Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda

Abstract The study presents an overview of green marketing and the gap between attitude and actual purchase behaviour of consumers towards green products. A total of 232 studies have been analysed using a systematic review to develop a green purchase decision‐making model. A thematic analysis helped in the identification of three major themes namely; personal factors affecting green purchase; green purchase; and green marketing mix. The concern for eco‐environment, eco‐labelling, past experiences and perceived usefulness have been identified as major influencers of green consumer behaviour. Lack of environmental knowledge, price, perceived associated risks, organizational image, trust, and willingness to pay has been identified as barriers, creating a gap between attitude and actual purchase behaviour of consumers towards green products. On the basis of analysis, a green purchase decision model has been proposed and also potential areas of future research have been suggested.