Green Marketing Or Green Washing, Facsimile Form Towards Driver Of Green Consumption: A Systematic Review

Abstract

Significant improvement has been made in the literature to establish a link between the green products and products which are green washed featuring sustainability which has led to changes in the consumer decision making towards purchasing sustainable product of the companies adopting green marketing. Despite the enormous volume of research, conclusions are scattered and, at times, inconsistent. Environmental deterioration is rapidly capturing people's attention; yet this increase in ecological footprint has not been followed by an increase in green product demand. This article seeks to discover and categorize all the major drivers of green products in an effort to systematize prior research findings and identify the most significant factors. The study adopted systematic review for the analysis in which 42 papers were analyzed from different research databases. This article identifies from the different keywords related to green marketing such as green, green marketing, sustainability, ecological, purchase behavior, consumer behavior. The research identifies four types of sustainable consumption drivers: behavioral factors, socio-economic variables, individual’ s psychological beliefs, dyadic values—non-environment.