The evolution of consumer well-being over the last four decades: A comprehensive review and future directions.

Research on consumer well-being (CWB) has grown considerably; however, the absence of a shared definition, consistent measures, and agreement on its essential nature has restricted the field's progress. This article responds to these gaps by conducting a systematic literature review of CWB over the past forty years. The review draws on 170 articles published between 1981 and 2025, identified through a scientific search and screening protocol. We relied on Web of Science database for procuring the articles. We conducted theme-based analysis to develop an integrative framework. This review examines the theoretical foundations, methodological approaches, and perspectives on CWB across macro, micro, individual, hedonic, and eudaimonic dimensions. It traces publication trends, identifies credible outlets, and demonstrates how different frameworks and methods have been applied. By outlining key variables, their interrelationships, and major research gaps, the review develops an integrative framework and outlines clear directions for future inquiry for academicians and practitioners alike. Understanding the antecedents, mediators, and moderators driving CWB will enable managers to enhance it and prevent its depletion-an increasingly critical objective in contemporary consumption contexts.