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Not all who proclaim to be green are really green: analysis of intention behavior gap through a systematic review of literature

Author

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  • Likhil Sukumaran

    (National Institute of Technology Karnataka)

  • Ritanjali Majhi

    (National Institute of Technology Karnataka)

Abstract

This study provides a detailed analysis of the "green gap" as it is presented in existing literature. It covers the definition of the gap, the reasons behind it, and the proposed solutions. Using a systematic literature review approach, the researchers refined their search criteria and selected 151 relevant articles for further analysis. The causes of the green gap were classified into four categories: psychological, demographic, social and cultural, and elements of the marketing mix. The study also explored different strategies to address each of these categories. The discussion and conclusion sections of the study provide insightful observations about the green gap, its implications, and future research directions. This comprehensive analysis contributes to furthering our understanding of the green gap and provides a foundation for future interventions aimed at bridging this divide.

Suggested Citation

  • Likhil Sukumaran & Ritanjali Majhi, 2025. "Not all who proclaim to be green are really green: analysis of intention behavior gap through a systematic review of literature," Management Review Quarterly, Springer, vol. 75(2), pages 1535-1574, June.
    • Handle: RePEc:spr:manrev:v:75:y:2025:i:2:d:10.1007_s11301-024-00415-2
    DOI: 10.1007/s11301-024-00415-2
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    More about this item

    Keywords

    Green marketing; Intention-behaviour gap; Attitude-behaviour gap; Green gap; Green myopia;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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