Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review
Abstract
:1. Introduction
2. Research Methodology
2.1. Selection Process
2.2. Content Analysis
2.3. Material Evaluation
3. Findings
3.1. Distribution Across the Time Period, Journal and Region
3.2. Content of Papers
3.2.1. Research Based on Green Product Category
3.2.2. Widely Used Consumer Theory
3.2.3. Determinants of Green Purchase
4. Discussion
4.1. Consumer Theory
4.1.1. Widely Used Consumer Theory Based on Psychological Factors
- (1)
- Theory of Planned Behavior
- (2)
- Model of Value–Attitude–Behavior
- (3)
- Value–Norm–Belief Theory of Environmentalism
- (4)
- Integrated Model
4.1.2. Consumer Theory Based on The Combination of Internal and External Factors
- (1)
- Attitude–Behavior–Conditions Model
- (2)
- A More Comprehensive Research Model
4.2. Determinants of Green Purchase
4.2.1. Influence of Individual Factors
4.2.2. Influence of Green Product Attributes and Marketing Strategy
4.2.3. Influence of Social Factors
5. Conclusions
- (1)
- Most of these papers assume that consumers are rational and social people and that green purchase is an activity decision made by consumers through a theoretical mechanism or a fragmented environment.
- (2)
- The research on green purchase behavior in specific countries has mainly concentrated on China, India, Australia, and Europe, but there are few papers focusing on green purchase in a cross-cultural context.
- (3)
- There are many papers on the purchase behavior of those buying general green products. Although clothing, food, vehicles, and housing are all involved, there is obviously more research on food than other types.
- (4)
- The applicability of consumer theory to the study of green purchase behavior is relatively high, and some scholars have expanded and revised the theory by focusing on the psychological factors, as well as the combination of internal and external factors.
- (5)
- The factors influencing green consumers could be divided into three dimensions: individual factors, product attributes and marketing strategy, and social factors, among which the relevant research on individual factors is dominant.
6. Limitations and Future Research Directions
6.1. Research Object
6.2. Dynamic Research
6.3. Cross-Cultural Research
6.4. Multiple-Products Research
6.5. Research on Crossing the Fixed Paradigm
Author Contributions
Funding
Conflicts of Interest
Appendix A
Journal | Period | Total | |||||
---|---|---|---|---|---|---|---|
2015 | 2016 | 2017 | 2018 | 2019 | 2020 | ||
Appetite | 2 | 2 | |||||
Applied Energy | 1 | 1 | |||||
Asia Pacific Journal of Marketing and Logistics | 1 | 1 | |||||
Business Strategy and the Environment | 1 | 1 | |||||
British Food Journal | 1 | 1 | |||||
Clothing and Textiles Research Journal | 1 | 1 | |||||
Ecological Economics | 3 | 1 | 1 | 5 | |||
Energy Policy | 1 | 1 | |||||
Food Quality and Preference | 1 | 1 | 2 | ||||
Food Research International | 1 | 1 | |||||
Forest Policy and Economics | 1 | 1 | |||||
Global Ecology and Conservation | 1 | 1 | |||||
International Journal of Consumer Studies | 1 | 1 | 2 | ||||
International Journal of Recent Technology and Engineering | 1 | 1 | |||||
Journal of Business Ethics | 1 | 1 | |||||
Journal of Business Research | 1 | 2 | 2 | 2 | 1 | 8 | |
Journal of Cleaner Production | 5 | 6 | 7 | 7 | 7 | 32 | |
Journal of Consumer Marketing | 1 | 1 | |||||
Journal of Hospitality and Tourism Management | 1 | 1 | |||||
Journal of International Consumer Marketing | 1 | 1 | |||||
