Distinguishing Between Recovery and Transformation: A Systematic Review of Purchasing and Consumption During Crises

ABSTRACT Global crises significantly disrupt established consumption patterns, requiring consumers to adapt their behaviors and routines in response to market system changes. Despite the critical importance of understanding consumer resilience during such disruptions, academic research remains fragmented. Through a systematic review of 126 articles, this study develops a novel conceptualization of consumer resilience encompassing two distinct pathways: recovery‐oriented adaptation, where consumers strive to restore pre‐crisis consumption patterns, and transformation‐oriented adaptation, involving fundamental shifts in consumption structures and practices. By distinguishing between recovery and transformation pathways, this framework advances the theoretical understanding of consumer resilience beyond simple successful versus unsuccessful adaptation. The study concludes with an integrated research agenda addressing theoretical, methodological, and contextual priorities for advancing scholarly understanding of consumer resilience.