Drivers of green purchasing behaviour: a systematic review and a research agenda

Background: Green purchasing is an important aspect of sustainable consumption, which decreases society's environmental effect. Although numerous research has been conducted to investigate the determinants of green buying behaviour, there has been a lack of effort in comprehensively analysing these findings. The purpose of this study is to examine the available literature on the factors that influence green purchasing behaviour. Methods: The review focused on empirical research published in peer-reviewed English-language publications between 2017 and 2021 in Web of Science and Scopus. The research took place from May to June 2021. Mixed Methods Appraisal Tool (MMAT) is used to assess the risk of bias in systematic literature reviews. Results: 41 articles were included, with significant focus on the retailing sector. Most of these studies were centred in Asian countries, primarily China and India. The Theory of Planned Behaviour was the most prominent, appearing 15 times, followed by the Theory of Reasoned Action (seven times). Analysis identified five main themes and 15 sub-themes related to green purchase behaviour drivers. These themes were categorized by occurrence: People (34 papers), marketing (13), knowledge (12), environment (12), and influence (nine). The dominant driver was people (34 studies), encompassing sub-themes including motivation (three), perception (eight), behavioural (13), and psychographic characteristics (10). Conclusions: This study has given an overview of the present status of green purchasing behaviour, which serves as a foundation for future studies and guidance for policymakers and practitioners. However, it does not include unpublished materials and non-English papers. Secondly, it focuses on articles from two databases within the last five years which doesn't encompass all article types, prompting the need for future exploration. Thirdly, extending the review's time frame could unveil more pronounced GPB patterns. Lastly, although all eligible papers were assessed based on criteria, the chance of overlooking some papers is acknowledged.