Systematic Review Of Theoretical Frameworks In Green Consumer Purchasing Behavior Research

This study systematically investigates how green consumer purchasing behavior (GCPB) is conceptualized and studied through theoretical frameworks, across non-food (nF) market contexts and via research methods that enable their application. Employing the Theory-Context Methodology (TCM) framework, the review identifies dominant and emerging theories, their empirical functions, market-level applications, and methodological configurations. The analysis is based on a refined dataset of 199 empirical studies (1990–2023) indexed in Scopus and aligned with the GCPB-nF domain. Findings indicate that the Theory of Planned Behavior (TPB) and Willingness to Pay (WTP) are the most frequently employed frameworks. Theoretical models are applied either (1) as structural foundations for hypothesis testing, (2) as sources of constructs guiding variable selection, or (3) as conceptual scaffolding for broader model development. TPB and WTP are particularly versatile and often appear in hybrid configurations, whereas many other frameworks are only marginally represented. Application intensity varies substantially across product contexts, with green products, clothing, and electronics being the most researched. Methodologically, survey-based quantitative designs dominate, particularly in studies grounded in TPB and Theory of Reasoned Action (TRA), while experimental designs are primarily used with WTP. Qualitative and mixed-methods approaches are notably underrepresented. These patterns reveal significant research gaps, especially in theory-method and theory-context integration. This study contributes to the cumulative development of the GCPB-nF field and offers a foundation for the notably underexplored area of bio-based product purchasing, by mapping theoretical applications and highlighting underutilized theory-context-method configurations.