Variety-Seeking Shopping Behaviours in the Age of Green Content Marketing, Affiliate Marketing, and Shopping Motives: An Agenda for Future Research Using a TCCM Approach

Valavadra Sahu, Honorata Barbara Howaniec (), Saroj Kumar Sahoo, Simran Babu and Grzegorz Biesok
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Valavadra Sahu: Department of Business Administration, Sambalpur University, Jyoti Vihar, Burla, Sambalpur 768019, Odisha, India
Honorata Barbara Howaniec: Department of Marketing and Entrepreneurship, University of Bielsko-Biala, Willowa 2, 43-309 Bielsko-Biala, Poland
Saroj Kumar Sahoo: Department of Business Administration, Sambalpur University, Jyoti Vihar, Burla, Sambalpur 768019, Odisha, India
Simran Babu: Department of Business Administration, Sambalpur University, Jyoti Vihar, Burla, Sambalpur 768019, Odisha, India
Grzegorz Biesok: Department of Management, University of Bielsko-Biala, Willowa 2, 43-309 Bielsko-Biala, Poland

Sustainability, 2025, vol. 17, issue 13, 1-24

Abstract: In the evolving digital marketplace, consumer behaviour is increasingly shaped by green marketing strategies, particularly in the context of sustainable consumption. This study aims to examine the mechanisms through which green content marketing and green affiliate marketing influence green variety-seeking shopping behaviours, with particular attention to the role of green shopping motives and the effectiveness of marketing strategies. As traditional retail methods face limitations, digital marketing channels provide new avenues to engage consumers through personalized and dynamic content. Using the Theory–Context–Characteristics–Methodology (TCCM) framework, this research systematically examines the existing literature to identify key theories, contexts, characteristics, and methodologies relevant to variety-seeking behaviours towards green products. The study explores the psychological and behavioural drivers behind shopping choices, offering insights into why consumers exhibit variety-seeking behaviour when purchasing green products. The results indicate that effective green content and affiliate marketing drive variety-seeking behaviour in green shopping, with consumer motives serving as a key mediating factor. The conceptual model developed in this study provides a structured understanding of how modern marketing strategies shape consumer preferences and engagement with green products. This study offers a future research agenda and practical implications for marketers and retailers. By understanding these influences, businesses can refine their marketing strategies to strengthen green shopping motives, encourage sustainable consumption over traditional consumption, and adapt to the dynamic retail landscape.

Keywords: green marketing; content marketing; affiliate marketing; shopping motives; variety-seeking (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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