<p>Responsible consumption behavior has become an increasingly important topic in sustainability research. However, prior studies have predominantly relied on the Value–Belief–Norm (VBN) theory and the Theory of Planned Behavior (TPB). Although these frameworks provide important insights, they may offer a limited explanation of responsible consumption behavior among Generation Z. As a digitally connected cohort, Generation Z tends to be highly responsive to emotional stimuli and situational cues shaped by abundant online information. To address this limitation, this study aims to identify the key determinants of responsible consumption behavior among Generation Z. An integrated framework is therefore proposed by extending VBN and TPB with emotional and situational factors to better capture the affective and contextual drivers of behavior. Data were collected from 602 Generation Z respondents in Jakarta, Indonesia, and analyzed using Structural Equation Modeling (SEM). The findings indicate that altruistic value, biospheric value, and environmental knowledge significantly influence awareness of consequences, which subsequently strengthens personal norms. Personal norms, in turn, significantly affect the three core TPB constructs, attitude, subjective norm, and perceived behavioral control which ultimately shape behavioral intention toward responsible consumption. In addition, situational factors and emotion are found to have significant direct effects on responsible consumption behavior. However, their moderating effects on the relationship between intention and behavior are not supported. This study contributes to the literature by proposing a more integrative framework that combines value-based, cognitive, emotional, and situational dimensions to better explain responsible consumption behavior among Generation Z, while also providing practical implications for policymakers and businesses promoting sustainable consumption.</p>