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In recent years, consumers have increasingly preferred natural products in categories such as food and cosmetics. Naturalness includes the concept of “no human intervention, processing, and additives”, and naturalness research has gradually increased. This article reviews academic literature published in overseas journals related to research on consumer behavior and marketing. The results reveal that naturalness influences consumers’ judgments and emotional reactions through specific beliefs and inferences, and that process factors and sensory factors influence the perceived naturalness. Finally, directions for future research are discussed. This article provides useful insights for understanding the concept of naturalness and naturalness preference.