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This paper aims to investigate existing research in green marketing with special reference to consumer behaviour and identify challenges both in practice and research, offering valuable insights for both the communities. While reviewing the existing literature in the paper, the authors define the scope of green marketing as a standalone discipline and discuss all aspects of green consumer behaviour and present opportunities for researchers.

A thorough literature search in leading academic journals related to the scope of this paper was conducted through leading databases. An analysis of literature review comprising 140 relevant articles has been carried out and presented in the paper.

Green consumer behaviour research is one area which is very well researched but studies are found to be generic in nature. the authors stress that research needs to be advanced in relation to addressing gaps between consumer perceptions and designing green products, identification of green segments, positioning green products and also inclusion of stakeholders in green marketing process. More insights into consumers willingness to pay for green attributes Vis -a Vis conventional attributes need to be worked out.

In spite of plenty of reviews available in green marketing, there is no review which solely covers the consumer behaviour aspects of green marketing. Consumer being the most important stakeholder in green marketing domain deserves special attention from the researchers’ perspective. The review is unique in providing all aspects of green consumer behaviour research.

Consumer satisfaction towards a brand is one of a firm’s important performance outcomes. However, building a strong green brand to foster consumers’ satisfaction is often challenging for firms. Drawing on the dynamic capability and mechanism-enabling perspectives of ambidexterity. The purpose of this research is to explore mechanisms of perceived brand performance and green trust through which green brand ambidexterity acts as a facilitator of consumer satisfaction.

The hypothesized relationships were tested by both partial least squares structural equation modelling (PLS-SEM; symmetric approach) and fuzzy set qualitative comparative analysis (fsQCA; asymmetric approach) with data collected from a green consumer questionnaire survey in Hong Kong.

The results from PLS-SEM indicate that green brand ambidexterity affects consumer satisfaction through multiple mediating paths of perceived brand performance, green trust-consumer and the sequential integration of perceived brand performance and green trust. Results from fsQCA further reinforced these findings.

The present research provides a nuanced understanding of how ambidexterity enhances consumer satisfaction in the context of a green brand by identifying multiple mechanisms.

There is a lack of research on how green brand ambidexterity affects green brand outcomes from the perspective of value creation for consumers. The present research fills this gap by providing more comprehensive explanations of mechanisms for green brand ambidexterity to facilitate consumer satisfaction. It also offers a better understanding of how the effects of green brand ambidexterity are viewed on a path-dependency that is aligned with the dynamic capability perspective of ambidexterity and how green trust forms a critical path to enable green brand ambidexterity and perceived brand performance to enhance consumer satisfaction.

The purpose of this study is to develop an original framework to explore the influences of green perceived value and green perceived risk on green purchase intentions and to discuss the mediation role of green trust.

This study applies four original concepts – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an integral model to enhance green purchase intentions. In addition, this research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to explore its managerial implications. Structural equation modeling (SEM) is applied to verify the research framework.

The empirical results show that green perceived value would positively affect green trust and green purchase intentions, while green perceived risk would negatively influence both of them. Furthermore, this study demonstrates that the relationships between green purchase intentions and their two antecedents – green perceived value and green perceived risk – are partially mediated by green trust. Hence, investing resources to increase green perceived value and to decrease green perceived risk is helpful to enhance green trust and green purchase intentions.

This study summarizes the literature on green marketing and relationship marketing into a new managerial framework of green purchase intentions. It utilizes four novel constructs – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an original research framework to enhance green purchase intentions. Although past research has highlighted the relevant issues about purchase intentions, none explores it about green management. Therefore, this paper develops the research framework of green purchase intentions to fill the research gap.

The purpose of this paper is to identify what lifestyles best explain and impact ecological behavior among young Indian consumers.

This paper adapts the lifestyle scale developed by He et al. (2010) and the Actual Commitment scale to the Indian context to describe its impact on the young consumer’s ecological profile. The study is based on an extensive literature review. The data were obtained from a questionnaire handed out to a sample of 250 students. With the information obtained, and after the scale validation process, a structural equation analysis has been conducted.

