Determinants Of Green Purchase Behavior And Eco-Literacy In The Sustainable Economy: A Systematic Review
DOI:
https://doi.org/10.65254/ijese.v3i5.94Keywords:
Green Purchase Behavior, Eco-Literacy, Environmental Knowledge, Sustainable Consumption, Green Consumer, Sustainable EconomyAbstract
Purpose: This study aims to systematically review the determinants of green purchase behavior and examine the role of eco-literacy in supporting sustainable consumption and the development of a sustainable economy.
Design/methodology/approach: This study employs a Systematic Literature Review (SLR) approach by synthesizing previous studies concerning green purchase behavior, environmental literacy, green purchase intention, environmental knowledge, environmental concern, green perceived value, green trust, subjective norms, perceived behavioral control, and sustainable consumption. The review focuses on theoretical and empirical studies that explain the psychological, social, environmental, and economic factors influencing consumers' decisions to purchase environmentally friendly products.
Findings: The literature indicates that green purchase behavior is influenced by multiple interconnected factors rather than a single determinant. Environmental knowledge and eco-literacy contribute to consumers' ability to recognize environmental problems and evaluate sustainable products. Attitude, environmental concern, subjective norms, perceived behavioral control, perceived consumer effectiveness, green perceived value, and green trust are also important determinants. However, the literature reveals an attitude-behavior gap in which consumers may express positive environmental attitudes but do not always translate them into actual green purchasing behavior. Recent systematic reviews consistently identify the Theory of Planned Behavior (TPB) as one of the dominant theoretical approaches in explaining green purchase intention and behavior.
Research limitations/implications: Existing studies differ in research contexts, product categories, measurement instruments, and cultural settings. Therefore, the findings should be interpreted carefully when applied across countries and consumer groups. Future research should integrate eco-literacy with psychological, social, and contextual variables to better explain actual green purchase behavior.
Originality/value: This study contributes to the sustainable consumption literature by positioning eco-literacy as an important cognitive foundation that interacts with consumer attitudes, values, social influence, perceived control, and trust. The review provides an integrated perspective on how consumer knowledge and environmental awareness can support the transition toward a sustainable economy.
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