Background and Introduction: The degradation in environment have been seen in recent
years, which leads towards need for sustainable development. According to American
Marketing Association Green marketing is promotion of environmentally safe products.
This helps in increasing market and profit value for producers. There are differences
between consumer behaviour of Gen Z and Non Gen Z for green products which need to be
studied.
Objectives: The aim of the study is to synthesize Gen Z vs Non Gen Z consumer behaviour
as it relates to sustainability and green marketing. This paper highlights important factors
such as eco friendly behaviour, intentions and social media preferences important to
understand consumer behavior. The objectives of this paper align with the Sustainable
Development Goals (SDGs) 12(Responsible Consumption and Production), 13(Climate
Action), and 9(Industry, Innovation, and Infrastructure).
Methodology: The databases of PsychInfo, Scopus, Google Scholar, and Proquest were
searched using key terms " Green Marketing", "Consumer Behaviour", "Generation-Z" and
"Sustainability". PRISMA guidelines were followed and peer reviewed papers from 2010-
2025 were screened and analysed. Papers were selected based on their relevance and
quality after an extensive review following the established exclusion and inclusion criteria.
Results: Key differences were found between the consumer behaviour patterns of Gen-Z
and Non Gen Z. It was found that Gen-Z are more aware of environmental issues and open
to sustainable products as compared to previous generations. They are more green
consciousness and willing to pay premium for eco friendly products. The insights from the
study have applications in marketing, policy making and for researcher to meet consumer
expectations and maintain sustainability.