Emotional marketing and sustainable consumption: a comprehensive review and future research directions

Purpose This paper aims to present a comprehensive systematic literature review (SLR) that examines the intersection of emotional marketing and sustainable consumption in the context of building a sustainable future. Design/methodology/approach The study adopts a SLR approach to analyze 240 research articles to understand the relationship between emotional marketing and sustainable consumption using the TCCM (Theory–Context–Characteristics–Methodology) framework. Rigorous inclusion and exclusion criteria were applied to select Scopus-indexed articles published between 2010 and 2025. Findings As consumers increasingly seek products aligned with ethical and environmental values, understanding the emotional dimensions that drive sustainable consumption has become imperative. By synthesizing existing knowledge, this study contributes to the ongoing discourse on integrating emotions into sustainable consumption practices for the creation of socially responsible societies. Practical implications The study provides valuable insights for practitioners and stakeholders. These insights can be utilized to design targeted interventions and marketing strategies aimed at fostering sustainable consumption. Social implications The study enhances theoretical understanding by elucidating the relationship between emotional marketing and sustainable consumption and highlighting its role in advancing sustainability-oriented consumer behavior. Originality/value This study extends existing academic literature by systematically consolidating knowledge on the role of emotional marketing in sustainable consumption. It is particularly relevant for marketers, policymakers and practitioners engaged in neuromarketing and consumer behavior research.