What Drives Green Product Purchase Intentions? A Cross-Cultural Systematic Review of Multi-Level Determinants

Abstract

This study conducts a thorough review of existing research that looks into the factors influencing consumers' decisions to buy eco-friendly products. A total of 37 peer-reviewed articles, published from 2013 to 2022, were found by conducting a structured search in the Scopus database and were analyzed according to PRISMA guidelines. The synthesis groups the factors that influence a person's intention to buy green products into four main categories: personal traits of the consumer, the impact of social influences, the strategies used by organizations, and the policies implemented by the government. The results indicate that environmental concern is the most commonly studied factor, showing up in about 89% of the studies reviewed, while attitudes toward green products were examined in roughly 76% of the studies. Social norms show a big difference depending on the situation, with a stronger effect seen in Asian Cultures than in Western ones. In addition, how effective consumers feel and the use of green marketing strategies are important factors, especially in studies from developing economies. The review shows that the desire to buy green products depends on different situations and involves many factors. This study helps clarify how people engage in sustainable consumption by organizing key factors thematically and presenting numerical summaries, and it also highlights important areas that need more research and theoretical work.