Zhang Xiaoyun, Dong Feng
School of Economics and Management, China University of Mining and Technology, Xuzhou 221116, China.
Int J Environ Res Public Health. 2020 Sep 11;17(18):6607. doi: 10.3390/ijerph17186607.
In order to achieve sustainable development to protect the environment and society, an increasing number of scholars have conducted in-depth research on green marketing and green purchases. Although great achievements have been made in this field, there still is room for further progress. This study reviews 97 papers providing empirical research on green purchase behavior from 2015 to 2020. First, we review the widely used consumer theory and its extended application in recent years. Second, we divide the influencing factors of green purchase behavior into the following three categories and discuss them in detail: individual factors, product attributes and marketing, and social factors. Finally, we put forward the following possible directions for future research. (1) The authors can consider adjustment to the survey objects to weaken the subjectivity of the data. (2) Longitudinal research can be used to assess the impact of education and policies with a lagging effect on consumers. (3) The authors can broaden the research direction towards a cross-cultural background. (4) The behavior of various green products (such as recyclable tires, recycled glass containers, recycled paper) could be explored to enrich the research content. (5) It will be beneficial to combine a variety of consumer theories to explore the green purchase behavior of consumers and break through the existing linear hypothesis path to explore new research methods.
为实现保护环境和社会的可持续发展，越来越多的学者对绿色营销和绿色购买进行了深入研究。尽管该领域已取得巨大成就，但仍有进一步发展的空间。本研究回顾了2015年至2020年期间97篇关于绿色购买行为的实证研究论文。首先，我们回顾了近年来广泛使用的消费者理论及其扩展应用。其次，我们将绿色购买行为的影响因素分为以下三类并进行详细讨论：个人因素、产品属性与营销以及社会因素。最后，我们提出了以下未来研究的可能方向。（1）作者可以考虑调整调查对象以削弱数据的主观性。（2）可以采用纵向研究来评估具有滞后效应的教育和政策对消费者的影响。（3）作者可以将研究方向拓宽至跨文化背景。（4）可以探索各类绿色产品（如可回收轮胎、回收玻璃容器、再生纸）的行为以丰富研究内容。（5）结合多种消费者理论来探索消费者的绿色购买行为并突破现有的线性假设路径以探索新的研究方法将是有益的。
