Determinants of Green Consumer Behavior: Psychological, Social, Economic, and Contextual Factors

This study critically reviews the psychological, social, economic, and contextual factors influencing green consumer behavior to develop an integrated framework for a better understanding of these influences. Despite extensive research on individual factors, such as environmental awareness and perceived consumer effectiveness, a gap remains in the literature regarding the integration of these elements into a comprehensive framework. By synthesizing existing academic studies, this review identifies key determinants shaping green purchasing decisions: psychological factors, such as environmental concern; social influences, including peer pressure and social norms; economic considerations, such as willingness to pay for eco-friendly products; and contextual factors, including green marketing strategies and product availability. These findings underscore the need for an integrated approach that considers how these factors interact, offering insights into how consumers are motivated to engage in sustainable consumption. This review provides valuable implications for marketers, policymakers, and environmental advocates seeking to promote green consumer behavior through effective strategies. The proposed integrated framework offers a foundation for further research in this area and contributes to the advancement of sustainable consumption practices. By addressing these gaps in understanding, this study provides a more comprehensive perspective on the multifaceted nature of green consumer behavior.