*Review* **Green Marketing and Customers' Purchasing Behavior: A Systematic Literature Review for Future Research Agenda**

**Ilona Skackauskiene \* and Neringa Vilkaite-Vaitone**

Department of Management, Faculty of Business Management, Vilnius Gediminas Technical University (VILNIUS TECH), Sauletekio av. 11, LT-10223 Vilnius, Lithuania

**\*** Correspondence: ilona.skackauskiene@vilniustech.lt

**Abstract:** With the rising concern for environmental issues, there is an ever-increasing demand for sustainable actions to minimize the damage to ecosystems. Seeking to meet such a demand, energy companies worldwide embrace green marketing solutions. This article aims 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 conducted a systematic literature review to fill in the lack of conceptual clarity on the relationship between green marketing solutions and customers' purchasing behavior. After compiling a candidate pool of 2604 papers and applying a set of inclusion and exclusion criteria, the final sample comprised 166 articles published between 1995 and 2022. The results demonstrate that scholars frequently chose the energy sector to research green marketing's impact on purchasing behavior. The review indicates that the theory of planned behavior with its progenitor theory of reasoned action seems to be highly featured. The literature emphasizes green marketing at the tactical level as impacting customer behavior measures at the purchase and post-purchase stages. Our study helps marketers to identify the best practices in the area to influence customers' behavior effectively.

**Keywords:** responsible consumption; sustainability; green purchase; purchase intention; strategy; tactics; operations; clean technology
