“Green Products”: A Review with the Consumer Buying Process Framework

Abstract

Green consumption has become a crucial academic and practical topic with the increasing environmental-protection awareness of scholars, industries and consumers. However, the growth in green purchasing may not reflect the concerns. This study aims to synthesize recent research and points several causes of low purchases to green products in the consumer perspective and provide a comprehensive understanding to the realistic consumer decision-making process. Through the scope of Consumer Buying Process framework, this study systematically reviewed 73 credible articles on green purchase behaviour published from 2010 to 2022. Main constructs and theories applied in selected literature is further discussed in each sector of the CBP framework. The study results showed the green purchase process may have a ‘loop tendency’ that falls into the circulation of construction of evaluation and adoption of those evaluations. Moreover, purchasing behaviour which performed by minority of the consumers may not be strong enough to form a valid social norm, and the current available still lacked power to fulfil consumer needs. With the modified consumer buying process framework, this study highlights the importance of creating memorable experience and build strong emotional communications with consumers.