RGSA – Revista de Gestão Social e Ambiental

ISSN: 1981-982X
Data de submissão: 25/12/2023
Data de aceite: 26/02/2024
DOI: https://doi.org/10.24857/rgsa.v18n3-084
Organização: Comitê Científico Interinstitucional
Editor Chefe: Christian Luiz da Silva
Avaliação: Double Blind Review pelo SEER/OJS

THE INFLUENCE OF GREEN MARKETING ON CONSUMER PURCHASE

INTENTION: A SYSTEMATIC REVIEW

Lucas Alves de Oliveira Lima1

José Marconde Souza da Silva2
Aline de Oliveira Santos 3
Francisco Roldineli Varela Marques4
Airton Pereira da Silva Leão5
Maria da Conceição Leal Carvalho 6
Stênio Maia Estevam7
Allan Berthier Silva Ferreira8
RESUMO

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.

Keywords: Green Marketing, Consumer Behavior, Sustainability.

1
Universidade Federal Rural do Rio de Janeiro, Três Rios, Rio de Janeiro, Brazil.
E-mail: luksapp99@gmail.com Orcid: https://orcid.org/0000-0003-4591-7421
2
Universidade do Vale do Itajaí, Itajaí, Santa Catarina, Brazil. E-mail: marconde22@hotmail.com
Orcid: https://orcid.org/0000-0001-7427-7553
3
UNIMA/AFYA, Arapiraca, Alagoas, Brazil. E-mail: advalineoliveira@hotmail.com
Orcid: https://orcid.org/0009-0008-0090-5543
4
Universidade Federal Rural do Semi-Arido, Mossoró, Rio Grande do Norte, Brazil.
E-mail: roldineli.varela@gmail.com Orcid: https://orcid.org/0000-0002-3695-3159
5
Universidade Federal do Maranhão – UFMA, Jardim de Alah, Açailândia, Maranhão, Brazil.
E-mail: airtonleao@outlook.com Orcid: https://orcid.org/0000-0002-1444-5639
6
Instituto de Educação Ciência e Tecnologia do Piaui, Universidade de Fortaleza, Edson Queiroz, Fortaleza,
Ceará, Brazil. E-mail: mariacarvalhoadm@gmail.com Orcid: https://orcid.org/0000-0002-4523-6004
7
Universidade Estadual do Ceará-PPGPP/UECE, Fortaleza, Ceará, Brazil.
E-mail: steniopinheiromaia@hotmail.com
8
Universidade Federal do Pará – UFPA, Belém, Pará, Brazil. E-mail: allanberthier@gmail.com

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 The Influence of Green Marketing on Consumer Purchase Intention: a Systematic Review
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A INFLUÊNCIA DO MARKETING VERDE SOBRE A INTENÇÃO DE COMPRA DOS

CONSUMIDORES: UMA REVISÃO SISTEMÁTICA

RESUMO

Objetivo: A presente pesquisa buscou analisar a influência do marketing verde sobre a intenção de compra dos
consumidores.

Métodos: Para tanto, foi realizada uma revisão sistemática de literatura nas plataformas SciELO e Google
Acadêmico, sob a orientação das diretrizes do PRISMA (Preferred Reporting Items for Systematic Reviews and
Meta-Analyses). Durante a busca, foram utilizadas palavras-chave em associação com operadores booleanos
“AND” e “OR”, de modo a selecionar somente artigos científicos em português, de nacionalidade brasileira e
publicados entre os anos de 2022 a 2023.

Resultados: Os estudos analisados ofereceram uma compreensão sobre a influência do marketing verde na
intenção de compra dos consumidores. Verificou-se que, apesar do crescente reconhecimento das questões
ambientais, a adoção efetiva de práticas sustentáveis enfrenta desafios substanciais. No processo de decisão de
compra, a complexidade do cenário do marketing verde é evidenciada pela percepção dos consumidores de que
produtos verdes são caros e pela falta de informações claras. A resistência a pagar mais por produtos sustentáveis
cria um desafio financeiro, limitando a adoção generalizada de práticas sustentáveis. A identificada passividade
informacional destaca a necessidade de estratégias de marketing verde mais transparentes e educacionais.

Conclusão: Conclui-se que os estudos sublinham a influência do marketing verde na intenção de compra,
enfatizando a necessidade contínua de investimentos e pesquisas para otimizar sua eficácia.

Palavras-chave: Marketing Verde, Comportamento do Consumidor, Sustentabilidade.

