The escalating uncertainty of recent years has catalyzed shifts in consumer ideologies and behaviors. In this perspective, uncertainty is a complex factor that deeply permeates consumer decision-making, influencing everything from brand loyalty to sustainable consumption. This permeation has led to new consumer ideologies and consumption patterns, increasingly shaped by a web of interconnected social and digital ecosystems. These ideological shifts will impact both consumers and firms. In this article, we synthesize the contributions to the special issue focused on these thematics through an interpretation of key explored areas and outline future research directions and practical applications, building on the authors' contributions, thus enriching the academic discourse and practical implications in this field.
