This Special Issue (SI) on "Ethical Consumerism in Emerging Markets: Opportunities and Challenges" aims to explore the under-researched context of ethical consumerism in emerging markets. The SI includes a thematic literature review that categorizes ethical consumerism research into three broad areas: (1) contexts of ethical consumption, (2) forms of ethical consumerism, and (3) approaches to understanding ethical consumer behavior. The articles in this SI provide new insights into ethical consumerism in emerging markets, highlighting the dynamics and challenges of ethical consumerism in these contexts. The SI also offers future research directions in this area. The term "ethical consumerism" has varied meanings in different business management disciplines. It is generally defined as the deliberate purchase or avoidance of products for political, ethical, or environmental reasons. The SI focuses on emerging markets, which are countries with accelerated economic growth, open to global markets, and in a transitional status. Emerging markets are important for global economic development and represent significant business opportunities. However, the benefits of globalization often come at the expense of producers, people, and the environment in emerging countries. Emerging markets are also taking increasing responsibility for global sustainability. The SI includes a variety of contributions that enhance our understanding of ethical consumerism in emerging markets. These include various conceptual and empirical contributions, focusing on diverse emerging country contexts. The authors of the accepted papers are affiliated with universities in emerging and developed economies. The SI contains a wide range of articles that explore different aspects of ethical consumerism, including globalization, organic food consumption, sustainable luxury, crowdfunding, and social networking sites. The SI also discusses various forms of ethical consumerism, such as the buying of ethical products, consumer preferences for more ethical brands, or types of ethically questionable consumption practices. Ethical consumerism may also manifest in anti-consumption or boycotting behaviors or in charitable giving. New forms of economic models are increasingly popular, with firms putting people and the planet first. The SI also addresses resource-efficient ethical behaviors, such as energy-saving, waste, and recycling behaviors. These behaviors are important for sustainable consumption and have significant implications for the environment. The SI also discusses BoP marketing, which focuses on the needs of the bottom of the economic pyramid. The idea that multinational firms can grow profits and help relieve poverty by doing business with the poor has gained significant attention in the management literature. The SI also explores approaches to explaining ethical consumer behavior, including consumer segmentation, motivation and personality, consumer attitude formation and change, communication and persuasion, and future research areas. The SI provides a comprehensive overview of ethical consumerism research in emerging markets and offers new perspectives for future research.This Special Issue (SI) on "Ethical Consumerism in Emerging Markets: Opportunities and Challenges" aims to explore the under-researched context of ethical consumerism in emerging markets. The SI includes a thematic literature review that categorizes ethical consumerism research into three broad areas: (1) contexts of ethical consumption, (2) forms of ethical consumerism, and (3) approaches to understanding ethical consumer behavior. The articles in this SI provide new insights into ethical consumerism in emerging markets, highlighting the dynamics and challenges of ethical consumerism in these contexts. The SI also offers future research directions in this area. The term "ethical consumerism" has varied meanings in different business management disciplines. It is generally defined as the deliberate purchase or avoidance of products for political, ethical, or environmental reasons. The SI focuses on emerging markets, which are countries with accelerated economic growth, open to global markets, and in a transitional status. Emerging markets are important for global economic development and represent significant business opportunities. However, the benefits of globalization often come at the expense of producers, people, and the environment in emerging countries. Emerging markets are also taking increasing responsibility for global sustainability. The SI includes a variety of contributions that enhance our understanding of ethical consumerism in emerging markets. These include various conceptual and empirical contributions, focusing on diverse emerging country contexts. The authors of the accepted papers are affiliated with universities in emerging and developed economies. The SI contains a wide range of articles that explore different aspects of ethical consumerism, including globalization, organic food consumption, sustainable luxury, crowdfunding, and social networking sites. The SI also discusses various forms of ethical consumerism, such as the buying of ethical products, consumer preferences for more ethical brands, or types of ethically questionable consumption practices. Ethical consumerism may also manifest in anti-consumption or boycotting behaviors or in charitable giving. New forms of economic models are increasingly popular, with firms putting people and the planet first. The SI also addresses resource-efficient ethical behaviors, such as energy-saving, waste, and recycling behaviors. These behaviors are important for sustainable consumption and have significant implications for the environment. The SI also discusses BoP marketing, which focuses on the needs of the bottom of the economic pyramid. The idea that multinational firms can grow profits and help relieve poverty by doing business with the poor has gained significant attention in the management literature. The SI also explores approaches to explaining ethical consumer behavior, including consumer segmentation, motivation and personality, consumer attitude formation and change, communication and persuasion, and future research areas. The SI provides a comprehensive overview of ethical consumerism research in emerging markets and offers new perspectives for future research.