal responsibility, and behavioral intentions. Furthermore, the literature suggests that eco-guilt often interacts with other psychological variables, including environmental concern, social norms, and environmental identity, in shaping consumer decisions. This study contributes to the existing literature by providing a comprehensive synthesis of eco-guilt as an emotional driver of sustainability-oriented behavior among Generation Z and offers theoretical and practical implications for policymakers, educators, and marketers seeking to promote sustainable consumption patterns.
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