RGSA adota a Licença de Atribuição CC BY do Creative Commons (https://creativecommons.org/licenses/by/4.0/).

1 INTRODUCTION

In recent decades, environmental degradation has emerged as one of humanity's

challenges. In this scenario, deforestation for the expansion of urban and agricultural areas,
together with the uncontrolled emission of atmospheric pollutants from the burning of fossil
fuels, has contributed to the deterioration of air quality. Furthermore, water pollution has been
compromising the health of water bodies, threatening the survival of countless aquatic species
and harming the availability of drinking water for communities around the world (MARIANO;
FERRAREZI JUNIOR, 2022).
In the context of environmental degradation, green marketing emerges as a strategic
response by companies to face consumers' growing environmental concerns. Organizations, by
adopting sustainable practices, seek to mitigate the negative impacts of their operations on the
environment. Effective communication of these initiatives through green marketing is essential
to raise consumer awareness and positively influence their purchasing behaviors (SIMÃO;
NETO, 2022).

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 The Influence of Green Marketing on Consumer Purchase Intention: a Systematic Review
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Green marketing, also known as sustainable marketing, has emerged as an effective

strategy for influencing consumers' purchasing intentions. In a global scenario where concern
about environmental and social issues is on the rise, companies that adopt sustainable practices
gain the attention and trust of consumers (D'ARC et al., 2023).
Thus, Araújo and Marjotta-Maistro (2017) reiterate that consumer behavior is
increasingly influenced by sustainable values, reflecting a change in the perception of
consumption. Environmentally conscious consumers seek products and services that are aligned
with their ethical and ecological concerns. Furthermore, they tend to favor brands that
demonstrate a genuine commitment to social and environmental responsibility.
In light of the above, this research sought to analyze the influence of green marketing
on consumers' purchasing intentions, through a systematic literature review. It is expected that
the results of this research will contribute to the advancement of knowledge at the intersection
between marketing, sustainability and consumer behavior, promoting awareness of the
importance of business practices aligned with environmental values.

2 METHODOLOGY

The methodology adopted in this research was a systematic review, conducted in

accordance with the guidelines established by PRISMA ( Preferred Reporting Items for
Systematic Reviews and Meta- Analyses ) . The choice to follow PRISMA aimed to ensure
transparency, consistency and methodological rigor in the execution and presentation of the
systematic review.
The articles were collected on the SciELO and Google Scholar platforms. Inclusion
criteria were established to guarantee the relevance of the selected studies, considering only
articles written in Portuguese, by Brazilian author, and associated with the topic in question.
Furthermore, the search was restricted to articles published in the period between 2022 and
2023.
During the search survey, specific keywords linked to the central theme of this research
were used, such as “green marketing”, “ ecomarketing ”, “ green marketing”, “environmental
marketing”, “consumer”, “behavior” and “intention to purchase". The keywords were used in
association with Boolean operators “AND” and “OR”, in order to expand the scope of the search
and ensure the inclusion of articles relevant to the scope of the review.
The combination of these keywords was carried out using the Boolean operators "AND"
and "OR", allowing a more refined search strategy. The use of these operators contributed to

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the inclusion of articles that simultaneously address different facets of green marketing and
consumer behavior, providing a comprehensive and multifaceted view of the topic. This
strategic approach to keyword selection strengthens the robustness of the research, ensuring
that several aspects relevant to the proposed analysis are considered.
To maintain the focus on scientific literature, works such as theses, dissertations,
monographs and other documents that did not meet the specific criteria established for the
research were excluded. This careful selection sought to ensure the quality and relevance of the
studies included in the review.
The data analysis process was carried out in two distinct stages: initial screening and
complete screening. In the initial screening, the titles and abstracts of the articles were evaluated
to determine their suitability for the inclusion criteria.
Then, in the complete screening, the selected articles were analyzed in more depth,
considering the full content of the texts. This detailed methodological approach aimed to ensure
a systematic review, based on selection and analysis criteria, providing a basis for the
conclusions and discussions presented in the study.
Figure 1 highlights the processes carried out in the systematic review.

Figure 1
Systematic review processes

Source : Research data (2023).

3 RESULTS AND DATA ANALYSIS

As a result of the systematic review, a sample consisting of 6 scientific articles was

obtained, as shown in the table.

