Green Marketing and Green Brand Equity: A Systematic Review and Future Research Agenda in the Era of Artificial Intelligence
系统梳理了2005至2025年间271篇绿色营销与品牌资产文献，发现研究集中于亚洲、依赖行为理论，并指出AI应用、B2B场景等未来方向，适合关注绿色品牌战略的学者。
ABSTRACT Green marketing's role in building green brand equity has attracted growing scholarly attention, yet prior reviews remain fragmented and limited in scope. This study conducts a systematic literature review using the scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR) protocol and the theory–context–characteristics–methodology (TCCM) framework. It analyzes 271 Scopus‐indexed articles published between 2005 and July 30, 2025, and applies a detailed TCCM evaluation to 80 papers from A*/A/B‐ranked journals on the Australian Business Deans Council (ABDC) list. Performance analysis reveals exponential growth post‐2020, a strong concentration of studies in Asian countries, and trust‐mediated pathways as core mechanisms. TCCM synthesis highlights heavy reliance on behavioral theories, consumer‐centric contexts, and cross‐sectional designs, while exposing gaps in institutional and strategic perspectives, B2B, digital settings, negative pathways, and longitudinal approaches. The study proposes a structured future research agenda emphasizing institutional theory integration, underrepresented regions and industries, AI‐enabled antecedents, and advanced methodologies. This paper provides a framework‐based review and offers actionable theoretical, contextual, and methodological directions for strategically advancing green brand equity through authentic green marketing practices.