Sukumaran, L.Majhi, R.2026-02-032025Management Review Quarterly, 2025, 75, 2, pp. 1535-157421981620https://doi.org/10.1007/s11301-024-00415-2https://idr.nitk.ac.in/handle/123456789/20238This study provides a detailed analysis of the "green gap" as it is presented in existing literature. It covers the definition of the gap, the reasons behind it, and the proposed solutions. Using a systematic literature review approach, the researchers refined their search criteria and selected 151 relevant articles for further analysis. The causes of the green gap were classified into four categories: psychological, demographic, social and cultural, and elements of the marketing mix. The study also explored different strategies to address each of these categories. The discussion and conclusion sections of the study provide insightful observations about the green gap, its implications, and future research directions. This comprehensive analysis contributes to furthering our understanding of the green gap and provides a foundation for future interventions aimed at bridging this divide. © The Author(s), under exclusive licence to Springer Nature Switzerland AG 2024.Attitude-behaviour gapGreen gapGreen marketingGreen myopiaIntention-behaviour gap