Identification and Extraction of Factors affecting Consumers’ Green Purchase Behavior Using a Meta-Synthesis Method

In 1960s and early 1970s, environmental issues attracted more attention than ever and consumers considered the environmental issues in their buying decisions. Environmental concerns contributed to the rise of eco-friendly products worldwide. This research aimed at identifying and extracting the factors influencing consumers’ green purchase behavior. It thus entails a systematic literature review on green purchase behavior to highlight its significance by presenting a synthetic model from literature results. The method was a qualitative meta-analysis called meta-synthesis. The statistical population included all papers related to the present subject. Out of the 407 initial results, 61 were examined, and totally 2 dimensions (namely internal and external), 6 main components (namely psychological, personal, value-belief, marketing mix, sociocultural, and product-related factors), and 59 sub-components were identified, extracted, and classified as factors affecting the consumers’ green purchase behavior, from national and international studies conducted from 2000 to 2017. Accordingly, the final integrated model was validated by kappa coefficient. This research can serve as a basis for planning by public managers and green product producers. Researchers can also employ and verify the model in their future research.