How and when green marketing works: a systematic review of consumer responses, moderators, and boundary conditions

Abstract This systematic review synthesizes empirical evidence on green marketing effectiveness, examining how consumers respond cognitively, affectively, and behaviorally to sustainability-focused marketing initiatives and identifying the moderators and boundary conditions that determine when these strategies succeed or fail. Drawing on 78 peer-reviewed studies spanning multiple countries, product categories, and methodological approaches, we find that green marketing influences consumer responses through three distinct pathways: cognitive processing of environmental claims, affective reactions including trust and emotional value, and behavioral outcomes manifested in purchase intentions and actual choices. However, effectiveness is contingent upon individual-level factors (environmental concern, self-construal, perceived consumer effectiveness) and situational factors (price-quality trade-offs, greenwashing skepticism, label clarity, competitive intensity). Cultural context, market development stage, and product-category characteristics further define boundary conditions. The review reveals a persistent attitude-behavior gap, with positive environmental attitudes frequently failing to translate into green purchases due to price sensitivity, skepticism, and access barriers. We propose an integrative framework introducing the novel construct of affective bridge strength, organizing these findings and identify critical research gaps requiring cross-cultural experimental designs, longitudinal tracking of behavior change, and deeper investigation of affective mediation mechanisms. These insights offer actionable guidance for marketers seeking to design credible, context-sensitive green marketing strategies and for policymakers aiming to close the sustainability gap.