IDEAS home Printed from https://ideas.repec.org/a/bjc/journl/v11y2024i12p66-77.html
   My bibliography  Save this article

Young Consumers’ Behavior towards Buying Green Products in a Developing Nation: A Study on Emerging Economics of Bangladesh

Author

Listed:
  • Nandita Rani Saha Nitu

    (Lecturer, Southeast Business School, Southeast University)

Abstract

The study gives emphasis to the younger generation and their intention to purchase green products. Bangladesh Population Census under UN Population Projection (2018) Bangladeshi population comprises about 30% of youth where the total population is 158.5 million. In these above aspect the present research attempts to understand the young consumers’ behavior towards buying green products in a developing nation like Bangladesh. The objective of this paper is to amplify the understanding of young consumer behavior reflected in consumption of green products in relation to consumption values. As this research is to test specific hypotheses and examine relationships of consumption values and the findings will be input into decision making which was done by correlation analysis, hypotheses testing and reliability analysis for questionnaire. The findings of the study have significant implication that may help the marketers to develop strategies for green products. The marketers are suggested to emphasize on the information providing to the consumers so that, consumers have knowledge about eco-friendly products. The environmental concern is one of the strongest influences on purchase intention. Effective communication of environmental related benefits of the products among consumer is crucial for marketers as environmental concern influence. A remarkable pricing and promotional offer related to green products that also maintains standard in quality is the issue on what marketer can work best.

