Green skepticism: review and research agenda

Abstract

Purpose

Despite a growing interest in investigating green skepticism, there has been a paucity of effort in synthesizing green skepticism research. This study aims to synthesize extant green skepticism research. This study is useful in providing a comprehensive synthesis of research on green skepticism and identifying key gaps in the existing literature, thereby paving the way for future research directions. This research demonstrates a comprehensive understanding of the dominant theories, contexts (i.e. countries), characteristics (i.e. key variables and their associations) and methods (i.e. research design) employed in green skepticism research.

Design/methodology/approach

A hybrid review method that combined an Systematic Literature Review (SLR) with lexicometric analysis was employed to present a comprehensive synthesis of the green skepticism literature.

Findings

The findings showed that many theories have been applied to green skepticism research with the theory of planned behavior and attribution theory being prominently used. The review also proposes a conceptual framework that illustrates the relationships between antecedents and consequences reported in the green skepticism literature. Lexicometric analysis identified six major themes in green skepticism research, including trust in green products, product-related attributes, environmental attributes, social responsibility, organic consumption and promotional campaigns.

Research limitations/implications

This review included only papers authored in English. Consequently, studies conducted in other languages were not taken into account. Future research could broaden the understanding of green skepticism by incorporating studies conducted in different languages.

Practical implications

This study provides practical implications for retailers, marketers and policymakers to combat green skepticism and encourage the purchase of green items. This study suggests integrating endorsements from authorized third-party organizations or celebrities into green marketing campaigns to reduce skepticism. Further, aligning corporate social responsibility efforts with genuine social welfare goals can build consumer trust. Finally, securing third-party endorsements for ecological claims will emphasize product credibility and drive green purchase intention.

Originality/value

To the authors’ knowledge, this study represents the first attempt to review the extant literature in green skepticism by integrating a systematic review approach, lexicometric analysis and the Theory-Context-Characteristics-Methodology framework. Through this approach, (1) SLR provides a detailed synthesis of green skepticism research to date, (2) Lexicometric analysis aids in the identification of key themes investigated in green skepticism research to date, and (3) the TCCM framework assists in identifying crucial avenues for future research endeavors in the realm of green skepticism.

Citation

Sivapalan, A., Jebarajakirthy, C., Saha, R., Mehta, P., Balaji, M.S. and Maseeh, H.I. (2024), "Green skepticism: review and research agenda", Marketing Intelligence & Planning, Vol. 42 No. 8, pp. 1541-1580. https://doi.org/10.1108/MIP-04-2023-0179