Factors affecting green purchase behavior: A systematic literature review

Abstract

The worldwide increased consumption of goods and services squeezes natural resources, thus causing severe damage to the environment. In the backdrop of the growing affirmative reaction of people, the inclination to buy green products is on the rise. Therefore, we explore the extant literature to identify the factors established for their role in determining the purchase of products having a less damaging impact on the environment. A systematic literature review was conducted following the Theory-Context-Characteristics-Methodology framework covering 151 empirical studies on green purchase intention and green purchase behavior, published between years 2000 and 2021. This paper identifies factors influencing consumers' green purchase intention and green purchase behavior and provides strategic insights to marketers to create better marketing opportunities for green products. K E Y W O R D S attitude, environmental consumption behavior, green purchase behavior, green purchase intention 1 | INTRODUCTION Sustainability is a socially relevant issue, with more consumers becoming aware and curious about what they consume and how their consumption habits impact the environment. In India, consumers, particularly young consumers, are aware of environment-friendly consumption choices (Khare et al., 2020), and adopting green values affects their consumption patterns (Babutsidze & Chai, 2018). This paradigm shift in consumer decision-making pushes companies to adopt environment-friendly practices. Companies thus switch to eco-friendly production practices, making ethical and sustainable issues more evident to their consumers.Used interchangeably, "Green" and "sustainable" products involve manufacturing techniques that ensure stability for future generations. Various factors, like health concerns, green lifestyle, environment protection, social norms, and beliefs, are suggested to have a significant role in determining the purchase of green products (Golob

Green practices as an effective business strategy to influence the behavior of hotel guests in the luxury hotel sector: Evidence from an emerging market

“…M. et al, 2021). Furthermore, prior studies have treated consumers as a homogeneous group in the general context of the hotel This study also stands from the perspective of SIT, which has been unexplored in the current literature (Sharma et al, 2022). It extends SIT to validate a unique model that explains the influence of green hotel practices on hotel guests' behavior in the luxury hotel sector.…”

“…Researchers have adopted different theories in investigating the issue of green consumption in the last decades. Sharma et al (2022) summarized theoretical frameworks used in prior studies in a systematic review of 151 articles in the field of green purchase behavior from 2000 to 2021. Table 2 presents the theories identified in Sharma et al’s research.…”

Organic food consumption and contextual factors: An attitude–behavior–context perspective

“…Second, prior research models in organic food marketing literature have mostly focused on understanding consumers' purchase intentions (e.g., Asif et al, 2018; Tandon et al, 2020b; Yadav, 2016), resulting in a gap between intention and behavior. Consequently, previous studies were limited in their generalizability because they focused on consumers' purchase intentions (Sharma et al, 2022). As a result, we extended the existing literature by measuring the “actual consumption behavior.” Thus, it would be possible to gain a deeper understanding of how organic food is consumed by consumers.…”

Green Trust as a Mediator in the Relationship between Green Advertising Skepticism, Environmental Knowledge, and Intention to Buy Green Food

“…The overall findings of the present study were in line with the theory of reasoned action and the theory of planned behavior [ 8 ], which consider individuals as rational in deciding whether to adopt a certain behavior. Although the theory of planned behavior (TPB) [ 8 ] is still the most-used theoretical framework in the research field of green purchase intention and behavior [ 10 ], Danner and Thogersen [ 79 ] described two possible pathways in which green purchase decision-making occurs. In the first one, as posited by the TPB, the consumer chooses consciously what to buy when enough motivation, ability, and opportunity are present.…”

“…In the last decades, consumers have started to show more and more concern and responsibility for the environment [ 9 , 10 ], and there is an ever-growing market for green and environmentally friendly products, ranging from conserving household appliances and green electric vehicles to green cosmetics [ 11 ]. Nevertheless, despite customers declaring to have environmental concern and positive attitudes towards green products, the market share of these items remains limited to just 7–8% of global commerce [ 12 ].…”