The Impact of Green Marketing and Consumer Trust on Purchase Intention in the Digital Era

在数字时代背景下，绿色营销与消费者信任对消费者购买意愿的影响成为推动可持续发展的重要议题。本综述依据计划行为理论为理论基础，系统梳理了电商平台中绿色营销的实施策略以及消费者信任的影响因素，并探讨了二者在电商背景下如何影响消费者的购买意愿。基于现有的研究和现状的分析，本文总结了当下电商平台下绿色营销所面临的挑战，并从如何增加消费者信任和购买意愿的角度提出了对策，使企业更好平衡环保效益与市场竞争力，从而推动绿色消费与可持续发展。Under the digital era, the influence of green marketing and consumer trust on purchase intention has become a critical issue in advancing sustainable development. This review, grounded in the Theory of Planned Behavior (TPB) as the theoretical foundation, systematically examines the implementation strategies of green marketing on e-commerce platforms and the factors shaping consumer trust, while exploring how these two elements jointly affect consumers’ purchase intentions in the e-commerce context. Based on existing research and current analyses, the paper summarizes challenges faced by green marketing in e-commerce environments and proposes countermeasures aimed at enhancing consumer trust and purchase intention. These recommendations seek to help businesses better balance environmental benefits with market competitiveness, thereby fostering green consumption and sustainable development. The synthesis provides actionable insights for enterprises to optimize green marketing practices while addressing evolving consumer expectations in digital marketplaces.