Self-gifting consumer behavior: a systematic literature review and future research agenda

This study examines self-gifting consumer behavior (SGCB) through a systematic literature review of 50 studies spanning 35 years. Prior research has predominantly explored SGCB within Western psychological frameworks, often linking it to reciprocal gifting and hedonic consumption. However, gaps remain in understanding its sociocultural influences, theoretical ambiguities, and evolving motivations. This study fills the existing gaps in SGCB by synthesizing comprehensive literature through the TCCM (Theories-Context-Characteristics-Methodology) and ADO-TCM (Antecedents-Decisions-Outcomes integrated with Theories-Context-Methodology) frameworks. Findings reveal that SGCB is driven by socio-cultural factors, consumer experience, and life transitions, influencing consumption and marketing decisions, with outcomes ranging from mental wellness to consumer guilt. The study offers theoretical advancements and managerial implications, positioning SGCB as a strategic consumer research and marketing practice domain.