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

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.