Green consumption: a network analysis in marketing

Purpose Considerable research has been performed to understand green consumption behavior. Given the emergence of this discussion, the purpose of this paper is to apply network analytical techniques to identify the main theoretical relationships regarding green consumption in the most relevant journals between 2000 and 2016. Design/methodology/approach This paper applies a fit-for-purpose systematic review using network analysis, which includes a screening of 4,049 articles published in 39 journals in the business and marketing subjects, ranked by the Q1 extract of SCImago Journal & Country Rank, accessed between March and July 2017. From 2000 to 2016, 216 articles were selected in 24 journals. The explored variables formed 21 categories. Findings Five network groups emerged according to the background theories used by green consumption studies: “Consumers’ and companies’ characteristics and actions,” “Consumer intentions, perceptions and their cognitive mechanisms,” “Environmental concern effects,” “Attitudes toward green expertise” and “Behavioral control”. The findings showed what variables have a central relevance to the network, being essential to explain green consumption phenomenon, exploring relations and pointing out gaps for future studies. Practical implications Based on the strongest connections between the network groups, practical implications are offered for marketers interested in developing actions promoting green consumption. Originality/value This paper identifies the main categories related to green consumption in a network analysis, showing its antecedents and consequents grouped in five clusters. These results indicate that there are relationships still awaiting further investigation.