FACTORS AFFECTING CONSUMERS' GREEN PURCHASE BEHAVIOR TOWARDS ENERGY SAVING LIGHTS IN BANGLADESH: THE MEDIATING ROLE OF GREEN PURCHASE INTENTION

Green consumption is one of the most promising sources of conserving energy and promoting ecological sustainability. The study aims to examine the relationships of cognitive factors affecting consumers green purchase behavior (GPB) directly and indirectly via the mediating role of green purchase int...

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Bibliographic Details
Published inInternational journal of information, business and management Vol. 12; no. 3; pp. 19 - 37
Main Authors Rahman, Md Shahinur, Hossain, Md Imran, Hossain, Gazi Md Shakhawat
Format Journal Article
LanguageEnglish
Published Chung-Li Educational Research Multimedia & Publications 01.08.2020
Subjects
Attitudes
Behavior
Celebrities
Clean energy
Climate change
Consumer behavior
Consumers
Consumption
Developing countries
Energy
Energy conservation
Energy efficiency
Hypotheses
Industrialized nations
Knowledge
LDCs
Lighting
Marketing
Multivariate statistical analysis
Peer relationships
Purchasing
Researchers
Studies
Bangladesh
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Summary:Green consumption is one of the most promising sources of conserving energy and promoting ecological sustainability. The study aims to examine the relationships of cognitive factors affecting consumers green purchase behavior (GPB) directly and indirectly via the mediating role of green purchase intention (GPI) towards energy-saving lights (ESLs) in the context of Bangladesh. A total of 314 valid responses were collected through a self-administered survey. The proposed model was analyzed using Structural Equation Modeling (SEM). The results suggest that perceived environmental knowledge (PEK), peer influence (PI), and perceived consumer effectiveness (PCE) significantly and directly affect consumers GPI, whereas GPI and PCE were found to have significant effects on ESL users GPB. Moreover, consumers GPI was found to be the major predictor of GPB. The findings can help marketing practitioners in designing green marketing strategies to promote green consumption and ecological protection.
ISSN:2076-9202
2218-046X