The worldwide increased consumption of goods and services squeezes natural resources, thus causing severe damage to the environment. In the backdrop of the growing affirmative reaction of people, the inclination to buy green products is on the rise. Therefore, we explore the extant literature to identify the factors established for their role in determining the purchase of products having a less damaging impact on the environment. A systematic literature review was conducted following the Theory-Context-Characteristics-Methodology framework covering 151 empirical studies on green purchase intention and green purchase behavior, published between years 2000 and 2021. This paper identifies factors influencing consumers' green purchase intention and green purchase behavior and provides strategic insights to marketers to create better marketing opportunities for green products.

中文翻译：

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影响绿色购买行为的因素：系统的文献综述

全球商品和服务消费的增加挤压了自然资源，从而对环境造成严重破坏。在人们的肯定反应不断增强的背景下，购买绿色产品的意愿正在上升。因此，我们探索现有文献，以确定其在决定购买对环境具有较小破坏性影响的产品方面的作用的因素。按照理论-背景-特征-方法论框架对 2000 年至 2021 年间发表的 151 项关于绿色购买意愿和绿色购买行为的实证研究进行了系统的文献综述。本文确定了影响消费者购买意愿和绿色购买行为的因素。