20.500.12556/RUL-176748 Demand-side perspective on the informal economy a review and research agenda This study presents a focused and cohesive investigation into the demand side of the informal economy through a systematic literature review (SLR) of 76 peer-reviewed articles. While previous research has predominantly addressed supply-side dynamics, this study shifts the focus to consumer related factors within informal markets. The review follows a rigorous protocol using Web of Science and Scopus databases, adhering to PRISMA guidelines and applying established frameworks: theories–contexts–methods (TCM) and antecedents–decisions–outcomes (ADO). Our findings highlight that while consumer antecedents—such as economic, social, and contextual drivers—are well documented, decisions and outcomes remain underexplored. This study contributes by developing an integrative model that maps the complex interplay between consumer behavior, firm strategies, and policy responses. Theoretically, it advances understanding by bridging informal economy literature with marketing and behavioral theories. Practically, it offers actionable insights for policymakers, businesses, and informal actors, enabling more inclusive and responsive approaches to economic governance and consumer empowerment. marketing grey economy demand consumer behaviour antecedents–decisions–outcomes framework ADO framework cash-in-hand consumer-side perspective demand-side perspective gray market informal economy shadow economy systematic literature review theories–contexts–methods framework TCM framework trženje siva ekonomija povpraševanje vedenje potrošnikov true false true Angleški jezik Slovenski jezik Članek v reviji 2025-12-10 15:15:38 2025-12-10 15:15:42 2025-12-12 03:58:39 0000-00-00 00:00:00 2025 0 0 44 str. iss. 4, art. e70084 Vol. 49 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 1470-6423 10.1111/ijcs.70084 240610051 Int_J_Consumer_Studies_-_2025_-_Małecka_-_Demand‐Side_Perspective_on_the_Informal_Economy__A_Review_and_Research_Agenda.pdf Int_J_Consumer_Studies_-_2025_-_Małecka_-_Demand‐Side_Perspective_on_the_Informal_Economy__A_Review_and_Research_Agenda.pdf 1 B4A5698BDFE51FD3A161C304DFA00A6F 9c4530162cf5cabef637cbe520d01fe013c978e33023bfe4e2e9d9585696b468 848f593c-d5d2-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=223308 https://onlinelibrary.wiley.com/doi/10.1111/ijcs.70084 0 704bc1ae-d5d2-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=223307 Ekonomska fakulteta 0 0 0