A novel integrated structural model of green consumer purchasing behavior: A systematic literature review with COM-B framework perspective

Abstract

Research background:Research on Green Consumer Purchasing Behavior (GCPB) has been conducted in many product contexts. However, even though the role of green non-food products and the bioeconomy is significant and continuously expanding with the growing demand for non-food (nF), bio-based products, GCPB analyses in these sectors remain fragmented and require systematization to effectively utilize existing knowledge. The COM-B (capability, opportunity, and motivation) model provides an interesting framework for such research. Purpose of the article: The purpose of this paper is to map research tendencies and systematically analyze and synthesize existing research on the factors influencing GCPB-nF to provide a comprehensive understanding of the drivers of sustainable consumption and to offer foundation for building conceptual structural model as well multi-research-grounded justification for practical implications. Methods: A systematic literature review (SLR) and bibliometric analysis were conducted on 199 peer-reviewed articles sourced from the Scopus database. The selection followed rigorous criteria, including article quality, relevance, and methodological clarity. The Antecedents-Decisions-Outcomes (ADO) and COM-B model were utilized as frameworks. Findings & value added: The study offers a comprehensive synthesis of green consumer purchasing behavior (GCPB) in the non-food sector (nF), revealing that psychological capabilities, particularly environmental knowledge or reflective motivation including green attitude are well-established predictors, whereas physical capabilities and automatic motivations remain underexplored. Importantly, the analysis underscores that external opportunities, such as social norms, green branding, and credible communication substantially influence consumer decision-making. The proposed integrated structural model, grounded in the COM-B and ADO frameworks, systematically maps key behavioral drivers and their interrelations. This framework not only contributes to theory-building by unifying fragmented insights, but also provides a robust theoretical foundation for future structural modeling, hypothesis formulation, and necessary condition analysis (NCA). The findings generate actionable implications for marketers aiming to promote sustainable consumption and enable researchers to test causal mechanisms driving green behavior in the bio-based non-food product domain.