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Table 1
Articles selected in the systematic review

Authors goal Methodology Conclusions

Jesus, Analyze the Descriptive The study addresses the impact of Green Marketing on consumer purchasing
Tolentin influence of quantitative intentions, considering the increase in environmentally friendly laws. Companies
o and Green marketing research globally have modified marketing strategies, introducing Green Marketing to meet
Gonçalv on consumer environmental demands. However, the complexity of Green Marketing persists, with
es Filho Purchase consumers perceiving green products as expensive, with limited information and
(2022) Intention insignificant brands. The survey, with 383 participants in Minas Gerais, reveals a
restricted perception of green products due to the high price and lack of information.
Despite low awareness, advertisements begin to influence purchase intentions.
However, many consumers do not receive clear information about green products,
compromising their purchase intention. It is concluded that Green Marketing
significantly influences purchase intentions, highlighting the need for investment and
future studies in this area.

Cataletta Investigate Quantitative It was found that Green Marketing emerges as a way for companies to demonstrate
and consumers’ research environmental responsibility, being accentuated by the increase in online shopping
Amorim perception of due to the pandemic. The use of Digital Marketing strategies becomes essential for
(2022) companies that business survival and success given the preference for online shopping. Consumers'
prioritize the use growing awareness and demands highlight the need for companies to adapt to this
of green profile, indicating the importance of additional studies to guide Green Marketing and
marketing Digital Marketing strategies in the post-pandemic scenario.

Moreira Analyze Quantitative, The study analyzes the influence of green marketing on the consumption decisions
et al. consumer descriptive of young people and adults, investigating whether they recognize the importance of
(2023) behavior in the research this practice and whether they seek to adjust their habits to reduce the environmental
purchasing impact of excessive consumption. Although the global importance of environmental
process of preservation has led to the growth of green marketing, there is a gap between
products that consumers' theoretical understanding and their practical actions. Many recognize the
employ green relevance of green marketing, but do not always understand how their individual
marketing actions can contribute to preserving the environment. The study highlights the need
strategies to raise awareness among young people, who have the potential to positively impact
their social life and professional environment, adopting conscious consumption
habits and influencing others to adhere to sustainable practices.

Chiesa , Measure the Exploratory- The results of this work reveal that, although consumers in Gabria still consider
Marsico perception and descriptive traditional attributes such as price, quality and brand, there is a growing relevance of
e Souza attitude of research with green seals when purchasing. The research highlighted the receptivity of these
(2023) consumers in an approach consumers to companies with environmentally friendly products, recognizing the
Gabria towards current importance of these practices. Many consumers showed themselves to be
environmental "potential" to be considered green consumers, expressing concern about negative
issues consequences for the environment and being motivated by labels that highlight
companies' environmental responsibility. Although environmentally friendly
products cost more, consumers would be willing to pay more for these products, as
long as they are of higher quality than conventional ones. The research highlights the
growing importance of green products for consumers in São Gabriel/RS, indicating
an audience potentially interested in this growing segment. The case study identified
some limitations, such as the sample size and the lack of more consistent information
about green products from those interviewed.

Souza, Identify the Descriptive Socio-environmental consumer behavior reveals that, although there is awareness
Baptista influence of research with about environmental problems, the search for products is predominantly influenced
and socio- a qualitative by need and price, the latter being a decisive factor. It is observed that consumers
Novais environmental approach prioritize price over the ecological characteristics of the product, indicating that
(2022) products on identification with the desired item is crucial to awaken the desire to purchase.
consumer Although many recognize the environmental impacts of excessive consumption and

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 The Influence of Green Marketing on Consumer Purchase Intention: a Systematic Review
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purchasing avoid companies that are not environmentally responsible, a considerable proportion
decisions still purchase products based solely on personal preference, without considering the
environmental impact. The importance of companies exploring marketing strategies
aimed at green and economical products is highlighted, emphasizing their ecological
and social values. The study highlights the need for environmental awareness and
education in schools to promote not only information, but also the training of
individuals with critical thinking and sustainable attitudes.

Silva and Identify the Descriptive The research aimed to analyze the impacts of green marketing on consumers'
Filho purchasing and purchasing intentions, focusing on the behavior of undergraduate students at the
(2022) behavior of exploratory Federal University of Paraná. The results indicated that the behavior of these students
students from the research, of a reflects characteristics of responsible consumers, showing environmental awareness,
Postgraduate mixed nature, willingness to modify habits in favor of sustainability and preference for green
Program in qualitative products and services. However, despite the positive association between conscious
Information and consumption and Information Management (IM), the sample cannot be fully
Management at quantitative, categorized as green consumers due to dissonant attitudes, such as resistance to
the Federal cross- paying more for sustainable products. Furthermore, the research highlighted the
University of sectional, informational passivity of students, who do not consistently trust information from
Paraná in relation companies, but also do not actively research socio-environmental performance.
to the
consumption of
sustainable
products and
services
Source: Research data (2023).

