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Abstract Consumer well‐being (CWB) refers to the cognitive and emotional reactions of consumers in response to their consumption experiences. It encompasses three elements: consumer satisfaction, positive emotions and perceived quality of life. In the past few years, there has been significant research growth in the field of CWB. However, a lack of effort is observed in reviewing this emerging and evolving field of research. This review utilises the Theory–Context–Construct–Methods (TCCM) framework given by Paul and Rosado‐Serrano (2019) ( International Marketing Review , 36 (6), 830–858), to delve into the prominent theories, contexts (i.e., countries and industries), characteristics (major factors and variables) and methods (i.e., research designs and analysis) used in CWB research spanning over the past 24 years (1998–2022). Through a systematic analysis and synthesis of 142 articles, an overview of this research field is provided, establishing a path for future agenda within the TCCM framework. This review reveals a prevalence of single‐theory approaches, with studies primarily focusing on theories such as the self‐determination theory and the attribution theory. Furthermore, CWB research demonstrates a stronger inclination towards examining the services industry context compared to other industries covered in the literature. Additionally, the review emphasises the need for further research on countries with emerging economies. Detailed future research directions are presented.
Bhardwaj et al. (Wed,) studied this question.