Factors Influencing Green Product Purchase Intention among Young Consumers in Bangladesh

Society & Sustainability, 3 (2), 2021. Published by Research & Innovation Initiative, 3112 Jarvis Ave, Warren, MI 48091, USA Doi:https://doi.org/10.38157/society_sustainability.v3i2.291

15 Pages Posted: 8 Jun 2021

See all articles by Imtiaz Chowdhury

Imtiaz Chowdhury

University of Chittagong

Mohammed Alamgir

University of Chittagong

Date Written: June 4, 2021

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.

Keywords: Environmental Concern, Willingness to Pay, Moral Obligation, Green Products, Purchase Intention, Young Consumers.

JEL Classification: M31

Suggested Citation

Chowdhury, Imtiaz and Alamgir, Mohammed, Factors Influencing Green Product Purchase Intention among Young Consumers in Bangladesh (June 4, 2021). Society & Sustainability, 3 (2), 2021. Published by Research & Innovation Initiative, 3112 Jarvis Ave, Warren, MI 48091, USA Doi:https://doi.org/10.38157/society_sustainability.v3i2.291, Available at SSRN: https://ssrn.com/abstract=3860890

Imtiaz Chowdhury (Contact Author)

University of Chittagong ( email )

Chittagong
Bangladesh

Mohammed Alamgir

University of Chittagong ( email )

Chittagong
Bangladesh

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