Clearly, consumption is a core component of human existence, serving as a fundamental mechanism for survival. A significant increase in global spending on consumption activities has been witnessed in recent years. Despite this, there is evidence that consumerism could be associated with some risks such as societal inequality, environmental degradation, heightened materialism, and deteriorating mental well-being. Meanwhile, consumer well-being (CWB) refers to consumers’ cognitive and emotional responses to their purchase experiences. It comprises three components: consumer satisfaction, pleasant emotions, and perceived quality of life. In recent years, substantial scientific advancements have been witnessed in consumer well-being (CWB). Nonetheless, insufficient effort is evident in examining this nascent and developing field of study. This chapter provides a critical explication the research domain, outlining a trajectory for future agendas within the concept of well-being marketing and presents a robust discussion of its implications for sustainable marketing practice and enduring societal welfare.