The Influence of Green Marketing on Consumer Purchase Intention: a Systematic Review

Abstract

Objective: This study sought to analyze the influence of green marketing on consumer purchase intentions.   Methods: To this end, a systematic literature review was carried out on the SciELO and Google Scholar platforms, under the guidance of the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines. During the search, keywords were used in association with Boolean operators "AND" and "OR", in order to select only scientific articles in Portuguese, of Brazilian nationality and published between the years 2022 and 2023.   Results: The studies analyzed offered an understanding of the influence of green marketing on consumer purchase intentions. It was found that, despite the growing recognition of environmental issues, the effective adoption of sustainable practices faces substantial challenges. In the purchasing decision process, the complexity of the green marketing landscape is evidenced by consumers' perception that green products are expensive and the lack of clear information. Resistance to paying more for sustainable products creates a financial challenge, limiting the widespread adoption of sustainable practices. The identified informational passivity highlights the need for more transparent and educational green marketing strategies.   Conclusion: It can be concluded that the studies highlight the influence of green marketing on purchase intention, emphasizing the continued need for investment and research to optimize its effectiveness.