Green Marketing in Asian Nations: Current State of Research and Future Frontiers

This systematic literature review examines the evolution and current state of green marketing research in South Asian, East Asian, and Southeast Asian countries. Utilizing the PRISMA methodology and TCCM framework, the study analyzes 97 articles published between 2000 and 2025 to map research trends, dominant variables, theoretical underpinnings, and methodological approaches. The findings reveal regional disparities in publication volume, a reliance on Western-centric theories, and methodological limitations such as overuse of convenience sampling. India and China emerge as key contributors, while many Asian countries remain underrepresented. The review identifies frequently studied constructs, including environmental concern, attitude, and green purchase intention, and recommends expanding theoretical diversity and context-specific research. It offers a comprehensive research agenda and practical insights for marketers aiming to foster sustainable consumer behavior across diverse Asian markets.