Green Consumerism (2000–2024): A TCCM-Guided Review Of Theory And Methods

Abstract

The growing environmental consciousness among consumers has increased the demand for sustainable products, and businesses are increasingly adopting eco-friendly practices to cater to this new market segment (Salini & Thomas, 2017a). Researchers have identified several key factors influencing consumers' green purchasing intentions and behaviour, including environmental concern, perceived knowledge of green products, and the impact of marketing strategies (1). Environmental concern, which [1]reflects an individual's worry about ecological problems, is significantly predicted by purchasing intentions (2). In the Indian context, marketers also recognise the importance of green marketing as consumers become more aware of environmental issues and seek to make purchasing decisions that align with their values (3). Green consumption, defined as using products and services that minimise environmental impacts, has gained significant attention from scholars across various disciplines. Despite the growing awareness and favourable attitudes toward green products, the purchase rates remain comparatively low, revealing a persistent gap between consumer intentions and actions. This discrepancy, often called the "attitude-behaviour gap," highlights the complexity of green consumption behaviour and the multifaceted factors influencing it.