Frugal Consumer Behavior: A Systematic Literature Review and Research Agenda

ABSTRACT In an age of economic precarity and environmental urgency, frugal consumer behavior has become increasingly relevant, yet the literature is still limited in scope and integration. While a few empirical studies have examined frugal behavior directly, many related constructs such as voluntary simplicity, minimalism, sustainability, and anti‐consumption share similar practices and values. These overlapping areas provide important insight into understanding frugal consumer behavior more comprehensively. To address the lack of synthesis and theoretical integration in this area, this study systematically reviewed 63 Scopus and WOS indexed empirical papers published between 1985 and 2024, using the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR‐4‐SLR) protocol and the Theory‐Context‐Characteristics‐Methodology (TCCM) framework. The review identifies core dimensions of frugal consumer behavior, dominant research contexts, and patterns in study design, showing how related constructs inform its development. Finally, the paper proposes 15 research questions and 5 objectives to guide future work and strengthen the conceptual and empirical foundation for frugal behavior research.