International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Systematic Literature Review: Unveiling the Power of Green Marketing on Consumer Behaviour

Author(s) AMRIT KUMAR MOHAPATRA
Country India
Abstract In today's environmentally conscious landscape, green marketing has become an indispensable business strategy. This systematic literature review, meticulously conducted using the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework, delves into the intricate relationship between green marketing practices and consumer purchasing behavior. By meticulously analyzing relevant research culled from prominent academic databases, this review sheds light on key themes, theoretical underpinnings, and empirical findings. The analysis adheres to the rigorous structure of the PRISMA statement, encompassing the identification, screening, eligibility, and inclusion phases. Tables and graphs are strategically employed to illuminate the search strategy, selection process, and pivotal discoveries. This comprehensive review strives to provide a profound understanding of how green marketing shapes consumer behavior, ultimately paving the way for well-defined future researchdirection
Keywords Green Marketing, Consumer Behavior, Sustainable Consumption, PRISMA, Systematic Review, Environmental Marketing
Published In Volume 6, Issue 2, March-April 2024
Published On 2024-03-20
Cite This Systematic Literature Review: Unveiling the Power of Green Marketing on Consumer Behaviour - AMRIT KUMAR MOHAPATRA - IJFMR Volume 6, Issue 2, March-April 2024. DOI 10.36948/ijfmr.2024.v06i02.15334
DOI https://doi.org/10.36948/ijfmr.2024.v06i02.15334
Short DOI https://doi.org/
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E-ISSN 2582-2160
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