Findings of the study highlight that environmental patterns and lifestyle factors are those that best characterize the ecological market segment. This group of young consumers is characterized by their self-identity and a feeling of uniqueness. They are people who always try to improve themselves and take actions which pose a new challenge for them. They are also characterized by having an ecological lifestyle, selecting and recycling products and taking part in events to protect the environment. This type of consumer is a present and future investment for firms that are committed to the environment.

The results of this study might interest consumer behavior researchers and those firms that care about the ecological consumers. Moreover, previous studies have not dealt with young consumers. Further research is needed including new psychographic variables.

This study aims to combine the literature on green marketing and relationship marketing into a new managerial framework of green trust. In addition, this study seeks to elaborate the relationships among green perceived quality, green perceived risk, green satisfaction, and green trust.

The research object of this paper focuses on Taiwan's consumers who have the purchase experience of information and electronics products. This study undertakes an empirical study by means of the questionnaire survey method. The questionnaires were randomly mailed to consumers who had the purchase experience of information and electronics products. Structural equation modeling (SEM) is applied to test the research framework.

The empirical results indicate that green perceived quality would positively affect green satisfaction and green trust, whereas green perceived risk would negatively influence both of them. In addition, this study points out that the relationships between green trust and its two antecedents – green perceived quality and green perceived risk – are partially mediated by green satisfaction. Hence, investing resources in the increase of green perceived quality and the decrease of green perceived risk is useful to enhance green satisfaction and green trust.

Although previous research has explored the relevant issues about trust, none highlights trust about green or environmental issues from the perspectives of perceived quality and perceived risk. This study proposes a research framework, which can help companies enhance their green trust via its three determinants: green perceived quality, green perceived risk, and green satisfaction.

As huge environmental impacts caused by the coffee industry are significant and controversial in the course from cultivation to consumption, the purpose of this paper is to investigate whether or not different types of green claims based on the product lifecycle can lead to different extents of green psychological variables including purchase intention.

The green claims of Starbucks were chosen as the research target for this study not only because the coffee chain store is working on the “Starbucks” Shared Planet’ program, which makes a commitment to do business in ways that are good for people and the planet, but also because such a program can be categorized into three major green message elements on the basis of the product lifecycle. A total of 920 valid self-reported questionnaires collected in Taiwan were used for this empirical analysis.

One-way ANOVA results reveal that all of the three green claims of Starbucks can lead to consumers building up the same level of green brand image of this company, with “ethical sourcing” significantly possessing more impacts on the other green psychological variables (i.e. green trust, green satisfaction, green brand equity, and green purchase intention).

The empirical results and findings from this study are helpful to the coffee industry marketers if they, in formulating various promotion campaigns, can communicate with the consumers with an eye to increasing their green brand image and other green psychological variables, including green purchase intention.

This study is among the first to introduce different types of green claims on a basis of the product lifecycle to examine whether or not consumers’ green psychological variables will be different.

There is a research gap in terms of understanding how green consumers perceive green products in a marketplace context. The purpose of this paper is to respond to this omission by exploring the green consumers' product demands and consumption processes.

Semi‐structured in‐depth interviews with Portuguese green consumers are used to discuss potential key factors (reasons to buy green products, defining green product characteristics, feelings about pricing, perceived product confidence, willingness to compromise, environmental knowledge, consideration of alternatives, product's point of purchase and use and disposal).

The analysis indicates that green consumers represent an artificial segment and provides further empirical support to the definition of sustainability as a market‐oriented concept. The paper's findings suggest that mainstreaming green products is a more positive alternative than green segmentation.

This research is exploratory in nature and the authors followed established guidelines to ensure objectivity. However, the study's findings are restricted to Portuguese green consumers and a replication in other countries would help to remove any potential country bias.

Sustainable businesses are eager to learn who the green consumer is in order to define this market segment. This may not represent the best strategy, however. Targeting green products to a niche market based only on intangible environmental or ethical values may not only be hindering the progress of sustainability as a market‐oriented concept but also missing the huge opportunity of gaining competitive advantage in the inevitable future marketplace.

