Abstract
As global citizens awareness of environmental issues is increasing daily, a recently invented idea called sustainable consumer behavior becomes popular. There are also some debates about whether this new shopping pattern will become mainstream or die out becomes a primary question. Based on past research about sustainable consumer behavior and green products, some patterns and trends about them could be revealed. This paper compiles research regarding sustainable consumer behavior after 2000 and tries to come to a conclusion about the effect this marketing strategy has on consumers shopping behavior. Among all the essays, 15 essays from Google Scholar were used and analyzed in this essay. As a result, it can be found that researchers hold an optimistic view but with certain critics regarding sustainable consumer behavior. Currently, this new trend cannot bring much profit, but its high potential and popularity make it worthy of being expected. This research would be beneficial for decision-makers promoting sustainable consumer behavior.
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