This study presents a systematic review and research agenda on green purchase intention, analyzing factors influencing consumers' decisions to buy environmentally friendly products. The review, based on PRISMA 2020 guidelines, used Scopus and Web of Science databases, with data analyzed using Microsoft Excel and VOSviewer. Key findings include exponential growth in research on green purchase intention in countries like Germany, Italy, Malaysia, China, India, Taiwan, and the US. Motivations for green purchasing include environmental concern, health, social awareness, and subjective norms. Theories such as the Theory of Planned Behavior (TPB) and Theory of Reasoned Action (TRA) have been validated, emphasizing variables like attitude, subjective norms, and perceived behavioral control. Research gaps include the need to compare factors between developed and developing countries, and to explore how specific factors influence green purchasing behavior. Future research should focus on emerging issues to promote environmental behavior and sustainable development. The study highlights the importance of environmental knowledge, consumer attitudes, and the role of cultural, behavioral, and moral factors in green purchasing decisions. It also identifies key themes such as environmental awareness, sustainable consumption, and the impact of psychological and demographic variables on green purchasing intentions. The review emphasizes the need for further research to address gaps in understanding the factors driving sustainable purchasing decisions and to develop effective strategies for promoting greener behavior. The study concludes that green purchase intention is a growing area of research with significant implications for environmental sustainability and responsible consumption.This study presents a systematic review and research agenda on green purchase intention, analyzing factors influencing consumers' decisions to buy environmentally friendly products. The review, based on PRISMA 2020 guidelines, used Scopus and Web of Science databases, with data analyzed using Microsoft Excel and VOSviewer. Key findings include exponential growth in research on green purchase intention in countries like Germany, Italy, Malaysia, China, India, Taiwan, and the US. Motivations for green purchasing include environmental concern, health, social awareness, and subjective norms. Theories such as the Theory of Planned Behavior (TPB) and Theory of Reasoned Action (TRA) have been validated, emphasizing variables like attitude, subjective norms, and perceived behavioral control. Research gaps include the need to compare factors between developed and developing countries, and to explore how specific factors influence green purchasing behavior. Future research should focus on emerging issues to promote environmental behavior and sustainable development. The study highlights the importance of environmental knowledge, consumer attitudes, and the role of cultural, behavioral, and moral factors in green purchasing decisions. It also identifies key themes such as environmental awareness, sustainable consumption, and the impact of psychological and demographic variables on green purchasing intentions. The review emphasizes the need for further research to address gaps in understanding the factors driving sustainable purchasing decisions and to develop effective strategies for promoting greener behavior. The study concludes that green purchase intention is a growing area of research with significant implications for environmental sustainability and responsible consumption.