**6. Conclusions**

This review extends the existing literature on green marketing and its impact on purchasing behavior by providing an exhaustive overview of studies that developed the clarification of paths between strategic, tactical, and operational marketing, and customer behavior measures at different stages of the customer decision process, and it may support scholars in finding promising angles for future research.

Aiming to provide a comprehensive and systematic overview of green marketing and its impact on customers' purchasing behavior to develop a research agenda that helps to identify promising areas for future research, we suggested a framework of green marketing based on the strategical, tactical, and operational levels, and then categorized customer behavior measures depending on green marketing levels. Subsequently, papers that were found in databases were assigned to the identified categories. The analysis of 166 articles has shown that green marketing in terms of purchasing behavior has attracted vast attention during the last decades, with publication numbers increasing enormously after 2010 (over 96% of the sampled articles were published after 2010). Our review has indicated that the energy sector was frequently chosen for the research in green marketing's impact on purchasing behavior. Most sampled papers featured a theoretical approach based on the theory of planned behavior or its progenitor theory of reasoned action.

Our review shows that green marketing at the tactical level was often addressed as impacting customer behavior measures at the purchase and post-purchase stages. The most frequently affected customer behavior measures are green purchase intention and purchase behavior.

Even though the paper at hand has used a scientifically rigorous research methodology, our study has some limitations. First, the literature review sample was limited to articles published only in peer-reviewed academic journals. Including book chapters or conference proceedings may have resulted in additional important studies and insights. Similarly, the chosen keywords may have led to the exclusion of possibly relevant studies.

**Author Contributions:** Conceptualization, I.S. and N.V.-V.; methodology, I.S. and N.V.-V.; software, N.V.-V.; validation, N.V.-V.; formal analysis, N.V.-V.; investigation, N.V.-V.; resources, I.S. and N.V.-V.; data curation, N.V.-V.; writing—original draft preparation, N.V.-V.; writing—review and editing, I.S. and N.V.-V.; visualization, N.V.-V.; supervision, I.S.; project administration, I.S.; funding acquisition, I.S. All authors have read and agreed to the published version of the manuscript.

**Funding:** This research was funded by the European Social Fund (project No 09.3.3-LMT-K-712-19- 0077) under a grant agreement with the Research Council of Lithuania (LMTLT).

**Data Availability Statement:** The data supporting results is securely kept in the PC of one of the researchers (N.V.-V.).

**Conflicts of Interest:** The authors declare no conflict of interest.
