Rethinking consumer behaviour in a green digital marketing landscape

This paper presents a comprehensive analysis of green consumer behaviour in digital environments, highlighting the increasing influence of digital marketing on sustainable consumption choices. The research uses a theory-context-characteristic-methodology (TCCM) framework, analysing 67 empirical studies published between 2002 and 2025 through various lenses (i.e., theories used, contexts studied, characteristics examined, and methodologies adopted). Employing an in-depth methodology, this study systematically reviews the academic literature to understand the current state of knowledge and identify significant gaps and future research directions. The paper reveals that green consumer behaviour research focuses primarily on specific industries and regions, which suggests a need for more diverse and cross-cultural studies. Theoretical gaps are identified, including a lack of interdisciplinary approaches and a reliance on empirical observations without robust theoretical underpinnings.