# Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior
## 4 Discussion
In the background of systematic reviews on the subject, no research has been found that has categorized GM practices or that has presented any explanatory model on the relationship of GM strategies to consumer purchasing behaviors, which is why this study is relevant since it provides a proposal for categorizing these practices that can be applied in organizations that wish to develop a competitive advantage in GM as a business strategy. Likewise, this study represents a reference to know and understand the different variables represented as internal factors or dimensions within the study of GM strategies and that, at the same time, can serve as a basis for future theoretical and empirical research related to GM. As the second objective of this review, it was proposed to present a value generation model based on GM practices associated with consumer purchasing behavior, to make these strategies available for the creation of sustainable value in the market. Next, Figure 3 graphically presents the different interactions of GM practices in the context of the organizations that apply these strategies. Figure 3 shows the green consumption cycle for sustainable value creation developed from this study. This cycle begins with the need to satisfy the green consumer, who seeks eco-friendly products and services, which must have attributes that do not negatively affect the environment, that is, they must be designed, produced, marketed, and disposed of responsibly. Likewise, the green consumer evaluates the proposals of the organizations before making their purchasing decision, which includes an exhaustive analysis of the characteristics of the product (eco-label, ecological packaging, resources used in production, transport, among others), the brand's image, and the company's reputation. Given the security of being in front of a green company and a product that satisfies their needs, an attitude of trust is developed toward the products of the evaluated company. Consequently, green companies (GC) observe this new sector of consumers and adapt their policies and strategies to provide a product or service that meets the expectations of the green consumer. Faced with this new consumer trend, the GCs implement GM strategies that become practices that allow the achievement of business objectives, generating sustainable value. The GM practices that have been found in the literature are established in five categories: (a) Green products and services (GPS); (b) Green business image (GBI); (c) Green advertising (GA); (d) Green purchasing experience (GPE); and (e) Green marketing mix (GMM), where each of them includes actions that satisfy the need of the green consumer and promote responsible consumption in potential customers who have not yet adopted this green purchasing behavior. These practices, as recorded in research, have an impact on the different key variables associated with consumer purchasing behaviors, which are transformed into responsible consumption habits and a lifestyle that is conscious of caring for the environment. These key variables are diverse; however, the literature has exposed some of them as being the most frequent: Environmental awareness (EA), Green satisfaction (GS), Green attitude (GAT), Green purchase intention (GPI), Green purchasing preference (GPP), Word of mouth (WOM), Perceived value (PV), Green experiential value (GEV), Responsible consumption (RC), and green engagement (GE). In addition, 3 key variables are closer to the interaction with the GC, since these variables determine the purchasing action and allow for the permanence of these companies in the market: green trust (GT), Green loyalty (GL), and green purchasing decision (GPD).