Green Marketing and Customers’ Purchasing Behavior: A Systematic Literature Review for Future Research Agenda

With the rising concern for environmental issues, there is an ever-increasing demand sustainable actions to minimize damage ecosystems. Seeking meet such a demand, energy companies worldwide embrace green marketing solutions. This article aims provide comprehensive and systematic overview of its impact on customers’ purchasing behavior develop research agenda that helps identify promising areas future research. We conducted literature review fill in lack conceptual clarity relationship between solutions behavior. After compiling candidate pool 2604 papers applying set inclusion exclusion criteria, final sample comprised 166 articles published 1995 2022. The results demonstrate scholars frequently chose sector marketing’s indicates theory planned with progenitor reasoned action seems be highly featured. emphasizes at tactical level as impacting customer measures purchase post-purchase stages. Our study marketers best practices area influence effectively.