Abstract Although Gen Z consumers show greater concern about sustainability than other generational cohorts, specific investigations into their sustainable consumption regarding their perceptions towards nature are relatively understudied. To address this gap, this research examines the way Gen Z consumers view nature and engage in sustainable consumption. Through a cross‐sectional survey in the U.S., the study finds that the individual tendency to anthropomorphize nature contributes to shaping psychological closeness to nature. Furthermore, nature anthropomorphism enhances sustainable consumption, and this is mediated by consumer perception of psychological closeness to nature. Additionally, sustainable consumption leads to psychological well‐being. These findings highlight that the extent to which Gen Z consumers find humanness in nature contributes to sustainable consumption by enhancing a feeling of being close to nature and this process results in the enhancement of psychological well‐being. Theoretical and practical implications are discussed.
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