ABSTRACT Consumer guilt has emerged as a negative sentiment or feeling that influences consumer behavior, resulting from the belief that one has violated a social, personal, or ethical norm. Despite the need for a better understanding of the consumer guilt phenomenon, the antecedents and consequences remain unknown, creating a literature gap on this topic. In this study, we have attempted to assess the existing research on consumer guilt from the past two decades. We analyzed and classified them according to the review structure of Paul and Rosado‐Serrano's (2019) TCCM (theories, contexts, characteristics, methods) framework. Therefore, this study combines the literature on consumer guilt, drawing on theoretical underpinnings, contextual factors, constructs, and research methodologies to examine the growth of consumer guilt research over a specific period. Additionally, based on the concept of amalgamation, we have developed a conceptual model that illustrates the antecedents, mediators, and outcomes of consumer guilt. Furthermore, we have identified some overlooked aspects and proposed insightful research guidelines to advance this field of research.
Purohit et al. (Thu,) studied this question.
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