The study conducted by Jesus, Tolentino and Gonçalves Filho (2022) provides an in-
depth analysis of the influence of Green Marketing on consumer purchasing intentions,
especially given the increase in favorable environmental laws. The text initially highlights the
global adaptation of marketing strategies by companies, incorporating Green Marketing as a
response to environmental demands. However, the research identifies significant challenges in
the Green Marketing scenario, where consumers perceive green products as expensive, face
limited information and deal with brands that are not very expressive.
The study, based on 383 participants in Minas Gerais, reveals that consumers have a
restricted perception of green products, mainly due to the high price and lack of sufficient
information. The analysis points to a panorama in which, despite limited knowledge about green
products, advertisements are beginning to exert a notable influence on purchase intentions.
However, the lack of clear information about these products emerges as a substantial obstacle,
significantly compromising consumers' decision-making.
The conclusion emphasizes that Green Marketing has a significant influence on
purchase intentions, highlighting the pressing need for investment and future studies in this
specific area. The results highlight the intrinsic relevance of sustainable marketing strategies in
consumer decision-making, indicating a substantial opportunity for companies to improve their
environmental practices and communication. The emphasis on the need for investment and

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future research reflects the ongoing complexity of Green Marketing, encouraging a continuous
and in-depth approach to understanding and optimizing its effectiveness as an instrument
influencing consumers' purchasing decisions.
Cataletta and Amorim (2022) identify Green Marketing as a crucial tool for companies
to express environmental responsibility, gaining prominence especially due to the increase in
online shopping during the pandemic. The research highlights the growing need for companies
to incorporate Digital Marketing strategies as an integral part of their operations to not only
adapt, but also thrive in the face of the consolidated preference for online shopping.
The analysis points out that, in a context where online shopping has become a norm due
to the restrictions imposed by the pandemic, Green Marketing gains relevance as an effective
means for companies to highlight their sustainable practices. The text suggests that the use of
Digital Marketing strategies is essential not only to meet consumer demands in the online
environment, but also to reinforce the company's image of environmental responsibility, which
becomes increasingly relevant in the current scenario.
The research also highlights that awareness and growing demands on the part of
consumers outline the imperative need for companies to adapt to this conscious and demanding
consumer profile. The conclusion reinforces the importance of additional studies to guide Green
Marketing and Digital Marketing strategies in the post-pandemic scenario, suggesting that
alignment with consumer expectations and effectiveness in sustainable marketing practices can
be crucial differentiators for business success in a increasingly digital and environmentally
conscious world.
Authors such as Moreira et al. (2023) investigated the influence of green marketing on
the consumption decisions of young people and adults, exploring whether they recognize the
importance of this approach and whether they are committed to adjusting their habits to mitigate
the environmental impact of excessive consumption. Despite the growing global prominence
of environmental preservation, reflected in the rise of green marketing, the study identified a
gap between consumers' theoretical understanding of the relevance of sustainable practices and
their effective actions.
The survey results indicate that many consumers recognize the importance of green
marketing, but do not always fully understand how their individual actions can contribute to
preserving the environment. This finding highlights the need for deeper awareness, especially
among young people, who have significant potential to positively impact not only their social
life, but also their professional environment. The study emphasizes the importance of guiding

