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

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.