Abstract
This paper critically examines the influence of advertising on unsustainable consumption and aims to identify advertising solutions with the potential to promote sustainable consumption among Chinese Generation Z. By conducting a literature review synthesis across four databases, 63 articles were analyzed to understand the dynamics of sustainable consumption, advertising design, strategy, and communication. The findings reveal a dearth of research on the key groups shaping sustainable consumption in China, particularly among Chinese Generation Z consumers. The study highlights the need for social organizations to integrate sociology and semiotics in sustainable consumption communications targeted at this group. Additionally, it emphasizes the importance of exploring a wider range of Sustainable Consumption Advertising (SCA) strategies to align advertising practices with human interests and social progress across different consumer groups and contexts. This research contributes to the ongoing effort to promote sustainable consumption and encourages future studies to focus on diverse subcultural consumer groups to advance advertising practices aligned with sustainable values and social well-being.
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