Green marketing and the intention-behaviour gap: a PRISMA review of trust, value framing, and social influence (2020-2025)

Noura Said Al-Jahwari

International Journal of Markets and Business Systems, 2026, vol. 7, issue 2, 183-212

Abstract: This study systematically reviews recent evidence (2020-2025) on how green marketing shapes consumer purchasing behaviour and why the intention-behaviour gap persists. Using a PRISMA-guided process based solely on Scopus, 396 records were identified and screened, resulting in 73 eligible peer-reviewed papers. The review highlights the continued dominance of the theory of planned behaviour (TPB) while showing that intention does not consistently translate into actual purchase. Findings indicate that trust-building mechanisms, such as credible eco-labels, transparent claims, warranties, and clear communication, play a decisive role in reducing risk perceptions. Functional value cues, including quality and safety, strengthen persuasion, while social influence and perceived consumer effectiveness enhance willingness to pay. Channel design, particularly online and livestream formats, also shapes behavioural responses. Although research in Asian and Middle Eastern markets is growing, cross-cultural and longitudinal evidence remains limited. The review offers design-oriented insights to reduce friction and improve conversion rates for green purchases.

Keywords: green marketing; green consumer behaviour; theory of planned behaviour; trust; eco-labels; social influence; purchase intention; intention-behaviour gap; sustainable consumption; PRISMA. (search for similar items in EconPapers)
Date: 2026
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