<![CDATA[This paper presents a conceptual, narrative review of green consumer behavior and sustainable purchasing decisions across emerging market economies. Drawing on recent empirical studies conducted in India, Indonesia, Turkey, Bangladesh, Egypt, and other developing countries, the review synthesizes the psychological, social, and situational determinants that shape whether pro-environmental attitudes translate into actual green purchases. The analysis shows that environmental knowledge and environmental concern function as foundational antecedents that build green attitudes and green trust, while personal norms, green self-identity, and perceived consumer effectiveness convert these attitudes into purchase intention. However, a persistent attitude–behavior gap remains the central challenge in emerging markets, driven by price sensitivity, limited affordability, habitual purchasing patterns, and inconsistent institutional support. Using a free, integrative literature-review method rather than a single fixed methodology, this study synthesizes findings from theories including the Theory of Planned Behavior, the Norm Activation Model, and the Stimulus-Organism-Response framework to propose a multi-layered conceptual model of green purchasing behavior. The paper concludes with theoretical and managerial implications for marketers, policymakers, and future researchers seeking to close the gap between environmental awareness and sustainable consumption in developing economies.]]>
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