Factors Influencing Green Product Purchase Intention among Young Consumers in Bangladesh

Abstract

The present study aims to determine critical factors affecting the green product purchase intention of Bangladeshi young consumers. In order to investigate the relationship, a formal questionnaire survey has been conducted targeting young Bangladeshi consumers, aged between 18 and 32 years old. A total of 400 responses have been finally screened out for analysis. Data analysis was carried out through partial least square structural equation modeling (PLS-SEM). The findings show that young consumers’ green purchase intention (GPI) is largely determined by their attitude, environmental concern (EC), and willingness to pay (WTP). However, the impact of perceived moral obligation (PMO), on green purchase intention has been found insignificant. The study leaves specific implications for the strategic marketing decision-makers who strive to promote green product consumption in Bangladesh.

Impact of green factors on undergraduate students’ green behavioral intentions: A hybrid two-stage modeling approach

“…As a result, Bangladesh is trying to adopt green manufacturing and organic farming cultures [ 7 , 13 ]. These initiatives introduce eco-friendly companies to develop and advance the green movement [ [14] , [15] , [16] , [17] ]. As a result, many businesses have started implementing green manufacturing and marketing methods to satisfy consumer demands and generate long-term profitability [ 18 , 19 ].…”

“…On the other hand, recently, consumers have been concerned about the environment and seek green goods and services [ 20 ]. Although Bangladeshi consumers still exhibit differing green buying habits [ 14 , 15 , 21 ], their green behavior (GB) may impact the transformation of social conditions [ 1 ]. By sticking to a green lifestyle, people in Bangladesh may make an important move to accept green products [ 14 , 15 , 22 , 23 ].…”

“…Although Bangladeshi consumers still exhibit differing green buying habits [ 14 , 15 , 21 ], their green behavior (GB) may impact the transformation of social conditions [ 1 ]. By sticking to a green lifestyle, people in Bangladesh may make an important move to accept green products [ 14 , 15 , 22 , 23 ]. Therefore, it is crucial to identify the factors influencing green behavioral intention (GBI) to promote green consumption and purchase more green products.…”

“…They are considered the society's future [ 25 ]. They can help foster a green economy from an ongoing ecological crisis, bring a fresh sustainability phase, and help advance the green motive [ 1 , 14 ]. They consider it their duty to address environmental issues [ 1 , 14 , 26 ].…”

“…They can help foster a green economy from an ongoing ecological crisis, bring a fresh sustainability phase, and help advance the green motive [ 1 , 14 ]. They consider it their duty to address environmental issues [ 1 , 14 , 26 ]. So, students are more worried about the future and concerned with social justice, personal safety, and the preservation of the environment [ 1 ].…”