Cultivating demand: A systematic literature review on agroecology's role in consumer behavior

This paper presents a systematic literature review that synthesizes existing empirical research on consumer behavior toward sustainable and agroecological food products. Following the PRISMA guidelines, the review examines evidence from diverse geographical contexts to identify key factors influencing consumer choice and purchasing behavior.. The overall aim is to determine critical factors driving consumer choice and how different marketing approaches are effective. Through the examination of evidence from different geographical settings and demographic groups of consumers, the review captures how price, environmental consciousness, health motivations, and demographic characteristics (like age and gender) interact to shape consumer choice for sustainable food products. The collected evidence shows that there is a clear interest in sustainable products, but important obstacles such as premium price and insufficient knowledge keep it from widespread adoption of agroecological behavior. On the contrary, attributes such as raised ecological awareness, self-perceived health benefits, and focused demographic promotion power consumer interest and intent to adopt sustainable and agroecological products. The review also points to critical gaps in literature, most notably an increase in multi-disciplinary research, more targeted and focused studies of underdeveloped regions, and a fuller understanding of how consumer behavior is altered by digital media. The knowledge deficits reinforce directions of future research, which would enable further, improved methods for stimulating sustainable consumption. The examination presents an integrative summary of existing knowledge of sustainable consumer behavior and indicates practical recommendations for businesses, policymakers, and educators working to increase sustainable practices adoption. Overall, the review reveals a gap between positive consumer attitudes toward agroecological products and actual purchasing behavior, highlighting the importance of targeted policies and marketing strategies to foster sustainable consumption. • This research is a pioneering study, systematically examining consumer behavior towards sustainable and agroecological food products across multiple studies. • Identification of the main factors influencing consumer decisions including price, environmental awareness, and health concerns. • Discussion referring to the impact of demographic factors such as age, gender, and education on sustainable purchasing habits. • Outline of the future research directions to address gaps in data over time, geographic diversity, and digital marketing impacts.