What green are we talking about?

The abundance of marketing definitions and criteria creates confusion among consumers when trying to comprehend the impact of supposedly sustainable products and make informed purchasing decisions. This research, based on a survey of consumer behavior literature spanning from 2011 to 2021, where 432 articles were selected, delves into the diversity and potential discrepancies in terminology associated with sustainable products, corporate marketing strategies, and their potential influence on consumers. We highlight several recommendations for marketing practitioners and policymakers, including the importance of conducting long-term awareness campaigns, and establishing standards for sustainable products to enhance product differentiation and enable informed consumer choices.