This thesis reviews academic research on how nostalgia influences consumer behavior in e-commerce. Using the PRISMA method, 42 peer-reviewed articles from 2015 to 2025 were analyzed to answer three main questions: (1) how different types of nostalgia affect online consumer behavior, (2) how demographic factors like age and gender influence this effect, and (3) how various e-commerce platforms shape the success of nostalgia-based marketing. The results show that nostalgia in e-commerce takes many forms such as personal, collective, brand, cultural, and historical, and each one influences consumer actions like purchasing, engaging, sharing, and forming brand loyalty in different ways. While nostalgia often brings positive emotions, it can also be bittersweet or even negative, especially during crises. Age and gender show complex and sometimes conflicting effects, with Gen Z, for example, showing strong nostalgic responses during uncertain times like the COVID-19 pandemic. The study also finds that platform features like AR/VR, social media, and live-streaming can strengthen or weaken the impact of nostalgic marketing. To support the result, six thematic clusters were identified together with comprehensive insight. Overall, the study shows that nostalgia not only influences what people buy, but also helps them feel connected and supported. The research also suggests practical advice for marketers, stressing the importance of targeting, platform choice, and being authentic, along with ideas for future research in the fast-changing world of online shopping.

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