Contemporary and Significant Factors Affecting Green Purchase Intention and Behavior

This study examined the recent empirical research to discover the contemporary antecedents that affect the Green Purchasing Intention and Behaviour of the consumer's worldwide. This paper intends to find the variables that had been mostly used in recent years (2010-2021) which are under-looked and need further exploration. From the results of this study, abundant factors influencing consumer’s green purchase Intention and behavior were recognized. The various industries in which the green behavior studies conducted include Fashion, Food, Retail, Telecom, Hotel, and Electrical, etc. Most of the studies examined the behavior of the general green products that belong to no specific industry. Some of the relatively new variables are Sustainable/Natural Environmental Orientation, Government and NGO Initiatives, Social Media Marketing, Altruism, Religious Values, Moral Identity, Green habits, Personality Traits, Liberalism, Green Culture, etc. The most explored and significant factors include Environmental Attitude, Environmental Knowledge and Ecological Concern. It has been observed that most of the determinants that affect the Green Purchase Intention will also influence the Purchase Behaviour. The findings suggest the marketers and policymakers about the key predicting variables of the green behavior. Marketers can style their product/service offerings and strategies to meet consumer needs