Consumer sovereignty: a systematic literature review

Purpose The purpose of this study is to systematically review the existing literature on the concept of consumer sovereignty. Design/methodology/approach By leveraging a systematic literature review using a data-driven approach and quantitative methodology, this study provides an overview of the intellectual structure of consumer sovereignty research. Findings We explored the main topics that researchers tackled in consumer sovereignty research. Furthermore, we identified the theoretical lenses used in these studies. Finally, we proposed a research agenda to advance the scholarly debate on consumer sovereignty. Research limitations/implications Some limitations should be acknowledged. First, the study only studied and analyzed consumer sovereignty articles that were published in peer-reviewed academic journals. Second, our review comprised journals identified in Scopus. Third, in this study, we have taken into account only articles written in English. Practical implications The authors expect the current review to significantly impact the identification of theories for the main trends in the academic analysis of consumer sovereignty and consumer behavior. Originality/value This study is the first to provide an integrated view of the body of consumer sovereignty. This review provides a strong contribution to consumer sovereignty literature by recommending a new research agenda for the concept of consumer sovereignty.