# Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior
## 3 Results
### Green Marketing Practices Related to the Key Variables of Consumer Purchasing Behavior
\begin{table}
\begin{tabular}{c c c c} \hline \hline
**GM Practices** & **Authors** & **Key Variables of Purchasing Behavior** \\ \hline \multirow{5}{*}{Green Products and Services} & Use of eco-labels & [76; 77; 78; 79] & \multirow{5}{*}{Increases trust, awareness, satisfaction,} \\  & Quality of green products & [25; 80; 81; 82; 83] & \\  & and/or services & [84; 80; 82; 83] & \\  & Product brand value & [84] & \\  & Remanufacturing of products & [64] & \\  & Use of eco-friendly plastic bags & [85] & \\ \hline \multirow{5}{*}{Green Business Image} & Institutional green image & [29; 31] & \multirow{5}{*}{Increases trust, word-of-mouth} \\  & Institutional green brand & [26; 43; 62; 65; 86; 87] & \\  & Corporate Social Responsibility & [4; 82; 88] & \\  & Green communication & [34; 68; 78; 79] & \\  & Ethical organizational behavior & [37] & \\  & Organizational culture development & [61] & \\  & and green policies & & \\ \hline \multirow{5}{*}{Green Advertising} & Promotion through the influence of & \multirow{5}{*}{[35]} & \multirow{5}{*}{Generates positive attitude toward the brand, green satisfaction, product} \\  & celebrities committed to & & \\  & the environment & & recommendations, social influence, and \\  & Advertising focused on spirituality & [26] & intention and decision to buy green \\  & and ethics & & products. Develops environmental \\  & Green advertising design & [89] & \\  & Use of rewards (monetary, donations) & [90] & \\  & Motivation of green consumption & & In the case of greenwashing, it reduces \\  & through attention by the opposite sex & [91] & the purchasing intention of informed \\  & Greenwashing & [11] & consumers. \\ \hline Green Purchasing & \multirow{2}{*}{Green experiential marketing} & \multirow{2}{*}{[28; 86; 92]} & \multirow{2}{*}{Trust, commitment, loyalty, satisfaction, and green experiential value.} \\  & & & \\  & & & \\ \hline Green Marketing Mix & Development of green marketing mix & [32; 61; 93] & \\ \hline \hline \end{tabular}
\end{table} 
Table 2: Frequencies of scientific documents in the Scopus and Wös sources. Secondly, a series of GM applications were found, which were categorized as practices aimed at developing the corporate image. These activities seek different GM actions that raise the organizational reputation of all stakeholders through green institutional communication, application of policies with corporate environmental strategies, and eco-friendly organizational culture. Likewise, strategies based on green brand management, corporate social responsibility actions, and ethical organizational behavior were also found. These strategies seek to increase positive consumer perceptions regarding the company's responsibility and commitment to the environment. To this end, companies disseminate their environmental responsibility actions to motivate customer purchasing decisions toward the green products offered. Likewise, regarding the relationship between these actions and the key variables of purchasing behavior, the different research studies reviewed register positive impacts on the attitude of the green customer, such as (a) increased trust; (b) increased credibility; (c) satisfaction; (d) loyalty; (e) fieldization, (f) value perception; (g) increased purchasing intention; and, (h) promotion of word-of-mouth recommendations of the brand committed to the environment [4; 26; 29; 31; 34; 37; 43; 61; 62; 65; 68; 79; 82; 86; 87; 88]. Thirdly, practices whose objective is to position the brand of a green product or service through different forms of communication to build credibility for the brand and increase its sales were grouped. This category was called practices aimed at green advertising, where advertising strategies were recorded through content and media associated with the environment.