Sustainable consumption government policy influencer and message credibility impact on Generation Z’s social media behavioural engagement in emerging markets

Abstract

The purpose of this study is to explore why and how sustainable consumption government policy influencers and message credibility directly impact Gen Z’s social media behavioural engagement in emerging markets. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was applied in the current study to provide a review of sustainable consumption. The PRISMA results indicate a probable, testable relationship between sustainable consumption government policy influencers and message credibility, and Gen Z’s social media behavioural engagement in emerging markets, as outlined in a designed conceptual model. The study adds to the theoretical literature development by extending knowledge on the proposed theorised conceptual modelling framework due to the paucity of research that has directly applied the same model to measure the impact of government policy influencers, message credibility, and Gen Z’s sustainable consumption behaviour in emerging markets. This study contributes to the conceptual development of theoretical and practical government policy directions. The conceptual modelling framework developed can be tested in future studies to establish its validity and reliability using alternative methodologies.