Most marketing studies were unsuccessful in segmenting green consumers even “on average”, resulting in elusive and contradictory outcomes. Only very few studies are aimed at exploring the green consumer's behavior using qualitative research approaches. This paper explores the product demands of green consumers, as well as their consumption processes in detail.

The purpose of this study is to investigate how green brand positioning facilitated by utilitarian environmental benefits and nature connectedness may influence green brand image, as mediated by green perceived value (GPV) and brand innovativeness and how brand type moderates these relationships.

Data were collected using an online survey method, and structural equation modeling was employed to test the research hypotheses with a sample of 826 Chinese respondents.

The results demonstrate that utilitarian environmental benefits directly enhance green brand image. Both utilitarian environmental benefits and nature connectedness indirectly influence green brand image through GPV and brand innovativeness. Subsequently, green brand innovativeness positively affects GPV. The moderating effects of brand type on the relationships in the model are also established.

Organisations should enhance green value and brand innovativeness when adopting green brand positioning tools to strengthen green brand image and implement diverse green branding strategies between brands of physical goods and services.

Although previous studies have investigated how perceived benefits affect the development of brand image, the issue has not been examined based on the human associative memory framework from a green branding perspective. No empirical study has simultaneously included both green brand innovativeness and GPV in this formation process. Additionally, the moderating role of brand type in the model has not been explored previously.

The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands and the influence of green brand image on purchase behavioural response. Additionally, the influence of a moderating variable (green perceived risk) on this formation process is examined.

Data were collected using an online survey administered to a consumer panel in China. Structural equation modelling was used to test the conceptual model.

The results demonstrate that the provision of utilitarian benefits and self-expressive benefits directly enhance the brand’s green image. Also, utilitarian benefits and green brand image have direct influences on green brand loyalty. Green perceived risk negatively moderates the relationship between utilitarian benefits and green brand image.

This study extends previous research by examining the development of green brand image and investigating the moderating role of green perceived risk in this process. Also, this study enriches research on green brand and corporate branding by investigating the relationship between green brand image and brand loyalty.

Although previous research has examined how perceived benefits influence the development of corporate brand image, the issue has not been investigated from a green branding perspective. Moreover, the moderating role of green perceived risk in the formation of green brand image has not been explored, despite the concerns relating to greenwash which have been raised in several green brand studies. Finally, green brand image was found to be a strong antecedent of brand loyalty, besides the predominant elements of green trust and green satisfaction.

Over the last few decades, there has been a substantial increase in environmentally conscious consumers' willingness to switch their preferences from mainstream products to green products. Hence, it becomes essential for academicians and marketers to understand the notion, attributes and a comprehensive profile of green consumers. Since consumer attitude towards green products is not widely studied in developing countries, the present study aims at exploring the profile of green consumers in India (Punjab State) based on the same in the Indian context.

The study used the survey method, and a sample of 400 respondents was selected from the Punjab State of India. Initially, principal component analysis was employed to reduce the dimensions. Following this, cluster analysis was applied to segment consumer market in distinctive segments. Results of cluster analysis were validated with discriminant analysis and finally, differences amongst the segments of green and non-green consumers were examined to build on the profile of green consumers.

The study segmented the consumer market based on consumer attitude towards green products. Results of the study revealed four distinct segments. “Dynamic Green”, the largest cluster, presents truly green consumers who exhibit a positive attitude towards green products. Finally, the study highlighted the attitudinal profile of green and non-green consumers and differences amongst the segments were explained.

Similar study should be conducted in other developing/developed countries. Furthermore, cross-cultural studies can be undertaken to contrast consumer attitude towards green products. The study may also be extended to probe the connection between consumers' attitude and actual behaviour towards green products.

The study examined the role of consumer attitude towards green products in identifying the distinct segment of green consumers and determining different configurations of consumer characteristics to build on the profile of green consumers.