<![CDATA[Research on green marketing has grown rapidly over the past two decades, driven by increasing global awareness of environmental issues. This article presents a systematic narrative review of the green marketing concept and its relationship with consumer behavior. By examining selected academic literature, this article discusses the definition and evolution of green marketing, relevant theoretical frameworks, including the Theory of Planned Behavior (TPB), Green Value Theory, and the Norm Activation Model (NAM), as well as key variables influencing green purchase behavior such as green awareness, green trust, green perceived value, and green satisfaction. The review reveals that the relationship between green marketing and consumer behavior is complex and moderated by cultural, psychographic, and market-context factors. Based on these findings, the article proposes a future research agenda encompassing cross-cultural mediation and moderation model testing, neuroscience-based approaches, and exploration of digital platform roles in amplifying green messaging. This review aims to serve as a conceptual foundation for researchers and practitioners seeking to understand and develop sustainable marketing strategies.]]>
Copyrights © 2026
