Meaning-oriented consumption: A systematic review and research agenda

The quest for finding meaning in life is central to human existence. Evidence supporting consumption as a source of meaning in life is scant and lies in discrete studies across multiple disciplines. We call consumption that engenders a sense of meaning in life ‘meaning-oriented consumption’. In this paper we conduct a systematic literature review of 102 papers, using the Scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR) (Paul et al. (2021). International Journal of Consumer Studies, 45(4)). We draw on the theory of meaning in life to arrive at a theoretically grounded conceptualization of meaning-oriented consumption. We discuss the antecedents and consequences of meaning-oriented consumption, categories and processes that make consumption meaningful. We gather insights into the relationship between hedonic and meaning-oriented consumption. Finally, we identify knowledge gaps in theory, context, constructs and methodology. This review identifies several consumption contexts and situations that offer potential for marketers to design meaningful offerings.