GREEN, ETHICAL OR RESPONSIBLE? A SYSTEMATIC LITERATURE REVIEW OF ESG AND CONSUMER BEHAVIOUR

Abstract

The study uses systematic and bibliometric analysis to investigate the new opportunities and developments in consumer perceived ESG and consumer behaviour. This article highlights key countries, journals, and writers advocating eco-friendly consumption, with a focus on worldwide partnerships and top nations in green consumerism research. A keyword co-occurrence analysis identifies major themes with a significant impact on green purchase intents, such as cultural values, eco-labels, and environmental perspectives. The findings also indicate that gender and educational achievement have a significant impact on how individuals purchase green items. Marketers and regulators can benefit from knowledge on how to close the attitudebehaviours gap and promote sustainable consumption patterns. The investigation highlights the significance of educating consumers about eco-friendly products, increasing consumer awareness, and developing compelling marketing strategies that appeal to a variety of consumer groups. This research underwrites to the rising body of research on green consumerism and suggests some practical recommendations for promoting sustainable consumption in various situations. This study encourages academics and business experts to conduct further research on green consumption and incorporate sustainability into marketing strategies.