Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

This systematic review research has two objectives: (a) to identify Green Marketing (GM) practices related the key variables of consumer purchasing behavior, and (b) present a model for generation sustainable value by companies based on results found. The PRISMA (Preferred Reporting Items Systematic Reviews Meta-Analyses) statement process was followed Scopus Web Science (WoS) sources were used document search. A total 248 documents found (Scopus = 110; WoS 138), final selection 34 papers. GM placed in five categories: products services; business image; (c) advertising; (d) experience; (e) marketing mix. behavior that are: Environmental awareness, satisfaction, attitude, intention, preference, Word mouth, Perceived value, experiential Responsible consumption, engagement, trust, loyalty, decision. Finally, called “Green consumption cycle value” presented.