Literature Review on the Impact of Green Marketing on Customers' Green Purchasing Behavior

With the growing concern about environmental issues, there is a growing demand for sustainable actions to minimize damage to ecosystems. To meet this demand, various companies have adopted green marketing programs in an attempt to mitigate environmental degradation. The purpose of this paper is to provide a comprehensive and systematic overview of green marketing and its impact on customers' emergence of green purchasing behaviors in order to fill the conceptual gap of the unclear relationship between green marketing and customers' green purchasing behaviors. The findings show that scholars often focus on the theory of planned behavior and its predecessor, the theory of rational action. Corporate green marketing varies in the factors and mechanisms of action that influence customers' green buying behavior at the strategic and tactical levels. The research in this paper helps marketers identify best practices in this area to effectively influence customer behavior.