Umair Akram’s research while affiliated with RMIT Vietnam and other places

Purpose This study aims to investigate the key research themes and their evolutionary trajectory within the Gen Z and young consumers (GZYC) field, focusing on the interconnected dimensions of responsible, sustainable and ethical consumption. By using thematic maps and co-occurrence networks, the research seeks to identify significant trends and interconnections that shape sustainable behavior among this demographic. Design/methodology/approach This study used a bibliometric analysis of 546 papers sourced from the Scopus and Web of Science databases, following the framework established by Zupic and Cater (2015), Donthu (2024), Donthu et al. (2021) and Lim et al. (2024). Using R and Biblioshiny, the authors conducted performance analysis and science mapping to examine scientific output and conceptual themes within the GZYC field. Findings The performance analysis reveals an annual growth rate of 22.02% in publications, highlighting the increasing research interest in this area. The keyword co-occurrence analysis revealed eight distinct research clusters within the GZYC field, each representing key dimensions of responsible, sustainable and ethical consumption. These clusters encompass themes such as corporate social responsibility, gender and generational differences, green products, food sustainability, pro-environmental behaviors, the sharing economy and collaborative consumption, among others. The thematic maps and evolution revealed that over time, the focus has shifted. The first decade centered on sustainability and young consumers, while the second decade broadened to corporate social responsibility, green advertising and the sharing economy. By 2024, the focus has shifted toward more systemic and psychological perspectives, emphasizing the circular economy, sustainable fashion and materialism of Z consumers. Research limitations/implications This study highlights emerging yet underexplored areas in GZYC sustainable consumption, such as the sharing economy, circular practices and collaborative consumption. While Gen Z expresses ethical values, materialism and social pressures often hinder sustainable behavior. Circular economy adoption, particularly beyond fashion, requires deeper exploration of motivations, barriers and cultural contexts. Corporate social responsibility, green marketing and authentic advertising are key to influencing sustainable purchasing decisions. Moreover, social media plays a pivotal role in shaping green behavior through influencer culture and peer dynamics. Future research should address these factors to bridge the attitude–behavior gap in sustainable consumption. Practical implications This study provides guidance for businesses and policymakers to better engage Gen Z, a generation deeply concerned with sustainability. Managers should integrate eco-friendly practices across products and marketing, embrace circular economy principles and leverage social media and influencers to build trust. Tailoring strategies to gender and generational differences is also key. Policymakers should promote sustainability education, incentivize green purchases and regulate transparent environmental claims to prevent greenwashing. By fostering systemic change and supporting authentic brand engagement, both sectors can align with Gen Z’s values and accelerate the shift toward more responsible and sustainable consumption behaviors. Social implications This study highlights the growing influence of Gen Z in shaping socially responsible consumption patterns. As a socially conscious generation, Gen Z expects brands to reflect values like inclusivity, equity and authenticity. Their preference for ethical sourcing, fair labor practices and transparent communication pressures companies to prioritize social justice alongside environmental goals. Moreover, their digital activism and peer influence can drive collective behavior change, promoting more ethical consumption across society. Encouraging Gen Z’s active participation in sustainability dialogues can foster a culture of accountability and shared responsibility, ultimately contributing to more equitable and socially inclusive consumption systems. Originality/value This research contributes to the GZYC field by providing a novel bibliometric perspective that combines thematic mapping and evolution with keyword co-occurrence network analysis. It offers a comprehensive view of the evolving themes in responsible, sustainable and ethical consumption among GZYC, addressing previously identified gaps in the literature.

Purpose In light of the rapidly evolving global work environment and the unique needs of startups, this study investigates the potential of gamified practices (GP) as a human resource management tool to enhance employer branding (EB). Design/methodology/approach Data were collected from employees in Indian startup companies ( N = 1,842) through a structured questionnaire. The study used Smart-PLS for variance-based structural equation modeling (SEM) analysis. Findings The results indicate that GP significantly influences IM, which is the internal desire to perform a task due to the enjoyment it brings, and JA, which is the level of independence and freedom given to an employee in their job, as parallel mediators between GP and EB. Further, prior perceptions of the employer brand (PPEB), which refer to the pre-existing beliefs and attitudes employees hold about the employer brand, moderate the relationship between GP and JA, highlighting that individuals with varying PPEB respond differently to JA facilitated through GP. Practical implications The study’s findings underscore the importance of tailoring GP experiences to individual needs and prior brand perceptions for optimal results. Furthermore, it highlights GP as a potent tool for shaping positive employer brand perceptions, particularly when it aligns with an organization’s values and offers an engaging, competitive and realistic experience. Originality/value This study contributes to the field by addressing the underexplored impact of GP on EB within the dynamic startup ecosystem. It explores the mediating roles of IM and JA and the moderating effect of PPEB, shedding light on the dynamic relationships between gamified practices and EB.

Emerging technologies, such as mobile payment systems (MPS), continue to affect people from all walks of life, including travelers' behaviors. Following the innovation resistance theory (IRT) framework, the current study examined the link between innovation resistance barriers (i.e., usage, value, risk, tradition, and image) and word of mouth (WOM) for MPS usage in the travel industry. Specifically, we integrated trust theory and examined how these innovation resistance barriers affect trust, which then affects MPS usage intention and subsequently affects WOM for MPS. Following the two-study research design, multi-wave data were collected from 403 participants in Study 1 and 378 participants in Study 2. The results supported the serial mediation of trust and MPS usage intention for the relationships between usage, value, and tradition barriers and WOM for MPS. Our findings contribute to travel and consumer behavior theory and practice by explaining how and why specific innovation barriers negatively influence WOM for MPS usage in the travel industry.

This study proposes a novel framework to comprehend tourists' relationships with eco-friendly destinations and their respective outcomes. Building on the positive addiction theory and brand love literature , this study tries to see the impact of a destination's image and tourists' involvement on tourist-destination relationships-destination love and destination addiction. It also aims to measure the impact of these relationships on tourists' well-being and their willingness to pay extra using a sample of 335 eco-friendly destination tourists from China. The findings provide novel insight for academicians and practitioners of eco-friendly destination brands.