BEYOND GREEN CLAIMS: A SYSTEMATIC LITERATURE REVIEW OF GREEN MARKETING STRATEGIES AND CONSUMER PURCHASE BEHAVIOUR IN THE FMCG SECTOR

Diksha Lalwani; Harish Sudhir Kulkarni

doi:10.29121/ShodhPrabandhan.v3.i1.2026.92

Authors

Diksha Lalwani Research Scholar, Barkatullah University, Bhopal, Madhya Pradesh, India Author
Dr. Harish Sudhir Kulkarni Professor and Head - MBA Program, IPER, Bhopal, Madhya Pradesh, India Author

DOI:

https://doi.org/10.29121/ShodhPrabandhan.v3.i1.2026.92

Keywords:

Green Marketing, Consumer Purchase Behaviour, Sustainable Packaging, Green Trust, Greenwashing, Fmcg Sector, Systematic Literature Review

Abstract

The global push towards environmental sustainability has led FMCG companies to leverage green marketing strategies in an attempt to promote environmentally friendly products and influence consumers' purchase behavior. However, rising concerns surrounding green claims’ credibility and an increase in greenwashing practices have presented obstacles for organizations looking to win consumer trust. Therefore, this study aims to conduct a systematic literature review of existing research on green marketing strategies and consumer purchase behavior within the FMCG industry. By utilizing the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) method for study selection, this review gathered literature from Scopus and Google Scholar databases ranging from 2015 to 2025. In total, 50 studies were chosen based on pre-determined inclusion and exclusion criteria and underwent thematic analysis. Six themes were generated: green marketing strategies, sustainable packaging, eco-labels and certifications, green trust and brand credibility, greenwashing and consumer skepticism, and consumer purchase behavior. Results show that sustainable packaging, eco-labels, and environmental certifications help facilitate consumer purchase intentions by legitimizing green marketing claims. Green trust was identified as a mediating factor between green marketing and consumer behavior, while greenwashing and consumer skepticism act as barriers to sustainability-based marketing. Lastly, the theme of consumer purchase behavior showed that there is still an attitude–behavior gap between consumers and their actual consumption due to factors such as price, convenience, and value. This review allows researchers to further their understanding of green marketing by providing integration on the factors that affect consumer purchase behavior. Additionally, it can help other researchers and practitioners identify ways to properly execute credible sustainability-based marketing strategies.

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