A systematic review of eco-friendly business practices in marketing

Published Online: Jan 22, 2026

Yasin Mohamoud MOHAMED

Email: yasin@psu.edu.so
Puntland State University (PSU), Garowe, Somalia

Shimelis Zewdie WERKE

Email: Shimmzz@yahoo.com
Jimma University, Jimma, Ethiopia

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Abstract:

Objectives: The purpose of this systematic review study is to identify and evaluate peer-reviewed empirical researches on eco-friendly business practices in marketing and their impact on consumer behavior and organizational performance that was carried out between 2019 and 2025. Methods/Approach: 24 peer-reviewed empirical researches were combined in this systematic review. PRISMA criteria were followed, and the research, which covered a variety of industries including tourism, hospitality, manufacturing, retail, agriculture, and real estate, were obtained from Scopus (58%), SpringerLink (25%), and ScienceDirect (17%). In this review, empirical studies of eco-friendly business practices in marketing were carefully examined using descriptive content analysis. Five groupings were drawn thematically. 1. Regulatory and demarketing approaches that are influenced by institutional and policy support; 2. Green product and green market innovation that points to brand equity and market advantage; 3. Strategic marketing and green market orientation that is based on RBV and stakeholder theory; 4. Green consumer behavior and psychological drivers; and 5. Communication driven green marketing using digital media, CSR, and eco-labelling. Results: Green innovation, eco-labelling, eco-friendly marketing strategies and digital green promotions in particular have a positive impact on consumer behavior and organizational performance, according to the findings of this review. The integration of green efforts is now an essential part of sustainable corporate competitiveness, not just an add-on tactic. Conclusions: Despite consumers' growing environmental consciousness, there is still a noticeable attitude-behavioral gap, especially in the travel and housing industries. Open communication, stakeholder participation, and regulatory initiatives are required to close this gap.

Keywords:

green marketing, sustainability, eco-labeling, organizational performance, consumer behavior, eco-friendly practices

Pages:

221-236

JEL Classification:

M10, M30, M31, M37

DOI:

https://doi.org/10.46656/access.2026.7.1(12)

How to cite:

Mohamed, Y.M., Werke, S.Z. (2026). A systematic review of eco-friendly business practices in marketing. Access to science, business, innovation in the digital economy, ACCESS Press, 7(1), 221-236, https://doi.org/10.46656/access.2026.7.1(12)

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