Suggested Citation

  • Nandita Rani Saha Nitu, 2024. "Young Consumers’ Behavior towards Buying Green Products in a Developing Nation: A Study on Emerging Economics of Bangladesh," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 11(12), pages 66-77, December.
    • Handle: RePEc:bjc:journl:v:11:y:2024:i:12:p:66-77
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijrsi/digital-library/volume-11-issue-12/66-77.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijrsi/articles/young-consumers-behavior-towards-buying-green-products-in-a-developing-nation-a-study-on-emerging-economics-of-bangladesh/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Polonsky, Michael Jay, 2011. "Transformative green marketing: Impediments and opportunities," Journal of Business Research, Elsevier, vol. 64(12), pages 1311-1319.
    2. Minton, Ann P. & Rose, Randall L., 1997. "The Effects of Environmental Concern on Environmentally Friendly Consumer Behavior: An Exploratory Study," Journal of Business Research, Elsevier, vol. 40(1), pages 37-48, September.
    3. Hume, Margee, 2010. "Compassion without action: Examining the young consumers consumption and attitude to sustainable consumption," Journal of World Business, Elsevier, vol. 45(4), pages 385-394, October.
    4. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Matthew B. Lunde, 2018. "Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016)," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 85-110, December.
    2. Gonçalves, Helena Martins & Lourenço, Tiago Ferreira & Silva, Graça Miranda, 2016. "Green buying behavior and the theory of consumption values: A fuzzy-set approach," Journal of Business Research, Elsevier, vol. 69(4), pages 1484-1491.
    3. Eva M. Murgado-Armenteros & María Gutierrez-Salcedo & Francisco José Torres-Ruiz, 2020. "The Concern about Biodiversity as a Criterion for the Classification of the Sustainable Consumer: A Cross-Cultural Approach," Sustainability, MDPI, vol. 12(8), pages 1-14, April.
    4. Johan Jansson, 2011. "Consumer eco‐innovation adoption: assessing attitudinal factors and perceived product characteristics," Business Strategy and the Environment, Wiley Blackwell, vol. 20(3), pages 192-210, March.
    5. Nilsson, Jonas & Jansson , Johan & Isberg, Sofia & Nordvall, Anna-Carin, 2011. "Determinants of customer satisfaction with socially responsible investments: Do ethical and environmental factors impact customer satisfaction with SRI profiled mutual funds?," Sustainable Investment and Corporate Governance Working Papers 2011/2, Sustainable Investment Research Platform.
    6. F. Testa & F. Iraldo & A Vaccari & E. Ferrari, 2015. "Why Eco‐labels can be Effective Marketing Tools: Evidence from a Study on Italian Consumers," Business Strategy and the Environment, Wiley Blackwell, vol. 24(4), pages 252-265, May.
    7. Sergio Valdelomar-Muñoz & Eva María Murgado-Armenteros, 2024. "Environmental Concerns of Agri-Food Product Consumers: Key Factors," Agriculture, MDPI, vol. 14(7), pages 1-16, July.
    8. Philip R. Walsh & Rachel Dodds, 2017. "Measuring the Choice of Environmental Sustainability Strategies in Creating a Competitive Advantage," Business Strategy and the Environment, Wiley Blackwell, vol. 26(5), pages 672-687, July.
    9. Nitika Sharma & Raiswa Saha & V. Raja Sreedharan & Justin Paul, 2020. "Relating the role of green self‐concepts and identity on green purchasing behaviour: An empirical analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3203-3219, December.
    10. Nathalie Lazaric & Fabrice Guel & Jean Belin & Vanessa Oltra & Sébastien Lavaud & Ali Douai, 2020. "Determinants of sustainable consumption in France: the importance of social influence and environmental values," Journal of Evolutionary Economics, Springer, vol. 30(5), pages 1337-1366, November.
    11. Ali Razzaq & Nabeel Younus Ansari & Zohaib Razzaq & Hayat Muhammad Awan, 2018. "The Impact of Fashion Involvement and Pro-Environmental Attitude on Sustainable Clothing Consumption: The Moderating Role of Islamic Religiosity," SAGE Open, , vol. 8(2), pages 21582440187, June.
    12. Micael-Lee Johnstone & Lay Tan, 2015. "Exploring the Gap Between Consumers’ Green Rhetoric and Purchasing Behaviour," Journal of Business Ethics, Springer, vol. 132(2), pages 311-328, December.
    13. Erifili Papista & Athanasios Krystallis, 2013. "Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework," Journal of Business Ethics, Springer, vol. 115(1), pages 75-92, June.
    14. Wu, Shuilong & Hu, Zekun & Li, You & Yuan, Yongna, 2024. "How brand familiarity affects green product purchase intention: The moderating role of streamers’ environmental knowledge," Technology in Society, Elsevier, vol. 77(C).
    15. Michelle Bonera & Anna Paola Codini & Giulia Miniero, 2020. "The great Millennials’ trouble: leading or confused green generation? An Italian insight," Italian Journal of Marketing, Springer, vol. 2020(4), pages 289-308, December.
    16. Öykü Hazal Aral & Jordi López-Sintas, 2020. "A Comprehensive Model to Explain Europeans’ Environmental Behaviors," Sustainability, MDPI, vol. 12(10), pages 1-27, May.
    17. Anja Buerke & Tammo Straatmann & Nick Lin-Hi & Karsten Müller, 2017. "Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior," Review of Managerial Science, Springer, vol. 11(4), pages 959-991, October.
    18. Andreas Niedermeier & Agnes Emberger‐Klein & Klaus Menrad, 2021. "Which factors distinguish the different consumer segments of green fast‐moving consumer goods in Germany?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 1823-1838, May.
    19. Grimmer, Martin & Bingham, Timothy, 2013. "Company environmental performance and consumer purchase intentions," Journal of Business Research, Elsevier, vol. 66(10), pages 1945-1953.
    20. Lin Zhang & Liwen Chen & Zezhou Wu & Sizhen Zhang & Huanbin Song, 2018. "Investigating Young Consumers’ Purchasing Intention of Green Housing in China," Sustainability, MDPI, vol. 10(4), pages 1-15, April.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjc:journl:v:11:y:2024:i:12:p:66-77. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Renu Malsaria (email available below). General contact details of provider: https://rsisinternational.org/journals/ijrsi/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.