Research Trends of Green Purchasing Behaviour: A Decades Systematic Review

Natural resources are the World's assets that are useful for ensuring the future of mankind so that the topic of environmental protection has become a global concern. Using environmentally friendly products will certainly minimize the negative impact on the environment. There has been a rapid growth in green marketing research and its impact on customer behavior in recent years which is interesting to study. This article aims to find out: (1) How literature in the field of green purchasing behaviour has grown? (2) What is the next area of GLB research is lacking? (3) Where is the country that has done the most research on GPB? The review was performed using Scopus for the period 2013 to 2023 and uses VOSviewer as auxiliary software and uses Publish or Perish to help group data. The final sample comprised is 86 articles were found and sorting. The result shows that 2022 was the peak of publication. These values led to the identification of 43 items and 4 clusters. This study has added to existing knowledge and understanding of important and recent factors in the adoption of green purchase behavior.