Sustainable consumer behaviour in digital marketplaces: a systematic review of environmental concern, green trust, and perceived value

Digital marketplaces are increasingly influencing consumer experience, assessment, and buying of environmentally preferable products. This systematic review consolidates empirical research on the three mechanisms that are important for sustainable consumer decision-making in a digitally mediated marketplace: environmental concern, green trust, and perceived value. The review was conducted in line with PRISMA 2020 and included peer-reviewed empirical studies from 2018 to 2025. The literature search covered Scopus, Web of Science Core Collection, and APA PsycINFO. Thirteen studies met the digital-context criterion and were included in the narrative synthesis. According to the included studies, environmental concern, perceived value, and green trust were associated with sustainable purchase intentions or behaviour. The synthesis interprets environmental concern as a motivational factor, perceived value as an evaluative factor, and green trust as a credibility-related factor in digitally mediated consumer decision-making. These processes are impacted by social-media communication, online reviews, user-generated content, e-service quality, live-streaming quality, and environmental-information transparency. The available evidence is largely based on cross-sectional, self-report studies and purchase-intention results, which restrict causal and behavioural inferences. It is suggested that a Concern–Value–Trust framework is an integrative synthesis and not a universal causal sequence. Future work should focus on long-term, experimental, and transactional data on various online platforms with various consumers.