This systematic literature review examines sustainability campaigns and market responses using the TCCM framework (Theory, Context, Characteristics, and Methodology). Based on 94 studies from Scopus and Web of Science, the review highlights the most commonly applied theoretical frameworks in this field, such as the Theory of Planned Behavior (TPB) and Corporate Social Responsibility (CSR), as well as the dominant role of countries like China and the United States in this research domain. The study identifies several key types of sustainability campaigns, including corporate-led environmental protection initiatives, CSR efforts, green advertising, and sustainable supply chain management, with each type showing varied impacts across regions. Environmental concern and price sensitivity are the most frequently discussed antecedents of green consumption, while gaps in research on post-purchase behaviors like brand loyalty are noted. Methodologically, quantitative surveys dominate, though mixed methods and advanced techniques such as machine learning are underutilized. Future research should address these gaps, focusing on integrating diverse theories, expanding into underexplored regions, and standardizing terminology to improve cross-study comparability.