Factors Influencing Consumer Behavior toward Green Products: A Systematic Literature Review

Area of Science:

• Environmental Science
• Consumer Psychology
• Marketing

Background:

• Growing global resource consumption necessitates a focus on environmental protection and sustainable practices.
• Consumer behavior significantly impacts the market for green products, making it a critical area of study.
• Understanding consumer perceptions is vital for promoting eco-friendly purchasing decisions.

Approach:

• A systematic literature review was conducted, analyzing 37 studies on consumer behavior and green products.
• Inclusion and exclusion criteria were applied to select relevant research focusing on consumer perceptions.
• Data were extracted from prominent academic databases including Web of Science, Emerald Insights, Springer Link, and Science Direct.

Key Points:

• Social norms, environmental orientation, and corporate green image influence consumer choices.
• Product characteristics, perceived risks, and convenience are significant factors in green purchasing.
• Institutional trust, sociodemographic factors, and consumer confidence also play a role.

Conclusions:

• Consumer behavior towards green products is influenced by a complex interplay of individual, social, and market factors.
• The study underscores the importance of considering customer needs, expectations, and perceptions in green product development.
• Aligning green product strategies with consumer insights is essential for market success and environmental sustainability.