Trends and future directions of consumers' intention to buy ethical products: a systematic literature review

The challenges of sustainability have made ethical consumption vital to human survival and social progress. Consumers' purchase intention toward ethical products (PIEP) plays a vital role in this context. However, despite the considerable number of PIEP studies, a comprehensive literature review concentrating on this field remains scarce. This study systematically reviews 120 articles from Scopus and Web of Science using the TCCM (Theory, Context, Characteristics, and Methodology) framework. Firstly, it identifies dominant theories, research contexts, and methodological patterns, and develops three integrative conceptual frameworks that visually map the antecedents, mediators, and moderators of PIEP. These efforts reveal a concentration on TPB-based models and individual-level factors, limited expansion of theoretical and variable perspectives, and insufficient cross-dimensional exploration (e.g. region, product type, and sampling population). Secondly, the study proposes 12 targeted future research directions organized around the TCCM dimensions. Overall, these contributions offer scholars systematic insights into the PIEP research domain and practical implications for governments, policymakers, and marketers promoting ethical consumption.