THE IMPACT OF GREEN MARKETING ON GREEN PURCHASE BEHAVIOR- BIBLIOMETRIC LITERATURE REVIEW
The concept of green consumer behavior has emerged as a novel area of study within the field of marketing, garnering attention from both researchers and practitioners in contemporary consumer research. The primary objective of this study was to ascertain the influence of Green Marketing (GM) on consumer Green Purchase Behavior. The objective will be achieved through the consolidation of current research endeavors and the identification of areas of deficiency and potential avenues for future investigation. The research problem has been formulated with the following questions Does the implementation of Green Marketing strategies have a substantial and favourable impact on consumers' propensity to engage in Green Purchase Behavior? A Bibliometric Literature Review analysis was used. The study has produced several significant discoveries, one of which relates to the impact of Green Marketing Variables (specifically, Green Product, Green Marketing Channels, Green Promotion, and Green Price) on Green Purchase Behavior. Thus, Green Marketing practices influence consumer purchasing behaviour. Also, several studies indicate a weak correlation between GM and consumers' green purchasing behavior (GPB). On the other hand, one of the results, “Green Promotion” was the most significant variable that impacted consumers’ purchase behavior. The findings of the study contribute to the existing body of knowledge on green marketing (GM) and green purchase behavior (GPB), enhancing our understanding in these areas.
Sustainability, Green Marketing (GM), Green Purchase Behavior (GPB), Bibliometric Literature Review.