Understanding green marketing strategies in social enterprises and responsible purchase behaviour: a literature review

This study seeks to provide literature on the different green marketing strategies that social enterprises use to attract responsible purchase behaviour based on a Literature Review. The study extracted data (articles) from three prominent databases (Scopus, Web of Science and Google Scholar) subscribed by UiTM. Reviews are carried out by reading and analysing 21 journal articles and summarized in a table, namely journal articles and authors and they are put under their own heading based on article categorization such as social enterprises, green marketing strategy, and responsible consumer purchase behavior. A few determinants of green marketing strategies are identified, namely, creating eco conscious brand image, fostering positive customer environmental attitudes, innovating ecofriendly packaging, networking with other green enterprises and a general category of other influential factors. The results indicate that green marketing strategies in social enterprises are proven effective to attract responsible purchase behaviour. The findings contribute to social entrepreneurship and green marketing literature in terms of effectiveness to attract responsible purchase behaviour. Future research suggestions are provided based on the findings.