A systematic literature review on the enablers of green marketing adoption: Consumer perspective

As the issue of environmental concern and sustainability is becoming crucial for organizations, it is becoming essential to understand the consumers green marketing adoption or green consumption process and its various enablers. Hence, the purpose of this study is to do a systematic literature review to identify the critical factors which drive green consumption. For this study, using the PRISMA technique, we identified 103 publications for analysis. While the literature review was done using a qualitative thematic analysis, which yielded three key themes; behavioral outcomes, antecedents and mediators, and moderators. In the end, we have also proposed a framework developed based on consolidated findings and the S-O-R framework. This framework may be used for a better understanding of the process of green consumption adoption behavior. In the study, we have also found the gaps and have provided future research avenues in the field. The present analysis also put forward certain implications for practitioners and academicians.