Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics

This research unveils the intricate interplay of psychological and social factors shaping consumers’ green purchasing behaviour. Through systematic review and thematic analysis, it identifies catalysts driving eco-conscious choices, exploring psychological and social influences and delving into emerging themes. Adhering to the PRISMA framework, 56 relevant studies form the investigation’s foundation. The analysis reveals influential psychological factors—attitudes, beliefs, motivations, emotions, knowledge, and ethics. Simultaneously, the impact of social factors—norms, corporate responsibility, media, education, culture—is highlighted. Synthesizing these findings bridges individual choices and societal influences, informing tailored green marketing strategies for businesses, fostering loyalty, and societal contributions. This study hints at future exploration into intricate factor interplay, cross-cultural variations, and technology’s role in behaviour. Ultimately, it provides a comprehensive foundation to steer lasting shifts towards a greener future in business, policy, and research.