The present paper discussed the related behavioral results of the green brand awareness among the customers to contribute knowledge and field gap fulfilment. The study used the approach of systematic literature review of the recent studies in this topic. Screening the indexed databases like Scopus and EBSCO for analyzing the implications and results that given in the relevant studies with further focusing on developing contexts. The paper used the approach of PRISMA for a systematic review of forty-eight articles published between 2000 and 2023. Green brand and awareness attracted the research interests. The descriptive analysis provides article, author, and journal-related information (i.e., citations, year of publications, journals, etc.). The systematic literature review reported the research trends to propose a research framework in this topic and highlight the extant research gaps and suggest future research directions. Study implications indicated today’s companies through the green brand awareness is implemented to promote a responsible social society with using the eco-label associated with green quality of the products and organizational green image.