Determinant of green purchase behavior of Muslims: a systematic literature review

Abstract

Purpose This paper aims to provide a comprehensive and systematic overview of relevant factors that affect green purchase behavior of Muslims. Design/methodology/approach A systematic literature review was conducted to fill in the lack of conceptual clarity on the relationship between green product purchasing and Muslim consumers. Findings The review revealed that studies on Muslim green purchase behavior were mostly carried out in Asian countries, with the theory of planned behavior as a highly featured approach. The in-depth analysis captured more than 50 factors of green purchasing behavior of Muslims with religiosity, which was found to be the most mentioned determinant in the literature. Practical implications The finding provides three insights for future research and marketing practices: Muslim consumer behavior model development, green-halal product innovation and green Islamic marketing strategy formulation. Originality/value To the best of the authors’ knowledge, no literature review has comprehensively identified the determinants of Muslim green purchasing behavior. Therefore, enriched with bibliographical mapping, this study will systematically conduct a literature review to explain the driving factors of Muslims in purchasing green products and outline potential directions for marketers and researchers to enhance green ecosystems.