Published Paper Details:

There has been a growing interest in recent years to understand the factors that drive conscious consumer behavior, which refers to deliberate consideration of the social and environmental impact of buying choices. One influential factor is the consumer-brand relationship. This review aims to examine the literature on brand relationship's role in shaping conscious consumer behavior and identifying future research opportunities. 36 studies were selected from various databases after conducting a thorough search of academic literature. The review finds that brand relationships have a significant impact on conscious consumer behavior, with consumers who have a strong bond with a brand being more likely to make mindful purchasing decisions. However, the review also identified a number of gaps in the literature and suggested a number of directions for future research, including the need to better understand the mechanisms through which brand relationship influences mindful consumer behaviour and to examine the role of other variables, such as brand awareness and brand relevance, in this process.