Role of Emotions in Sustainable Consumption Behaviour: A Systematic Review and Future Research Agenda

ABSTRACT The literature on emotions in sustainable consumption behaviour (SCB) is fragmented, making it difficult to envision the pathways to future sustainable consumption. As of now, scholars have made several attempts to understand sustainable consumption, but few have explicitly focussed on the role of emotions. Therefore, the current study aims to synthesise the literature to provide an updated state‐of‐the‐art overview and avenues for future research. To achieve this, a systematic literature review (SLR) was conducted using the Theory–Context–Construct–Method (TCCM) framework. We retrieved 116 empirical research articles published from 2004 through September 2025. Our findings show that SCB literature has focused on negative emotions, such as guilt, while relatively few studies have considered positive emotions, with a significant focus on pride. The review shows that scholars mainly relied on the Theory of Planned Behaviour, Stimulus–Organism–Response and norms‐related theories. Furthermore, emotions in SCB have been studied predominantly within the retail industry, with most studies conducted in the US and China. In addition, we synthesised the varied constructs into internal and external factors that influence the development of emotions. By offering an up‐to‐date synthesis of literature on emotions in SCB and providing comprehensive research avenues for future scholars, our review will stimulate research and support further advancement of the domain. This study also synthesises the varied constructs as antecedents (internal and external), offering sustainable product marketers and brand managers an opportunity to increase sustainable product adoption. Furthermore, the identified mediators (i.e., emotions) and moderators can motivate consumers to prefer sustainable products.