Not all who proclaim to be green are really green: analysis of intention behavior gap through a systematic review of literature

Likhil Sukumaran () and Ritanjali Majhi ()
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Likhil Sukumaran: National Institute of Technology Karnataka
Ritanjali Majhi: National Institute of Technology Karnataka

Management Review Quarterly, 2025, vol. 75, issue 2, No 15, 1535-1574

Abstract: Abstract This study provides a detailed analysis of the "green gap" as it is presented in existing literature. It covers the definition of the gap, the reasons behind it, and the proposed solutions. Using a systematic literature review approach, the researchers refined their search criteria and selected 151 relevant articles for further analysis. The causes of the green gap were classified into four categories: psychological, demographic, social and cultural, and elements of the marketing mix. The study also explored different strategies to address each of these categories. The discussion and conclusion sections of the study provide insightful observations about the green gap, its implications, and future research directions. This comprehensive analysis contributes to furthering our understanding of the green gap and provides a foundation for future interventions aimed at bridging this divide.

Keywords: Green marketing; Intention-behaviour gap; Attitude-behaviour gap; Green gap; Green myopia (search for similar items in EconPapers)
JEL-codes: M14 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11301-024-00415-2

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