Factors Affecting Green Purchase Behaviour and Future Research Directions

This study reviewed 53 empirical articles on green purchase behavior from 2000 to 2014. This is one of the first study that reviewed articles related to attitude - behaviour inconsistencies in the context of green purchasing. This review identified various prevalent motives, facilitators and barriers affecting purchase decision-making towards green products and provides possible explanations for inconsistencies reported in green purchase behavior. All These factors are divided into those unique to the individual decision maker and those considered situational in nature. Consumer's environmental concern and products functional attributes emerged as the two major determinants of consumer green purchase behavior. The paper informs about the main predictors of consumer's green purchase behavior. In this way, it will help policy makers and managers in formulating and implementing strategies to encourage green purchasing.