Factors Affecting Environmental Knowledge and Green Purchase Behavior of Energy Saving Light Users in Bangladesh: An Empirical Study

Abstract

Green purchase behavior has been emerged as one of the most promising realms of consumer research in recent years and could prove to have significant value towards researchers, marketers, and consumers. Thus, the study aims to analyze the factors that affect the environmental knowledge and green purchase behavior of energy-saving light (ESL) users in Bangladesh. Research data were collected from 210 respondents using a self-administered questionnaire with a judgmental sampling technique to select the respondents. Structural equation modeling (SEM) with confirmatory factor analysis (CFA) and structural model was used to examine the empirical data and test the proposed hypotheses via AMOS 23 software. The study investigated the impacts of peer influence, green advertising, and environmental knowledge on the green purchase behavior of consumers. The results illustrate that peer influence and green advertising are found to have significant and positive effects on environmental knowledge which also influences ESL users’ green purchase behavior. Moreover, consumers’ environmental knowledge partially mediates the relationships among peer influence, green advertising and green purchase behavior of ESL users. Therefore, the findings can help marketers and policymakers to formulate effective strategies to change consumers’ conventional consumption patterns and contribute to a sustainable environment.