International Journal For Multidisciplinary Research

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

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Examining the Impact of Green marketing on Consumer Purchase behaviour: A Systematic Review

Author(s) Ms. Hemalatha J, Mr. Narasimhamurthi D T, Mr. Satish Kumar K
Country India
Abstract This is a systematic review of the impact of green marketing on consumer green behavior that synthesizes the findings of the studies on the topic in the fields of business, sociology, and environmental sciences. The present review is guided by the comprehensive search in Scopus, in which the search query entails the following key words: green marketing, consumer behavior, and sustainability. In total, [insert number of studies] articles were reviewed that examine different strategies of green marketing (e.g., eco-labeling, green advertising, sustainable product innovation) and how each affects consumer purchase intention, actual purchase behavior, brand loyalty, and their readiness to pay a premium price to eco-friendly products. The review has pointed out the positive effects of green marketing as well as the negative effects, the important aspects to be considered in assessing the effects of green marketing include consumer environmental concern, consumer brand trust, and other demographic factors that moderate consumer reaction. The synthesis also assesses the effectiveness of various green marketing strategies and provides insights on the best practices that marketers can adopt to sway consumer behavior in a given sustainability-oriented campaign. Also, the review pinpoints the gaps in literature and proposes the directions of the future research.
Keywords Green Marketing, Consumer Behavior, Sustainability, Purchase Intention, Eco-labeling, Green Advertising, Brand Loyalty, Sustainable Consumption, Systematic Review, Environmental Marketing.
Field Business Administration
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-09-08
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.55553
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