From Digital Nostalgia Co-Creation to Sustainable Consumption: Self-Continuity and Social Connectedness as Complementary Pathways in Gen Z
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Abstract
Digital nostalgia co-creation drives Gen Z’s sustainable consumption intentions through two parallel psychological mechanisms: self-continuity (identity preservation) and networked social connectedness (community reinforcement). Grounded in Self-Continuity Theory, this conceptual paper bridges a critical gap in consumer behaviour literature by connecting past-oriented digital emotional practices with future-oriented pro-environmental intentions. We address theoretical tensions surrounding how nostalgia drives or hinders sustainability by developing a conceptual framework articulated through six theoretical propositions. We also explain how environmental concern serves as a boundary condition that moderates these identity-driven and social pathways. Finally, we provide a theoretical operationalisation blueprint for future empirical validation into digital nostalgia and sustainable consumption among Generation Z.
Declaration of Generative AI in Scientific Writing:
During the preparation of this manuscript, the authors utilized AI-assisted technologies solely to improve the English language.
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