Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review.

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.