Ethical consumerism varies widely across global markets, yet its socio-cultural foundations remain insufficiently theorized. This study conducts a structured qualitative, systematic literature review, guided by PRISMA principles, to integrate two decades of research on socio-cultural drivers of ethical consumption. The thematic synthesis identifies six recurring mechanisms—cultural value systems, social norms, identity expression, moral responsibility, religious frameworks, and the global–local interpretation of ethical narratives.In recent decades, the global marketplace has witnessed a striking rise in ethical consumerism—forms of consumption guided not only by personal preference but by concerns for social responsibility, environmental stewardship, and moral integrity. Ethical consumerism spans a wide spectrum of behaviours: choosing fair-trade goods, prioritizing eco-friendly and cruelty-free products, supporting companies with transparent labour practices, and rejecting brands associated with exploitation or environmental harm.

These mechanisms collectively explain how consumers assign meaning to ethical claims and why ethical behaviors diverge across cultural contexts. Drawing on these insights, the study proposes a novel conceptual model in which socio-cultural drivers operate through a meaning-making filter that mediates global ethical messages and generates culturally specific marketing implications.

This model reframes ethical consumerism as a culturally embedded interpretive process rather than a preference-driven outcome, offering actionable guidance for policymakers and global marketers aiming to design culturally adaptive, norm-responsive, and identity-aligned ethical strategies.