The Role of Green Marketing in Explaining Impulsive Buying of the Zoomers: The Systematic Literature Review Approach

Abstract

This study concludes by outlining research opportunities for future empirical testing, measurement refinement, and longitudinal validation of Green HRM–sustainability linkages. The intersection of sustainable commerce and consumer psychology represents a critical frontier in modern retail research. This literature-based article examines how green marketing strategies influence the impulsive buying behaviour of the Zoomers (Generation Z). By synthesizing contemporary empirical studies, sustainable consumer behaviour frameworks, and digital marketing paradigms, this study explores the mechanisms through which eco-friendly positioning triggers uncalculated purchase decisions. The analysis reveals that the Zoomers exhibit a paradoxical consumer profile: while expressing profound environmental consciousness, their online shopping environments are engineered for instant gratification, friction-less checkout, and emotional stimulation. Green marketing attributes, such as eco labelling, transparent supply chain storytelling, and purpose-driven brand messaging, interact with digital triggers like social proof and scarcity to activate impulse loops. The paper concludes with an integrated conceptual framework and strategic recommendations for sustainable brands aiming to ethically navigate the impulsive tendencies of tech-savvy cohorts.