📄 Abstract
Green marketing has gained growing attention in todays businesses and also in research community. The current research aims to examine the scholarly literature on green market influence on consumer. A total of 66 empirical studies were selected by structed keywords from SCOPUS database published from 2015 to 2024. PRISMA framework has been utilized in this study. The study analysis the trend, identify influential journal, most cited work, nations, and assess consumer behavior. The major finding is that most of studies employed TPB model to investigated the determinants of green consumer buying behavior. It was found that the consumers are continuously gaining awareness towards green product and there is a positive response towards environmental concern. The study also shed light on different aspect of consumer behavior. The findings offer a comprehensive insight into green consumerism and base for prospect researchers and aids marketing managers in formulating marketing strategies to promotion of green products.
🏷️ Keywords
📚 How to Cite:
Ruma Kumari Sah, Dr. Gautam Patikar , UNDERSTANDING GREEN MARKETING INFLUENCE ON CONSUMER BEHAVIOUR: A SYSTEMATIC LITERATURE REVIEW , Volume 13 , Issue 2, February 2026, EPRA International Journal of Environmental Economics, Commerce and Educational Management(ECEM) , DOI: https://doi.org/10.36713/epra26216