Journal of Retailing and Consumer Services | 1 | 1 | 3 | 1 | 1 | 7 | |
Journal of Travel and Tourism Marketing | 1 | 1 | |||||
Management | 2 | 2 | |||||
Marketing Intelligence and Planning | 1 | 1 | |||||
Procedia Economics and Finance | 1 | 1 | |||||
Procedia Social and Behavioral Sciences | 1 | 1 | |||||
Problems and Perspectives in Management | 1 | 1 | |||||
Resources, Conservation & Recycling | 1 | 2 | 3 | ||||
Science of the Total Environment | 1 | 1 | |||||
Sustainability | 2 | 1 | 3 | 6 | |||
Sustainable Cities and Society | 1 | 1 | |||||
Sustainable Development | 1 | 1 | 2 | ||||
Sustainable Production and Consumption | 1 | 1 | 2 | ||||
The Social Science Journal | 1 | 1 | |||||
Transport Policy | 1 | 1 | |||||
Transportation Research | 1 | 1 | |||||
Total | 6 | 16 | 19 | 18 | 23 | 15 | 97 |
Appendix B
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Product Category | Region | Consumer Theory | Key Words |
---|---|---|---|
Food | China; Italy; Germany; Malaysia; Australia; Canada; European Union; Korea; Romania | TPB; VAB; TPB; ABC | Face consciousness, Group conformity, Trust; Benefit type, Product quality, Green self-identity, Pollution, Food neophobia, Food technology neophobia, Origin, Health orientation, Sensory appeal, Value, Satisfaction, Perceived power, Perceived wealth, Past behavior, Price premium, Eco-label, Availability |
Vehicles | Brazil; Germany; China; America; Japan | VAB; TRA | Attributes of vehicles, Environment performance, Range confidence, Price, Self-expressive benefits, Perceived value, Climate and geographical features, Social network, Policy incentives, Pollution identity, Status motivation, Cultural values, |
Clothing | Germany; Korea; Italy; America; Britain; India; | VAB; VBN; TRA | Values, Fashion consciousness, Price sensitivity, Social norm, Fashion brand, Beliefs, Social media, Peer influence, Self-expressiveness |
Housing | Australia; China | TPB | Green consumer identity, Anchoring price, Social norm, Values, Risk, Socio-demographics, Public information |
Furniture | China; Brazil | TPB | Environmental consciousness, Physical health concern, Past experience, Perceived value, Price elasticity, Attributes of products, Socio-demographics |
Household Appliance | Malaysia | TPB | Environmental concern; Environmental knowledge; Moral norm, Socio-demographics, Trust in environment |
Others (Skincare, Bioplastic products, Green energy) | China; America; India | TPB | Country of origin, Price sensitivity, Green self-identity, Self-congruity, Green perceived value |
Theory | Authors |
---|---|
TRA | Policarpo and Aguiar [28]; Zhao et al. [32] |
TPB | Xu et al. [7]; Patel et al. [8]; Xu et al. [9]; Carfora et al. [26]; Setyawan et al. [33]; Choi and Johnson [34]; Sreen et al. [35]; Qi and Ploeger [36]; Liobikiene et al. [37]; Yadav and Govind [38]; Hsu et al. [39]; Hojjat and Behnaz [40]; Madeline et al. [41]; Paul et al. [42]; Sultan et al. [43]; Johe and Bhullar [44]; Sharma and Foropon [45] |
VAB | Cheung and To [6]; Trivedi et al. [10]; Degirmenci and Breitner [14]; Kathleen et al. [30]; Shin et al. [46]; Tan et al. [47]; Lee et al. [48]; Woo and Kim [49] |
NAM | Yu et al. [50] |
VBN | Han et al. [51]; Kim et al. [52] |
ABC | Silvia and Maria [5]; Chekima et al. [12]; Myriam et al. [53]; Megavannan et al. [54]; Sergio et al. [55]; Zhang et al. [56] |
Drivers | Variables | Authors |
---|---|---|
Individual Factors | ||
