Green Marketing and Green Brand Equity: A Systematic Review and Future Research Agenda in the Era of Artificial Intelligence

ABSTRACT Green marketing's role in building green brand equity has attracted growing scholarly attention, yet prior reviews remain fragmented and limited in scope. This study conducts a systematic literature review using the scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR) protocol and the theory–context–characteristics–methodology (TCCM) framework. It analyzes 271 Scopus‐indexed articles published between 2005 and July 30, 2025, and applies a detailed TCCM evaluation to 80 papers from A*/A/B‐ranked journals on the Australian Business Deans Council (ABDC) list. Performance analysis reveals exponential growth post‐2020, a strong concentration of studies in Asian countries, and trust‐mediated pathways as core mechanisms. TCCM synthesis highlights heavy reliance on behavioral theories, consumer‐centric contexts, and cross‐sectional designs, while exposing gaps in institutional and strategic perspectives, B2B, digital settings, negative pathways, and longitudinal approaches. The study proposes a structured future research agenda emphasizing institutional theory integration, underrepresented regions and industries, AI‐enabled antecedents, and advanced methodologies. This paper provides a framework‐based review and offers actionable theoretical, contextual, and methodological directions for strategically advancing green brand equity through authentic green marketing practices.