Green Choices: A Comprehensive Review of Pro-Environmental Consumer Behaviors

Purpose: The aim of the article is to identify the main research directions and to review the research methods used to examine pro-ecological consumer behaviors, as well as to propose the future lines of research. Design/Methodology/Approach: The basic research method was critical analysis of literature of the subject, aimed at identification of key problems and research methods used to examine pro-ecological consumer behaviors. This methodology included searching for source materials, their selection, analysis, and synthesis. Critical analysis was applied to articles from such databases as, Elsevier, ProQuest, Springer, Google Scholar. Studies dedicated to pro-ecological consumer behaviors were divided into six groups. The method most frequently applied by researchers were multi-equation econometric models (mainly in structural form). They enable analysis of complex phenomena, consisting of diverse components. Such model makes it possible to consider the correlations between these. They may serve as a basis for interesting conclusions on the reality being examined, as well as the impact and role of its individual components. Findings: Pollution of the environment, increasing consumer demands, activity of the competition result in a growing demand for verification of environment-friendly attitudes of consumers and products manufactured with respect for various aspects of the natural environment. Researchers are examining relations between growing consumption and the related increasing wastage of food and other goods and alternative forms of transport and climate changes. These issues are also analyzed in the context of green economy and sustainable development. Practical implications: The article provides valuable information that can be used by different groups to promote and support more sustainable consumption practices, which is crucial for the protection of the environment and the future of our planet. Businesses can better understand different consumer segments and tailor their products and communications to specific target groups that show different levels of commitment to environmental action. The results of the research can help formulate policies and regulations that will support environmentally friendly consumer behaviour. Governments can create funds and grants for companies that develop eco-friendly products and technologies, which will contribute to the green economy. NGOs can work to make companies more transparent on environmental issues, which will help consumers make informed purchasing decisions. Originality/value: The growing scientific interest in these issues illustrates their importance.