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Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

Author

Listed:
  • Elizabeth Emperatriz García-Salirrosas

    (Faculty of Business Studies, Universidad Privada del Norte, Lima 15314, Peru)

  • Rafael Fernando Rondon-Eusebio

    (Department of Humanities, Universidad Privada del Norte, Lima 15314, Peru)

Abstract

This systematic review research has two objectives: (a) to identify Green Marketing (GM) practices related to the key variables of consumer purchasing behavior, and (b) to present a model for the generation of sustainable value by companies based on the results found. The PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) statement process was followed and Scopus and Web of Science (WoS) sources were used for the document search. A total of 248 documents were found (Scopus = 110; WoS = 138), and the final selection was 34 papers. The GM practices found were placed in five categories: (a) Green products and services; (b) Green business image; (c) Green advertising; (d) Green purchasing experience; (e) Green marketing mix. The key variables of purchasing behavior that were found are: Environmental awareness, Green satisfaction, Green attitude, Green purchasing intention, Green purchasing preference, Word of mouth, Perceived value, Green experiential value, Responsible consumption, Green engagement, Green trust, Green loyalty, and Green purchasing decision. Finally, a sustainable value generation model called “Green consumption cycle for sustainable value” was presented.

Suggested Citation

  • Elizabeth Emperatriz García-Salirrosas & Rafael Fernando Rondon-Eusebio, 2022. "Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior," Sustainability, MDPI, vol. 14(14), pages 1-19, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8499-:d:860321
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    Cited by:

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    3. Moazzam Moazzam & Muhammad Ahmad & Abid Hussain & Muhammad Azeem Akram, 2023. "Examining the Factors That Shape Green Purchase Behavior: The Role of Subjective Norms, Self-Efficacy, Attitude and Intention," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(3), pages 221-232.
    4. Maleknia, Rahim & Hălălişan, Aureliu Florin, 2025. "Purchasing certified forest products to participate in sustainable forest management: Unveiling the drivers of consumers' intention," Forest Policy and Economics, Elsevier, vol. 178(C).
    5. Omar. A. Alghamdi & Gomaa Agag, 2024. "Understanding Factors Affecting Consumers’ Conscious Green Purchasing Behavior," Sustainability, MDPI, vol. 16(2), pages 1-22, January.
    6. Meiling Yin & Hanna Choi & Eun-Ju Lee, 2022. "Can Climate Change Awaken Ecological Consciousness? A Neuroethical Approach to Green Consumption," Sustainability, MDPI, vol. 14(22), pages 1-17, November.
    7. Gu, Hairu & Rasiah, Ratneswary & Ge, Huayi, 2025. "Corporate sustainable development performance, green marketing, and consumer preferences," Finance Research Letters, Elsevier, vol. 86(PA).
    8. Zeng Yu & Sofian Rosbi & Mohammad Harith Amlus, 2024. "Mechanisms of Media Persuasion and Positive Internet Word-of-Mouth Driving Green Purchasing Behavior: Evidence from China," Sustainability, MDPI, vol. 16(15), pages 1-22, July.
    9. Zhou, Cheng & Jiang, Bing, 2025. "How do consumers react to AI-generated green marketing content? A hybrid analysis using PLS-SEM and text mining," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    10. Samuel Leroy Cabrera-Luján & David Josías Sánchez-Lima & Segundo Alberto Guevara-Flores & Dany Yudet Millones-Liza & Elizabeth Emperatriz García-Salirrosas & Miluska Villar-Guevara, 2023. "Impact of Corporate Social Responsibility, Business Ethics and Corporate Reputation on the Retention of Users of Third-Sector Institutions," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
    11. Aditya Halim Perdana Kusuma Putra & Siti Mariam & Moh. Tafsir & Novita Rosanti, 2024. "Deciphering the Green Marketing Puzzle: Understanding the Interplay of Green Marketing Strategic Orientation, Attitude towards Green Marketing, Brand Integrity, and Purchase Intention," International Review of Management and Marketing, Econjournals, vol. 14(4), pages 210-229, July.
    12. Paulina Jusiuk, 2023. "Influence of Pro-Environmental Attitudes on the Choice between Tangible and Virtual Product Forms," Sustainability, MDPI, vol. 15(13), pages 1-24, July.
    13. Bouchareb Nasser, 2024. "From greenwashing to green marketing – an approach to change consumer behaviour towards environmental issues in emerging countries," Economic and Regional Studies / Studia Ekonomiczne i Regionalne, Sciendo, vol. 17(3), pages 549-556.
    14. Ashish Ashok Uikey & Ruturaj Baber & Ream N. Kinawy & Zericho R. Marak, 2025. "Green Marketing in Asian Nations: Current State of Research and Future Frontiers," SAGE Open, , vol. 15(4), pages 21582440251, November.
    15. Ganesh Dash & Chetan Sharma & Shamneesh Sharma, 2023. "Sustainable Marketing and the Role of Social Media: An Experimental Study Using Natural Language Processing (NLP)," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    16. Leslier Valenzuela-Fernández & Manuel Escobar-Farfán & Mauricio Guerra-Velásquez & Elizabeth Emperatriz García-Salirrosas, 2023. "COVID-19 Effects on Environmentally Responsible Behavior: A Social Impact Perspective from Latin American Countries," IJERPH, MDPI, vol. 20(4), pages 1-21, February.
    17. Magdalena Iordache Platis & Cosmin Olteanu & Anca Luiza Hotoi, 2022. "Evolution of the Online Sales of Sustainable Products in the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(22), pages 1-16, November.

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