The Effect of Green Marketing on Brand Image and Purchase Decision Evidence from Systematic Review of Literature

Abstract

This systematic review aims to investigate the relationship between green marketing, brand image, and purchase decisions. With increasing awareness of environmental issues, consumers are becoming more concerned about the environmental impact of the products and services they choose. The review follows a systematic approach, including a comprehensive search of electronic databases, relevant journals, and reference lists of selected articles. Studies published between 2014 and 2023 are included, using specific inclusion and exclusion criteria. The final selection comprises 45 studies that meet the predetermined criteria. The results of this systematic review show how much green marketing influences consumers' perceptions of brands and their buying decisions. The review indicates that green marketing initiatives positively impact brand image. When companies engage in environmentally friendly practices and promote their commitment to sustainability, it enhances the perception of their brand as socially responsible and environmentally conscious. Positive perceptions of ecologically conscious brands influence consumers' purchase decisions, despite inconsistencies and limitations in reviewed studies, suggesting areas for further research. Future studies should examine how green marketing affects consumers' perceptions of brands and their buying decisions over the long run, considering cultural contexts and the effectiveness of different green marketing strategies. Utilizing qualitative research methods can provide a comprehensive understanding of consumers' attitudes, values, and emotions towards green marketing, its influence on brand image, and purchase decisions.