The study presents an overview of green marketing and the gap between attitude and actual purchase behaviour of consumers towards green products. A total of 232 studies have been analysed using a systematic review to develop a green purchase decision-making model. A thematic analysis helped in the identification of three major themes namely; personal factors affecting green purchase; green purchase; and green marketing mix. The concern for eco-environment, eco-labelling, past experiences and perceived usefulness have been identified as major influencers of green consumer behaviour. Lack of environmental knowledge, price, perceived associated risks, organizational image, trust, and willingness to pay has been identified as barriers, creating a gap between attitude and actual purchase behaviour of consumers towards green products. On the basis of analysis, a green purchase decision model has been proposed and also potential areas of future research have been suggested.

中文翻译：

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消费者购买行为与绿色营销：综合、回顾与议程

该研究概述了绿色营销以及消费者对绿色产品的态度与实际购买行为之间的差距。使用系统评价对总共 232 项研究进行了分析，以开发绿色购买决策模型。专题分析有助于确定三个主要主题：影响绿色采购的个人因素；绿色采购；和绿色营销组合。对生态环境、生态标签、过去的经验和感知有用性的关注已被确定为绿色消费者行为的主要影响因素。缺乏环境知识、价格、感知相关风险、组织形象、信任和支付意愿已被确定为障碍，造成消费者对绿色产品的态度与实际购买行为之间存在差距。