FACTORS INFLUENCING CUSTOMERS' GREEN PURCHASE BEHAVIOR: TEN YEARS OF LITERATURE WITH SPECIAL FOCUS ON GREEN RESTAURANTS

This study aims to review the literature for ten years, from 2010 to 2019, related to customers' green purchase behavior by shedding light on the factors influencing it and the main predictors of green behavior in the restaurant industry. A systematic review of 38 articles published within ten years, “2010 to 2019” was performed, and the reviewed studies were classified depending on electronic databases. The sample was clustered according to the two main topics: customers' green purchase behavior toward restaurants and customers' perceptions toward green product consumption. The findings were analyzed based on descriptive and topic analysis. 90% of the reviewed studies applied a quantitative approach by using a survey. Also, results revealed that 89% of the reviewed studies were between 2015 and 2019, revealing a rise in investigating customers' green purchase behavior and its determinants in the last five years. 47% of the reviewed studies were performed in three geographical areas (USA, China, and India), which reveals that investigating customers' green purchase behavior and its factors is a topic of great interest in these countries. This study contributes to green consumption literature by shedding light on the restaurant sector as a field in the green literature that needs more future research. In addition, this study is one of the few studies that values the importance of more research exploring green purchase behavior and its antecedents.