CONSUMER PERCEPTION OF SUSTAINABILITY: A SYSTEMATIC LITERATURE REVIEW AND FUTURE RESEARCH AGENDA

Sustainability is a significant research subject within business studies, and consumer responses are crucial for businesses as one of the stakeholders to whom sustainability will be created and communicated. Although consumers are receivers of businesses’ sustainability practices, research in this area remains limited. This study aims to provide a thorough assessment of prior behavioral research on the sustainability perceptions of consumers as a receiver of sustainability. 45 papers acquired using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol were examined through the Antecedents, Decisions, and Outcomes (ADO) framework. An initial descriptive summary was provided, encompassing year, field, journal, and methodology distributions to elucidate trends in these studies. Within the parameters of the ADO framework, perceived sustainability was positioned as a Decision, and analyzed through its antecedents and outcomes in the related papers. Based on findings, implications and a future research agenda were provided within the parameters of the ADO framework. The study findings, implications, and future research agenda are expected to enhance future research and practices regarding perceived sustainability.