Mapping the Landscape: A Study of Contextual Variations in Empirical Research on Ethical Consumer Behaviour Contributing to Sustainable Consumption

Abstract: Studies on ethical consumption have been on the rise in recent years, with consumers making informed, sustainable choices. Understanding the contexts of such research becomes important since it shapes consumers' decision-making. Since the domain of research on ethical consumer behaviour encompasses various contexts, analysing them fulfils the aim of understanding whether specific consumer profiles are more likely to engage in ethical consumption. However, ethical consumption is a complex issue, and ethical intent often does not translate into actual purchase. Existing literatures in the field often concentrate on individual features of products or other attributes. To understand the intention-behaviour gap regarding ethical consumption, a holistic understanding of the influencing factors is necessary. This study undertakes a thematic literature review of the different contexts under which ethical consumption is studied. It helped in identifying some broader aspects, which were then utilised as constructs for a conceptual framework. The results have important implications in framing marketing strategies since they explore many subtle psychological aspects of the consumer mind that are otherwise not apparent.