Abstract
Consumers are paying close attention to green products to reduce the environmental impact on health issues. As the scope of this research, this current study focuses on determining consumers’ purchase decisions regarding green products using a survey conducted in a fast-growing developing country. This research was descriptive and considered a conceptual framework for extending the Theory of Planned Behavior (TPB), which was selected as the primary theoretical model. The significant contributions and main objectives of this study are as follows—to explore the present scenario of green marketing in Bangladesh with previous studies, and to fill a research gap regarding green purchase decisions by applying the TPB model with adding additional constructs, such as environmental concerns, green perceived quality, and future green estimates. A range of qualitative and quantitative techniques were adopted to collect data from the target groups, where a sample of young educated Bangladeshi consumers (n = 638) was used to consider the measurement and structural models by applying a partial least squares-structural equation modelling (PLS-SEM) method. The empirical findings show that consumers’ environmental concern (EC), green perceived benefits (GPB), green awareness of price (GAP), green willingness to purchase (GWP), and future estimation of green marketing (GFE) have a strong positive influence on consumer’ green purchase decision (GPD). Still, the green perceived quality (GPQ) has a negative influence on green purchase decisions (GPD). To inform consumers about green or eco-friendly products, this study provides valuable suggestions to companies, marketers, and policymakers for designing green marketing tools such as green advertising, green branding, and eco-labels. Based on these findings, it gives some managerial insights for the promotion of green products and green marketing.
Highlights
It is well-known that ever-increasing business activities and production are globally polluting the natural environment
The questionnaire formulated the questions on six constructs of independent variables, which are environmental concern (EC), green perceived benefits (GPB), green perceived quality (GPQ), green awareness of price (GAP), and green willingness to purchase (GWP), green future estimation (GFE) and one dependent variable is green purchase decision (GPD) through a literature survey and focus group discussion
This study investigates which factors influence young, educated consumers’ purchase decisions on green products in a developing nation, and what are the associations among the hypotheses of the proposed model
Summary
It is well-known that ever-increasing business activities and production are globally polluting the natural environment (e.g., damage to people, wildlife, and crops). The present study is the first empirical survey that explains to consumers a comprehensive view of their green purchasing decisions about green products in Bangladesh focusing on the young and educated generation This segment of the population will formulate the future strategy on a national and business level as well, so their knowledge, belief, attitude, and purchasing behavior toward green products are the key to sustainable development. The results can provide ideas for policymakers to frame better legal directives to promote green technology initiatives and educational programs, helping to change the minds and behavior of the young generation as business leaders and consumers towards the protection of the environment This current study, firstly, focuses on a literature review, differentiating the present research from past studies. A summary of the results, the conclusion, the recommendations, future research of environmental marketing, and green products are discussed
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