Rethinking consumer behaviour in a green digital marketing landscape
系统梳理2002至2025年间67项实证研究，分析数字营销如何影响绿色消费行为，指出当前研究集中于特定行业和地区，缺乏跨文化与跨学科视角。
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.