Review of literature on green consumer behaviour over 25 years (1994-2018)

Abstract

The objective of this paper is to present a review and classification of academic work done on consumer behaviour in the green marketing domain over a 25-year period. Suitable keywords were used for identifying articles in top rated journals between the years 1994 and 2018. Two hundred and sixty-seven articles cleared the filtering criteria. These articles were analysed for their year of publication, publication outlet, authorship, article impact, geographical distribution of sample, frequently used theories, keywords, and products used for study. Studies were also classified on their primary themes and the underlying theories therein were presented. This research provides various indicators to researchers intending to work in the area of exploring consumer behaviour for green offerings.

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