Understanding Sustainable Consumer Behavior: A Meta-Analytic Review Of Green Purchase Drivers

The growing global focus on environmental sustainability has heightened interest in understanding the key drivers of green consumer behavior. Despite a substantial and expanding body of research on sustainable consumption, there remains limited clarity regarding which psychological, social, and economic factors most strongly influence green purchasing decisions. This paper presents a meta-analytic review of 72 peer-reviewed empirical studies published between 2005 and 2024, systematically evaluating the relative strength of these influencing factors. Rather than concentrating on a specific region, the study draws from a diverse global dataset to enhance generalizability across different cultural and market contexts. The findings reveal that environmental concern, perceived consumer effectiveness, and positive attitudes toward green products are consistently strong predictors of sustainable consumer behavior. In contrast, price sensitivity and skepticism toward green labels emerge as notable barriers. This study advances theoretical understanding and provides actionable insights for marketers and policymakers aiming to encourage sustainable consumption. The results also inform future research directions and policy interventions designed to foster more responsible consumer behavior on a global scale