Factors influencing customers’ green purchasing intention: evidence from developing country

Abstract

Purpose The purpose of this study is to examine the contribution of environmental knowledge and environmental sensitivity on the green purchasing intention of Bangladeshi consumers by using an extended theory of planned behavior. Design/methodology/approach Quantitative research method was used to collect 369 data by using a convenient sampling method. Data was analyzed using partial least square while a structural equation model was applied to measure causal relations among the variables. Findings The findings of this study demonstrate that subjective norms, attitude toward green products and perceived behavioral control have a positive and significant relationship with green purchasing intention. Moreover, environmental knowledge has also a positive and significant relationship with environmental sensitivity. There is a positive and significant association between environmental sensitivity and attitude toward green products, while the relationship between environmental knowledge and attitude toward green products was found insignificant. Quality of green products does not moderate the relationship between attitude toward green products and green purchasing intention. The results further indicate that environmental sensitivity mediates the relationship between environmental knowledge and attitude toward green products. Attitude toward green products also mediates the relationship between environmental sensitivity and green purchasing intention. At the same time, environmental sensitivity and attitude toward green products jointly mediate the relationship between environmental knowledge and green purchasing intention. However, attitude toward green products does not mediate the relationship between environmental knowledge and green purchasing intention. Originality/value This study may be used to guide managers who are planning to launch green products in the Bangladeshi market for choosing their target markets and a great insight for the government to produce environmentally friendly consumption policy for citizens and environmental conservation.

Environmental Concern: Does It Drive Green Purchase Intention of Sustainable Packaging?

“…The TPB is a social psychology concept that can be used to understand and predict a wide spectrum of consumer behavior based on three key factors: attitude, SN, and PBC (Ajzen, 1991;Mahmoud, Tsetse, Tulasi, & Muddey, 2022). The TPB has been widely utilized to examine the purchasing decisions of green products because it has a strong empirical foundation for predicting the GPI (Ajzen, 1991;Chanda et al, 2022;Sun & Wang, 2020). Therefore, it is essential to identify critical TPB determinants and generate significant GPI contribution to green products and marketing (Kamalanon, Chen, & Le, 2022).…”

“…Therefore, it is essential to identify critical TPB determinants and generate significant GPI contribution to green products and marketing (Kamalanon, Chen, & Le, 2022). This research instrument was generated based on a combination conceptual model from previous researches (Aseri & Ansari, 2023;Chanda et al, 2022;Sun & Wang, 2020;Waris & Hameed, 2020b;Zameer & Yasmeen, 2022). Figure 1 displays a conceptual framework model that demonstrates the relationship between the variables studied and proposed hypotheses.…”

“…The PBC is one of the most critical factors in predicting how likely the consumers are to make green purchasing decisions (Chanda et al, 2022). It represents an individual's belief in the number of resources and opportunities as well as their effectiveness in action (Ajzen, 1991;Kamalanon et al, 2022).…”

“…In addition, using the theory of planned behavior (TPB), factors of environmentally friendly packaging affecting the intention to buy products with environmentally friendly packaging in Vietnam had also been identified (Lan, Phuong, Dat, & Truong, 2023). Variables of TPB, including environmental knowledge, environmental sensitivity, and green products, had been combined into an extended theory of planned behavior (ETPB) to investigate the green purchase intention of Bangladeshi consumers (Chanda, Isa, & Ahmed, 2022). For these reasons, it can be concluded that the TPB can be utilized as the fundamental theoretical framework for this study to better understand the consumers' GPI (Sun & Wang, 2020).…”

How cultural values integrate with each other to trigger sustainable consumption: a cross-culture study

“…Although many studies have investigated predictors of GPI and behavior Armutcu et al, 2023;Chanda et al, 2023), further research is required in two areas in order to gain a deeper understanding of green consumption. First, the role of cultural values in shaping the intention to engage in green consumption behavior is still unclear (Ghazali et al, 2021;Nguyen et al, 2017).…”