Int J Consum Stud. 2022;00:1–24. | 1 wileyonlinelibrary.com/journal/ijcs 1 | INTRODUCTION With recent publications, such as the IPCC report (2021) outlining the possible ominous scenarios caused by climate change, there is growing environmental awareness and a call for consumers to shift to greener behaviors. Indeed, due to this awareness, a 2020 US sur- vey showed that about two-thirds of US adults think senior govern- ment officials should prioritize environmental protection and that more stringent environmental regulations are worth the financial costs (Funk & Kennedy, 2020). In the EU, more than nine out of 10 citizens say that it is important for them to protect the environment, and more than 8 out of 10 believe that EU laws are important in order to protect the environment (European Commission, 2020). However, despite consumers’ increasing concern for the environment, many studies have demonstrated that they do not necessarily behave in ways that help protect it (Kollmuss & Agyeman, 2002; Matthews & Rothenberg, 2017). Many consumers are unwilling to adopt green innovations be- cause of uncertainties and risks related to product acquisition and use. Some researchers have pointed out that the premium cost of many green alternatives may deter consumers from adopting them (Claudy et al., 2013; Hustvedt et al., 2013). In some cases, green Received: 21 August 2021 | Revised: 12 March 2022 | Accepted: 21 March 2022 DOI: 10.1111/ijcs.12810 REVIEW PAPER SPICe—Determinants of consumer green innovation adoption across domains: A systematic review of marketing journals and suggestions for a research agenda Phil Justice Flores 1,2,3 | Johan Jansson 3,4 This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made. © 2022 The Authors. International Journal of Consumer Studies published by John Wiley & Sons Ltd. 1 Department of Business Administration, Marketing, Lund University School of Economics and Management, Lund University, Lund, Sweden 2 Lund University Agenda 2030 Graduate School, Lund University, Lund, Sweden 3 K2 – Sweden’s National Centre for Research and Education on Public Transport, Lund, Sweden 4 Department of Business Administration, Umeå School of Business, Economics and Statistics, Umeå University, Umeå, Sweden Correspondence Phil Justice Flores, Department of Business Administration, Marketing, Lund University School of Economics and Management, Lund University, 221 00 Lund, Sweden. Email: phil.flores@fek.lu.se Abstract Over the last decade, the growth in demand for green innovations has become ap- parent. This can be linked to increased consumer awareness of the environmental problems that the world is facing. This review presents the determinants of consumer green innovation adoption across domains identified in marketing literature. We in- cluded and synthesized 47 articles published between 2010 and July 2021 in top marketing journals. After identifying the determinants, we grouped them into four categories: (1) Social, (2) Personal, (3) Innovation, and (4) Contextual and external level determinants, or what we refer to as the SPICe determinants. This categorization is based on the source of the motivation, which is social, individual, innovation-related, or contextual. We found a lack of focus on the consumer aspects in green innovation adoption studies, highlighting the need for more research regarding what motivates consumers to adopt these new environmental products. Furthermore, we showed that no sole determinant could predict green innovation adoption alone. Consequently, we outlined several agendas and questions that future studies could tackle and explore. KEYWORDS consumer behavior, innovation adoption, sustainable consumption, systematic review