From Awareness to Engagement: A Systematic Review of Sustainability Campaigns and Consumer Response

This systematic review investigates how sustainability campaigns influence consumer and market responses by integrating the Theory–Context–Characteristics–Methodology (TCCM) framework with keyword co-occurrence and temporal overlay analyses. Following PRISMA, 94 peer-reviewed studies from Scopus and Web of Science were synthesized. Behavioral theories, notably the Theory of Planned Behavior, remain dominant yet context-dependent, with predictive validity conditioned by credibility cues and relational dynamics captured by social-psychological and marketing perspectives. Research is concentrated in China and the United States, and campaign formats include corporate environmental initiatives, corporate social responsibility programs, green advertising, and digital engagement. Environmental concern and responsibility reliably predict intention, while price sensitivity, trust, and perceived authenticity govern behavior and help explain the intention–behavior gap; post-purchase outcomes such as loyalty and continued use remain underexplored. Quantitative, cross-sectional designs dominate, while longitudinal and configurational approaches are rare. The review develops a campaign-centered synthesis that clarifies how credibility, reciprocity, and digital affordances transform consumer intention into sustained engagement, advancing five agendas: theoretical integration, broader contextual diversity, deeper behavioral scope, stronger methodological rigor, and standardized sustainability terminology. Practically, the findings highlight the importance of credible disclosure, culturally adaptive narratives, and continuous, digitally supported engagement for fostering enduring behavioral change.