Green marketing practice and green purchase intention: a bibliometric analysis and systematic literature review

Abstract Purpose Green marketing has become essential for addressing environmental imperatives while meeting consumer demands. This study conducts a systematic literature review and bibliometric analysis examining how green marketing practices influence green purchase intention. Synthesizing evidence from 52 empirical studies, this review identifies research gaps, develops three testable propositions, and proposes a strategic research agenda. Methodology Following PRISMA guidelines, systematic searches were conducted in Scopus and Web of Science (January 2010–August 2024), yielding 1283 documents. Fifty-two empirical studies met rigorous inclusion criteria for thematic synthesis. Bibliometric analysis using VOS Viewer examined publication trends, geographic distribution, and keyword co-occurrence. Findings Publication volume grew 27-fold from 5 articles (2010) to 138 (2024). India is the most productive country (99 documents) but ranks ninth in citations per document (14.7), while China (72; 78.4) and the USA (61; 92.7) achieve higher impact. Eight thematic clusters emerged; "purchase intention" (178 occurrences), "green marketing" (167), and "green purchase intention" (107) dominate. Green labeling, green advertising, and integrated green marketing mix consistently and positively influence green purchase intention. Green packaging evidence is mixed. Green trust and green perceived value consistently mediate these relationships. Critically under-researched pathways include green packaging → green trust (one study), green labeling → green perceived value (one study), and green marketing mix → green perceived value (one study). Originality/Value This review synthesizes fragmented evidence into an integrated framework revealing unknown pathways supported by only one or two studies; develops three testable theoretical propositions (P1, P2, P3); empirically validates fragmentation via bibliometric cluster disconnects; and proposes a strategic, methodologically informed research agenda.