Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

Elizabeth Emperatriz García-Salirrosas and Rafael Fernando Rondon-Eusebio
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Elizabeth Emperatriz García-Salirrosas: Faculty of Business Studies, Universidad Privada del Norte, Lima 15314, Peru
Rafael Fernando Rondon-Eusebio: Department of Humanities, Universidad Privada del Norte, Lima 15314, Peru

Sustainability, 2022, vol. 14, issue 14, 1-19

Abstract: This systematic review research has two objectives: (a) to identify Green Marketing (GM) practices related to the key variables of consumer purchasing behavior, and (b) to present a model for the generation of sustainable value by companies based on the results found. The PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) statement process was followed and Scopus and Web of Science (WoS) sources were used for the document search. A total of 248 documents were found (Scopus = 110; WoS = 138), and the final selection was 34 papers. The GM practices found were placed in five categories: (a) Green products and services; (b) Green business image; (c) Green advertising; (d) Green purchasing experience; (e) Green marketing mix. The key variables of purchasing behavior that were found are: Environmental awareness, Green satisfaction, Green attitude, Green purchasing intention, Green purchasing preference, Word of mouth, Perceived value, Green experiential value, Responsible consumption, Green engagement, Green trust, Green loyalty, and Green purchasing decision. Finally, a sustainable value generation model called “Green consumption cycle for sustainable value” was presented.

Keywords: green marketing; purchasing behavior; responsible consumption; sustainable value; eco-friendly consumer behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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