Systematic Literature Review on Green Purchasing Behavior in E-commerce: A TCCM Framework-Based Analysis

Zeng Yu, Sofian Rosbi and Mohammad Harith Amlus
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Zeng Yu: Faculty of Business and Communication, University Malaysia Perlis, 02100 Padang Besar, Perlis, Malaysia
Sofian Rosbi: Faculty of Business, Pingxiang University, 337000 Pingxiang, Jiangxi, China
Mohammad Harith Amlus: Faculty of Business and Communication, University Malaysia Perlis, 02100 Padang Besar, Perlis, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 7, 3441-3449

Abstract: Green purchasing behavior has become an important social trend and lifestyle that can drive and promote sustainable economic development. This study integrates empirical evidence on the determinants of green purchasing behavior in e-commerce from 2021 to 2025, and examines the dynamic interaction between consumer cognition, platform mechanisms. The study uses a systematic review of peer-reviewed articles based on the Web of Science database. The literature was quantitatively analyzed, and the content was interpreted according to the TCCM framework (theory, content, characteristics, and method). Future research should give priority to longitudinal designs to track behavioral evolution and develop ethical frameworks for artificial intelligence deployment. The interdisciplinary integration of behavioral economics, computational optimization, and neuroscience is essential to enhance the theoretical rigor and practical influence of green development in e-commerce.

Date: 2025
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