Determinants of Green Purchase Behaviour-A Literature Review on Specific Product Categories

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Green Purchase Behaviour (GPB) has gained momentum after consumers realize that their purchasing behaviour affects the environment and their health directly and indirectly. Several researchers employing it in different study domains to empirically test consumer buying behaviour and the factors influencing it. The majority of studies analyzing it has no clear classification of green products. The focus mainly paid to the general green products and not to specific product categories like organic food, green apparel, energy-efficient household appliances, green electric vehicles, green cosmetics or organic personal care, green furniture, etc. Since in contrast to general green products, factors influencing the purchase of separate product categories differ. Therefore, the paper aims to perform a complete holistic review of the fragmented and divergent studies on specific product categories. The review presents the different factors that marketers and future researchers should consider while planning the marketing strategies for each product category. The author distinguishes different drivers and barriers influencing consumers decision-making to buy. The integration of topics contributes to the development of this research field by providing a multifaceted view for the follow-up researchers. 

The limitations of the previous research motivate the author to fill the attitude-behaviour gap and reveal the reasons for this inconsistency.Moreover,the determinants of green purchase behavior that were less explored in past are being identified for each category of green products .Hence, on the basis of the review of literature, the current paper made the following contributions. First,it presents a comprehensive holistic review of the fragmented and divergent studies on specific product categories. Second, it examines the factors influencing the consumer's green purchase behavior according to product specifications. The paper is divided into 4 parts-: Section 1 consists of an Introduction. Section 2 defines the methodology used in this research. The analysis and findings are presented in Section 3 and the last section involves discussion, limitations, and future research. 

This review begins by defining the selection process that includes the keywords search,
Inclusion-exclusion criterion and the filtration of articles on the basis of their relevance to the study. In this way, the chances of selection of high-quality and relevant articles increases.

The first step involves searching for relevant keywords.The advanced keyword string used for that includes "TITLE-ABS-KEY ( ""green products"" OR ""organic personal care"" OR ""green cosmetic"" OR ""organic clothing"" OR ""green apparel"" OR ""energy efficient appliances"" OR ""green appliances"" OR ""organic food"" OR ""electric vehicle"" OR ""environment-friendly vehicle"" ) AND TITLE-ABS-KEY ( ""purchase behaviour"" OR ""consumption behaviour"" OR ""purchase intention"" OR ""adoption behaviour"") .The author has tried to include all ideal keywords to minimize the risk of error and to achieve the research objective. 

The current study provided a comprehensive literature review by showing up various green purchase behaviour determinants and suggested the policies to promote GPB. This review is an attempt to accumulate the fragmented studies of the different product categories of green products. The vast review done between 2011 and 2021 explained the vital drivers and barriers of specific product category purchase behaviour. The author has tried to include all possible product categories in this review. Moreover, it provides a complete knowledge of the publishing timeline, highly cited papers, their characteristics and product category distribution. A study to be called relevant and reliable depends upon the research methodology it uses. This review selected the papers published in reputed journals available on the Scopus database. It details significant factors impacting green purchase intention and behaviour, especially for each product category. Once these factors are investigated thoroughly, marketers and policymakers can take steps to entice new consumers and motivate the existing consumers to actually buy green products.