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Green Marketing and Consumer Behavior: An Analytical Literature Review and Marketing Implications

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  • Ashford C. Chea

Abstract

The article’s purpose has been to conduct a comprehensive and critical review of the empirical literature on green marketing and consumer behavior to determine emerging issues and trends. It begins with an outline of the relevant theoretical framework that underpins green marketing and consumer behavior. Next, the paper presents a rigorous analysis of the current scientific literature. This is followed by an assessment of emerging trends and issues derived from the literature review. Lastly, the article draws relevant marketing implications and outlines appropriate recommendations for managerial decision-making.

Suggested Citation

  • Ashford C. Chea, 2024. "Green Marketing and Consumer Behavior: An Analytical Literature Review and Marketing Implications," Business and Economic Research, Macrothink Institute, vol. 14(2), pages 78-92, December.
    • Handle: RePEc:mth:ber888:v:14:y:2024:i:2:p:78-92
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    References listed on IDEAS

    as
    1. Gilbert Kofi Adarkwah & Tine Petersen Malonæs, 2022. "Firm-specific advantages: a comprehensive review with a focus on emerging markets," Asia Pacific Journal of Management, Springer, vol. 39(2), pages 539-585, June.
    2. Pui Ng & Muhammad Butt & Kok Khong & Fon Ong, 2014. "Antecedents of Green Brand Equity: An Integrated Approach," Journal of Business Ethics, Springer, vol. 121(2), pages 203-215, May.
    3. Erifili Papista & Athanasios Krystallis, 2013. "Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework," Journal of Business Ethics, Springer, vol. 115(1), pages 75-92, June.
    4. Karin Tollin & Lars Bech Christensen, 2019. "Sustainability Marketing Commitment: Empirical Insights About Its Drivers at the Corporate and Functional Level of Marketing," Journal of Business Ethics, Springer, vol. 156(4), pages 1165-1185, June.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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