Social exclusion and consumer responses: A comprehensive review and theoretical framework

Abstract

AbstractWhile social exclusion in the consumption context has gained significant interest recently, its literature remains fragmented and underexplored due to restricted categorization and limited conceptual lenses. This systematic review attempts to broaden social exclusion literature by including multiple possible aspects of social exclusion, and providing a nuanced approach to identifying changes in the consumption response of excluded individuals. Using the ‘Scientific Procedures and Rationales for Systematic Literature Review’ (SPAR‐4‐SLR) protocol to assemble, arrange and assess studies published between 2010 and 2021, we selected 83 studies as the basis of this review. With the objective of providing a synthesized view of the existing literature and presenting possible explanations for inconsistencies, this article (a) undertakes a systematic review of the existing research in the domain, (b) introduces a conceptual framework and (c) provides a taxonomy to categorize diverse strands of consumption responses. Identifying gaps, this study also provides directions for future research using the Theory, Characteristics, Context and Methodology (TCCM) framework. This study can thus enable marketers, advertisers and public policymakers to understand the needs of socially excluded individuals, and subsequently make more inclusive decisions.