Consumption is intrinsically linked to sustainability, as decisions regarding what to buy, the quantity of products acquired, the extent of consumption, and the methods of disposal significantly impact the natural environment and future generations, with the cumulative effect of each consumer purchase. The systematic literature review (SLR) utilised the Theory, Context, Characteristics, and Methods (TCCM) framework on107 peer-reviewed research publications were identified by methodologies utilising scientific platforms accessed from the Scopus database between 2013 and 2023. The aim of the study is to provide (i) a comprehensive synthesis of existing research findings, and (ii) a thorough delineation of prospective research directions. A total of The results indicated that the majority of the studies employed qualitative research paradigms and were based in China and Italy. This review aims to enhance researchers' comprehension of the relationship between consumer innovation and sustainability, potentially facilitating additional research and advancements in this domain.