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 comprehensive thematic literature review and a collection of articles that contribute to the understanding of ethical consumerism in these contexts. The articles cover various aspects of ethical consumerism, including contexts of ethical consumption, forms of ethical consumerism, and approaches to explaining ethical consumer behavior. The SI highlights the importance of emerging markets in global economic development and the increasing role of ethical consumerism in these markets. It discusses the cultural, economic, and social factors that influence ethical consumerism, such as the understanding of morality in different cultures, the impact of globalization, and the role of social networking sites. The articles also address specific contexts like organic food consumption, sustainable luxury, social crowdfunding, and bottom-of-the-pyramid (BoP) marketing. The SI provides new insights into how ethical consumerism manifests in emerging markets, such as the use of mental categorizations in organic food choices and the success drivers of reward-based crowdfunding for poverty alleviation. It also explores the role of consumer segmentation, motivation, personality, attitude formation, and communication in shaping ethical consumer behavior. Finally, the SI offers future research directions, suggesting areas for further exploration, including the intersection of related constructs, novel antecedents and outcomes, comparative studies, and methodological advancements. The SI contributes to the existing literature by expanding the understanding of ethical consumerism in emerging markets and providing a framework 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 comprehensive thematic literature review and a collection of articles that contribute to the understanding of ethical consumerism in these contexts. The articles cover various aspects of ethical consumerism, including contexts of ethical consumption, forms of ethical consumerism, and approaches to explaining ethical consumer behavior. The SI highlights the importance of emerging markets in global economic development and the increasing role of ethical consumerism in these markets. It discusses the cultural, economic, and social factors that influence ethical consumerism, such as the understanding of morality in different cultures, the impact of globalization, and the role of social networking sites. The articles also address specific contexts like organic food consumption, sustainable luxury, social crowdfunding, and bottom-of-the-pyramid (BoP) marketing. The SI provides new insights into how ethical consumerism manifests in emerging markets, such as the use of mental categorizations in organic food choices and the success drivers of reward-based crowdfunding for poverty alleviation. It also explores the role of consumer segmentation, motivation, personality, attitude formation, and communication in shaping ethical consumer behavior. Finally, the SI offers future research directions, suggesting areas for further exploration, including the intersection of related constructs, novel antecedents and outcomes, comparative studies, and methodological advancements. The SI contributes to the existing literature by expanding the understanding of ethical consumerism in emerging markets and providing a framework for future research.