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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Published in | International journal of information, business and management Vol. 12; no. 3; pp. 19 - 37 |
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Main Authors | , , |
Format | Journal Article |
Language | English |
Published |
Chung-Li
Educational Research Multimedia & Publications
01.08.2020
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Subjects | |
Online Access | Get full text |
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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. |
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ISSN: | 2076-9202 2218-046X |