Systematic Literature Review on Green Purchasing Behavior in E-commerce: A TCCM Framework-Based Analysis

Green purchasing behavior has become an important social trend and lifestyle that can drive and promote sustainable economic development. This study integrates empirical evidence on the determinants of green purchasing behavior in e-commerce from 2021 to 2025, and examines the dynamic interaction between consumer cognition, platform mechanisms. The study uses a systematic review of peer-reviewed articles based on the Web of Science database. The literature was quantitatively analyzed, and the content was interpreted according to the TCCM framework (theory, content, characteristics, and method). Future research should give priority to longitudinal designs to track behavioral evolution and develop ethical frameworks for artificial intelligence deployment. The interdisciplinary integration of behavioral economics, computational optimization, and neuroscience is essential to enhance the theoretical rigor and practical influence of green development in e-commerce.