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young people in adopting conscious consumption habits, emphasizing their fundamental role in
positively influencing others and promoting sustainable practices.
The conclusion of the study highlights the urgency of promoting awareness among
consumers, particularly among young people, aiming to reduce the gap between theoretical
recognition and effective practice of sustainable behaviors. In this sense, green marketing
strategies and educational programs are highlighted as crucial elements to enable consumers to
understand and implement actions that effectively contribute to environmental preservation.
Chiesa , Marsico and Souza (2023) present revealing results that demonstrate a
noticeable change in the behavior of consumers in Gabria . Although they still consider
traditional attributes such as price, quality and brand at the time of purchase, the study
highlights the growing relevance of green seals in this decision-making process. The research
showed the receptivity of these consumers towards companies that offer environmentally
friendly products, signaling a growing awareness of the importance of these practices.
The study highlights the existence of “potential” consumers to become green
consumers, as many have shown concern about the negative consequences for the environment.
These consumers were particularly motivated by labels that highlight companies' environmental
responsibility, indicating a trend towards more sustainable consumption. Even given the
potentially higher cost of environmentally friendly products, the consumers interviewed
expressed a willingness to pay more for these products, as long as they were of higher quality
than conventional ones.
However, the case study highlights some limitations, including the sample size and the
lack of more consistent information about green products from those interviewed. Despite these
limitations, the results highlight the growing importance of green products for consumers in
São Gabriel/RS, indicating an audience potentially interested in this growing segment. This
transition in consumer purchasing behavior, towards greater consideration for sustainable
practices, highlights the continued need for studies and strategies aimed at this emerging
market.
The research conducted by Souza, Baptista and Novais (2022) reveals fundamental
aspects of socio-environmental consumer behavior. Despite awareness of environmental
problems, research shows that the search for products is predominantly guided by need and,
mainly, by price, the latter being a decisive factor in purchasing decisions. Observation
indicates that, in many cases, consumers prioritize price over the ecological characteristics of
products, suggesting that identification with the desired item is crucial to arouse purchasing
interest.

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Although some consumers recognize the environmental impacts of excessive

consumption and avoid products from companies that are not environmentally responsible, a
considerable portion still makes their purchases based solely on personal preference, without
taking the environmental impact into account. The study highlights the importance of
companies developing marketing strategies aimed at green and economical products,
highlighting their ecological and social values as a means of influencing consumers' purchasing
decisions.
Furthermore, the research highlights the urgency of environmental awareness and
education in schools, aiming not only to provide information on environmental issues, but also
to cultivate the formation of individuals with critical thinking and sustainable attitudes. This
educational approach can contribute to shaping a new paradigm in consumer behavior,
promoting a more conscious and responsible choice in relation to the environmental impacts of
their consumption habits.
Silva and Filho (2022) developed a research with the objective of analyzing the impacts
of green marketing on consumers' purchasing intentions, focusing on the behavior of
undergraduate students at the Federal University of Paraná. The results obtained reveal that the
behavior of these students reflects characteristics of responsible consumers, indicating an
evident environmental awareness, a willingness to modify habits in favor of sustainability and
a declared preference for green products and services.
However, the research points to an ambiguity in the students' behavior, since, despite
the positive association between conscious consumption and Information Management (IM),
the sample cannot be fully categorized as green consumers. This is due to dissonant attitudes,
such as resistance to paying more for sustainable products. This financial resistance may
indicate a challenge for the expansion of sustainable consumption, even among conscious
consumers.
Furthermore, the research highlights the informational passivity of students. Although
they are environmentally conscious, they do not consistently trust the information provided by
companies. On the other hand, the research indicates that these students are also not actively
involved in research on the socio-environmental performance of brands. This informational
passivity may indicate a gap in consumer confidence in green marketing information, as well
as a lack of motivation to actively seek this information on the part of students. These findings
highlight the importance of more transparent and trustworthy green marketing strategies, as
well as educational initiatives to encourage informed research into sustainable practices.

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4 CONCLUSIONS

In summary, the studies covered provide an understanding of the influence of green

marketing on consumers' purchasing intentions. The analysis carried out by these surveys
reveals that, although there is a growing awareness of environmental issues, the effective
implementation of sustainable practices in consumption habits still faces considerable
challenges.
The results highlight the complexity of the green marketing scenario, where consumers,
even recognizing the environmental importance, often perceive green products as expensive
and face a lack of clear information. The resistance to paying more for sustainable products,
highlighted in some research, points to a financial challenge that may limit the widespread
adoption of sustainable practices, even among conscious consumers.
Furthermore, the informational passivity identified in some studies highlights the need
for more transparent and trustworthy green marketing strategies, as well as the importance of
educational initiatives to promote informed research into sustainable practices. The complexity
of socio-environmental consumer behavior highlights the importance of flexible strategies and
innovative approaches in green marketing.
In conclusion, the studies emphasize the significant influence of green marketing on
purchase intention, highlighting the continued need for investment and research to understand
and optimize its effectiveness. Consumer engagement in sustainable practices requires a holistic
approach, which considers not only the price and quality of products, but also trust in the
information provided by companies and environmental awareness. The strategic adaptation of
companies to meet these critical aspects is essential to stand out in a market that is increasingly
digital, conscious and oriented towards sustainable practices.

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