Consumer behavior and sustainability: what role does eco-friendly packaging play in emerging markets?

Purpose This study aims to offer a systematic review of eco-friendly packaged products from the consumer perspective in emerging markets. Design/methodology/approach This study analyzed 47 Web of Science and SCOPUS articles using the PRISMA and theory-context-characteristics-methodology (TCCM) framework. Findings This systematic review shows that prior research was mainly quantitative and relied heavily on the theory of planned behavior. This study categorized the articles by personal, product, price, place, promotion and external factors. Research primarily focused on personal factors, especially values and attitudes. Place-related factors were the least studied. Few studies explored mediators and moderators of purchase intention. Originality/value This study shifts the focus of eco-friendly packaging research toward the consumer perspective, which was underexplored in the existing literature, particularly in emerging markets. While prior studies have primarily centered on manufacturers, this review synthesizes prior research showing that consumer behavior, knowledge and perception play a critical role in advancing sustainability and circular economy goals. This systematic review is the first to address this gap in emerging markets and offers implications for policymakers and businesses aiming to promote sustainable consumption in diverse socioeconomic settings.