Author(s): Chhavi Luthra and Pankaj Deshwal
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.