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GREEN MARKETING AND CONSUMER BEHAVIOR: A SYSTEMATIC LITERATURE REVIEW AND BIBLIOMETRIC ANALYSIS

AUTHORS:
Pooja
Mentor
Professor -Ipshita Bansal
Affiliation

Department of Management Studies,Bhagat Phool Singh Mahila Vishwavidyalaya,Khanpur Kalan, Sonipat, India

DOI: 10.55041/ijsmt.v2i5.392
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

This systematic literature review and bibliometric study investigates the role of green marketing in shaping consumer behavior, highlighting the growing importance of sustainable practices in marketing strategies. As environmental concerns escalate globally, businesses increasingly adopt green marketing to appeal to an environmentally conscious consumer base. This study synthesizes existing research, identifying key themes, trends, and gaps in the literature over the last two decades. To achieve the study goal, we conducted a bibliometric analysis and a systematic literature evaluation. The data for this was retrieved from the Scopus database. 25 papers were utilized for the systematic literature review, and 177 papers were used for bibliometric analysis. Both R Studio and Vosviewer were used to analyze the collected data. Utilizing bibliometric analysis, we examine publication patterns, influential authors, and seminal works within the field, providing a comprehensive overview of how green marketing impacts consumer attitudes, purchase intentions, and brand loyalty. The findings reveal a significant correlation between green marketing initiatives and positive consumer behavior, emphasizing the necessity for brands to align their marketing efforts with sustainable values. This review not only contributes to the academic discourse on green marketing but also offers practical insights for marketers aiming to enhance engagement with eco-conscious consumers. Recommendations for future research are provided to further explore the nuances of consumer attitudes toward green products and the effectiveness of various marketing strategies. Furthermore, the bibliometric analysis offers guidance for future research directions, emphasizing the need for cross-disciplinary studies and longitudinal investigations to deepen insights into the long-term effects of green marketing on consumer behavior.

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 05
Review Rounds:
2
Article Type:
Research Article
Publication Date:
May 25 2026
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Pooja, (2026). Green Marketing and Consumer Behavior: A Systematic Literature Review and Bibliometric Analysis. International Journal of Science, Strategic Management and Technology, 02(05). https://doi.org/10.55041/ijsmt.v2i5.392

Pooja, . "Green Marketing and Consumer Behavior: A Systematic Literature Review and Bibliometric Analysis." International Journal of Science, Strategic Management and Technology, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i5.392.

Pooja, . "Green Marketing and Consumer Behavior: A Systematic Literature Review and Bibliometric Analysis." International Journal of Science, Strategic Management and Technology 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i5.392.

References
1.Agarwal, S. and Dubey, R.S., 2024. A bibliometric and thematic review of green marketing and green consumer behavior research from 2000 to 2022. Serbian Journal of Management, 19(1), pp.51-70.

2.Alaloul, W.S., Liew, M.S., Zawawi, N.A.W.A. and Kennedy, I.B., 2020. Industrial Revolution 4.0 in the construction industry: Challenges and opportunities for stakeholders. Ain Shams Engineering Journal, 11(1), pp.225-230.d

3.Arunprasad, P., Dey, C., Jebli, F., Manimuthu, A. and El Hathat, Z., 2022. Exploring the remote work challenges in the era of COVID-19 pandemic: review and application model. Benchmarking: An International Journal, 29(10), pp.3333-3355.

4.Azam, H., Muhamad, N., & Syazwan Ab Talib, M. (2024). A review of psychological resilience: paving the path for sustainable consumption. In Cogent Business and Management (Vol. 11, Issue 1). Cogent OA. https://doi.org/10.1080/23311975.2024.2408436

5.Batra, S., Saini, M., Yadav, M. and Aggarwal, V., 2022. Mapping the intellectual structure and demystifying the research trend of cross-listing: a bibliometric analysis. Managerial Finance, 49(6), pp.992-1016.

6.CG, M. K., & G, A. (2025). A study on environmental prosocial attitudes to green consumption values, openness to green communication, and its relationship with buying behavior. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2024.2443050

7.Chawla, R.N. and Goyal, P., 2021. Emerging trends in digital transformation: a bibliometric analysis. Benchmarking: An International Journal, 29(4), pp.1069-1112.

8.Chen, L., Matloob, S., Sunlei, Y., Qalati, S.A., Raza, A. and Limón, M.L.S., 2023. A moderated–mediated model for eco-conscious consumer behavior. Sustainability, 15(2), p.897.

9.Chotisarn, N., & Phuthong, T. (2025). Green production processes and consumer behaviour: a theory-context-characteristics-methodology framework-based systematic review and future research agenda. In International Journal of Sustainable Engineering (Vol. 18, Issue 1). Taylor and Francis Ltd. https://doi.org/10.1080/19397038.2025.2480100

10.Cui, C., Shaari, N., Zainal Abidin, S., & Mohd Ali, N. A. (2025). Sustainable Style: Unraveling the Trends and Future of Green Marketing in the Textile and Apparel Industry. In Sustainability (Switzerland) (Vol. 17, Issue 1). Multidisciplinary Digital Publishing Institute (MDPI). https://doi.org/10.3390/su17010292
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This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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