Green Marketing and Consumer Behavior in Emerging Economies: A Systematic Literature Review with Bibliometric Analysis

Abstract

 Despite heightened consumer awareness of environmental issues, pro-environmental intentions do not always translate into actual purchasing behavior. The significance of green marketing in facilitating sustainable consumption becomes particularly critical in emerging economies where environmental challenges are rapidly intensifying. This study employs a dual approach combining bibliometric analysis and systematic review with 382 articles retrieved from the Scopus database from 2000 to 2025 to examine the evolution, theoretical foundations, identify key determinants, and emerging directions in green consumer behavior research. Results indicate that, although consumers hold positive attitudes toward green products, actual purchase behavior is constrained by factors such as price sensitivity, distrust, and social influence. By integrating psychological and contextual factors, this study proposes a broad conceptual framework intended to guide future research as well as managerial strategies. The findings offer useful guidance for marketers in designing effective green marketing initiatives and enhancing consumer engagement in sustainable consumption. This study contributes to the behavioral perspective within green marketing research by delivering actionable insights to improve sustainable consumption practices.