Researchers extensively believe that consumer behaviour is multifaceted and depends on several factors, as well as that no single model or theory is sufficient to provide a holistic view. Thus, this review paper discusses the literature of 76 peer-reviewed articles published between 2011 and 2020 to gain a broader understanding of multifaceted factors influencing consumers’ green energy buying behaviour. The study also reviews working papers and third-party reports to provide more authentic information about the adoption of green energy technologies. Various online databases, such as SCOPUS, Wiley Online Library, Web of Science, Science Direct, ProQuest, Taylor and Francis Online and EBSCO, have been used to retrieve the related literature. This study categorizes the factors affecting green energy buying behaviour into two parts: individual motivational factors and contextual factors. Based on the relative importance of the reviewed factors, marketers and policymakers can execute appropriate promotional practices to enhance consumers’ green energy consumption behaviour. The effective implementation of intervention strategies relating to these factors can simplify the growth of the green power market, specifically in developing countries. The review identifies some research gaps in the green energy literature.
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