Psychological factors: Attitude, Awareness, Beliefs, Values, Norm, Perception | Attitude toward environment/green products, Awareness of green products/environment, Confidence, Eco-literacy, Emotions, Environmental concern/consciousness/ethics/responsibility, Perceived behavior control, Perceived consumer effectiveness, Subjective/Moral norm, Willingness to pay premium, Expectation, Health consciousness, Self-identity, Self-image | Mecikalski and Carey [4]; Silvia and Maria [5]; Cheung and To [6]; Patel et al. [8]; Chekima et al. [12]; Silva et al. [23]; Carfora et al. [26]; Hojjat and Behnaz [40]; Shin et al. [46]; Tan et al. [47]; Megavannan et al. [54]; Arminda et al. [57]; Shiel et al. [58]; Shao and Unal [59]; Wei et al. [60]; Lai and Cheng [61]; Sangroya and Navak [62]; Yatish and Zillur [63]; Tong et al. [64]; Laureti and Benedetti [65]; Wei and Jung [66]; Ciasullo et al. [67]; Khare and Sadachar [68]; Osburg et al. [69]; Confente et al. [70] |
Habits, Experiences, Lifestyle | Face/Status consciousness, Green involvement, Interpersonal differentiation, Past purchase experiences, Knowledge of environment, Health status, Healthy life habits | Jung et al. [3]; Wang et al. [11]; Silva et al. [23]; Koklic et al. [27]; Park and Lin [29]; Qi and Ploeger [36]; Laureti and Benedetti [65]; Wei and Jung [66]; Khare and Sadachar [68]; Osburg et al. [69]; Khare [71] |
Socio-demographics | Education Level, Age, Gender, Occupation, Family structure | Silvia and Maria [5]; Sreen et al. [35]; Shiel et al. [58]; Pícha and Navrátil [72]; Halder et al. [73]; Shahsavar et al. [74]; Wang et al. [75] |
Product Attributes and Marketing | ||
Product attribute: Availability, Product quality, Packaging, Origin | Availability, Energy and Material, Packaging, Product attributes, Perceived risks/trust, Product price, Origin, Impact on society | Silvia and Maria [5]; Carfora et al. [26]; Kathleen et al. [30]; Hsu et al. [39]; Hojjat and Behnaz [40]; Sultan et al. [43]; Megavannan et al. [54]; Shao and Unal [59]; Chekima et al. [76]; Matsumoto et al. [77]; Lee et al. [78]; See and Balaji [79]; Hao et al. [80]; William et al. [81]; |
Marketing: Eco-label, Message credibility, Promotion, Sales channels | Eco-label, Message credibility, Advertisement, Green certification, Mass media, Marketing influence, Green word-to-mouth | Wang et al. [11]; Zhang et al. [56]; Lai and Cheng [61]; Yatish and Zillur [63]; Cai et al. [82]; Zhou et al. [83]; Xu et al. [84]; Yang et al. [85]; Jäger and Anja [86]; Yatish and Zillur [87] |
Social Influence | ||
Social norm | Social norm, Peer Influence, Culture, Organization | Wang et al. [11]; Afzaal et al. [24]; Sreen et al. [35]; Qi and Ploeger [36]; Khare [71]; Halder et al. [73]; Yatish and Zillur [87]; Liobikiene et al. [88]; Lu et al. [89] |
Social capital | Social capital, Media, Place identity | Sidharth et al. [22]; Zhao et al. [32]; Lee et al. [48]; Sergio et al. [55]; Zhang et al. [90]; Kim and Kang [91]; Yang and Zhang [92] |
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Zhang, X.; Dong, F. Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review. Int. J. Environ. Res. Public Health 2020, 17, 6607. https://doi.org/10.3390/ijerph17186607
Zhang X, Dong F. Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review. International Journal of Environmental Research and Public Health. 2020; 17(18):6607. https://doi.org/10.3390/ijerph17186607
Chicago/Turabian StyleZhang, Xiaoyun, and Feng Dong. 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review" International Journal of Environmental Research and Public Health 17, no. 18: 6607. https://doi.org/10.3390/ijerph17186607