Effectiveness of Green Marketing Strategies in Building Consumer Trust and Influencing Behavior: A Systematic Review

Increasing environmental issues have made concepts like sustainable development and green marketing more familiar to the public, thereby leading people to expect sustainability from businesses. A systematic review of qualitative, quantitative, and mixed-method studies based on PRISMA guidelines has been conducted. The review included 7 studies conducted in five different countries. It is the green marketing that makes people concerned about their environment and conscious of their consumption to keep the environment sustainable. It is found that people positively perceive green marketing approaches of companies, and they believe in the eco-friendliness of the products the companies offer. While addressing environmentally conscious consumers, companies need to be honest in their offerings. Price is to be treated as that element of green marketing that influences the purchase intention and trust of every consumer, including both environmentally conscious and environmentally unconscious consumers.