Understanding consumer behaviors for sustainability: a systematic review of pro-environmental, sustainable and circular practices

Purpose This study aims to clarify and systematize the conceptual, theoretical and methodological foundations of three key consumer behaviors, namely pro-environmental behavior (PEB), sustainable consumption behavior (SCB) and circular behavior (CB), which are critical for advancing sustainability transitions. Design/methodology/approach A scoping literature review was conducted using the preferred reporting items for systematic reviews and meta-analyses (PRISMA) protocol across three major databases (Scopus, Web of Science and Google Scholar), and the final sample included 258 academic papers published from 2019 to 2025. The selected literature was analyzed through the theory–context–characteristics–methods (TCCM) framework to identify conceptual definitions, theoretical models, behavioral determinants and methodological approaches. Findings The main findings indicate that while PEB, SCB and CB share a common characteristic such as the consumer's conscious intention to reduce environmental impact, there are differences in scope and emphasis. PEB includes activism and public engagement, SCB focuses on consumption and its social dimensions and CB emphasizes consumer acceptance of circular innovations. Research limitations/implications Future research should expand the scope of analysis to include grey literature, adopt longitudinal and experimental designs to validate behavioral models and systematically examine the role of artificial intelligence in shaping sustainability behaviors. Originality/value This is the first study to conduct a comparative scoping review of PEB, SCB and CB using the TCCM framework. It offers a structured synthesis that resolves terminological ambiguities, maps theoretical evolution and identifies gaps in measurement and intervention research.