Mapping Ethical Consumer Behavior: Integrating the Empirical Research and Identifying Future Directions

The concept of “ethical consumer behavior” has gained significant attention among practitioners and academic researchers, generating increasing but disjointed knowledge on the topic. By analyzing the empirical research on ethical consumer behavior, this article provides researchers with a map to guide future research. In total, we review 80 studies. The main contributions of the article include the identification of the main trends in the ethical consumer literature and the conceptualization of ethical consumer behavior. In addition, several areas for future research are proposed and discussed.