DIVULGING YOUNG POPULATION’S WILLINGNESS TO PURCHASE GREEN PRODUCTS
Keywords:
Health Consciousness, Environmental Consciousness, Green Product Knowledge, Purchase Intention, Young Population.
Abstract
Over the past few years, the concern of growing consumer interest in green products has rapidly expanded throughout the world. This study investigates the factors influencing consumers’ purchase intention of green products. The target population of this study is the young users who are basically students from several universities in Framingham, USA. For this study, data were gathered through Google form sent by email, along with a cover letter for the respondents’ convenience. The respondents made up the final sample size of the research. They were sent invitations to participate, and their responses were gathered after their approval. A five-point Likert scale was used where ‘1’ stands for ‘Strongly Disagree’ and ‘5’ stands for ‘Strongly Agree’ to determine the item-wise questionnaire. The final sample size was n=514. Moreover, to evaluate the hypotheses, a 5% significance level and SPSS software was used to analyze the data for research. The outcome of this study shows that health consciousness, environmental awareness, and green product knowledge have a positive and significant impact on consumers’ intention to buy green products. These variables can explain 46.80% of the variance in predicting behavioral intentions to purchase green products. It is found that among the three determinants, health consciousness (β = 0.413) had the highest impact on the purchase intention of green products among young people compared to other variables. This research might provide significant clues to the manufacturers of green products that can severely influence consumers to buy eco-friendly goods for their well-being.
JEL Classification Codes: D12, M31, Q50.
References
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Ahmed, M. A., Arshad, A., Anwar ul Haq, M., & Akram, B. (2020). Role of environmentalism in the development of green purchase intentions: à moderating role of green product knowledge. International Journal of Sustainable Development and Planning, 15(7), 1101-1111.
Assarut, N., & Srisuphaolarn, P. (2010). Determinants of green product purchase intentions: The roles of environmental consciousness and product attributes. Chulalongkorn Business Review, 32(1), 108-122.
Abd’Razack, N. T., Medayese, S. O., Shaibu, S. I., & Adeleye, B. M. (2017). Habits and benefits of recycling solid waste among households in Kaduna, North West Nigeria. Sustainable Cities and Society, 28, 297-306. https://doi.org/10.1016/j.scs.2016.10.004
Chanda, R. C., Isa, S. M., & Ahmed, T. (2023). Factors influencing customers’ green purchasing intention: evidence from developing country. Journal of Science and Technology Policy Management, ahead-of-print. https://doi.org/10.1108/JSTPM-03-2022-0044
Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: consumers’ perspective. Management Science and Engineering, 4(2), 27-39, https://doi.org/10.3968/j.mse.1913035X20100402.002
Chen, K., & Deng, T. (2016). Research on the green purchase intentions from the perspective of product knowledge. Sustainability, 8(9), 943. https://doi.org/10.3390/su8090943
Costa, C. S. R., da Costa, M. F., Maciel, R. G., Aguiar, E. C., & Wanderley, L. O. (2021). Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production, 313, 127964. https://doi.org/10.1016/j.jclepro.2021.127964
Ditlevsen, K., Sandøe, P., & Lassen, J. (2019). Healthy food is nutritious, but organic food is healthy because it is pure: The negotiation of healthy food choices by Danish consumers of organic food. Food Quality and Preference, 71, 46-53. https://doi.org/10.1016/j.foodqual.2018.06.001
Fraccascia, L., Giannoccaro, I., & Albino, V. (2018). Green product development: what does the country product space imply?. Journal of Cleaner Production, 170, 1076-1088, https://doi.org/10.1016/j.jclepro.2017.09.190
Glanz, K., Basil, M., Maibach, E., Goldberg, J., & Snyder, D. A. N. (1998). Why Americans eat what they do: taste, nutrition, cost, convenience, and weight control concerns as influences on food consumption. Journal of the American Dietetic Association, 98(10), 1118-1126. https://doi.org/10.1016/S0002-8223(98)00260-0
Han, H. (2020). Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products. Business Strategy and the Environment, 29(6), 2815-2828. https://doi.org/10.1002/bse.2545
Hossain, S. A., & Alam, M. S. (2022). Students’ Attitude towards Online Shopping & the Possibility to Facilitate Its Growth: A Study in Rajshahi City, Bangladesh. Bangladesh Journal of Multidisciplinary Scientific Research, 6(1), 8-14. https://doi.org/10.46281/bjmsr.v6i1.1875
Harahap, A., Zuhriyah, A., & Rahmayanti, H. (2018). Relationship between knowledge of green product, social impact and perceived value with green purchase behavior. In E3S Web of Conferences (Vol. 74, p. 04002). EDP Sciences.
Harris, L. C., & Goode, M. M. (2010). Online servicescapes, trust, and purchase intentions. Journal of services marketing, 24(3), 230-243. https://doi.org/10.1108/08876041011040631
Iqbal, J., Yu, D., Zubair, M., Rasheed, M. I., Khizar, H. M. U., & Imran, M. (2021). Health consciousness, food safety concern, and consumer purchase intentions toward organic food: The role of consumer involvement and ecological motives. Sage Open, 11(2), 21582440211015727. https://doi.org/10.1177/21582440211015727
Islam, K. M. A., Shahabuddin, A. M., Omeish, F., Bhuiyan, A. B., & Islam, S. (2023). Effects of brand awareness, religious belief, and brand trust on purchase intentions of halal products among young consumers. Innovative Marketing, 19(4), 247-256. http://dx.doi.org/10.21511/im.19(4).2023.20
Kautish, P., & Sharma, R. (2018). Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector. International Journal of Retail & Distribution Management, 46(10), 894-914. https://doi.org/10.1108/IJRDM-03-2018-0060
Kushwah, S., Dhir, A., & Sagar, M. (2019). Ethical consumption intentions and choice behavior towards organic food. Moderation role of buying and environmental concerns. Journal of Cleaner Production, 236, 117519. https://doi.org/10.1016/j.jclepro.2019.06.350
Law, M. M. S., Hills, P., & Hau, B. C. H. (2017). Engaging employees in sustainable development–a case study of environmental education and awareness training in Hong Kong. Business Strategy and the Environment, 26(1), 84-97. https://doi.org/10.1002/bse.1903
Lin, S. T., & Niu, H. J. (2018). Green consumption: Environmental knowledge, environmental consciousness, social norms, and purchasing behavior. Business Strategy and the Environment, 27(8), 1679-1688.
Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International journal of consumer studies, 32(2), 163-170. https://doi.org/10.1111/j.1470-6431.2007.00619.x
Mishal, A., Dubey, R., Gupta, O. K., & Luo, Z. (2017). Dynamics of environmental consciousness and green purchase behaviour: an empirical study. International Journal of Climate Change Strategies and Management, 9(5), 682-706. https://doi.org/10.1108/IJCCSM-11-2016-0168
Moorman, C., & Matulich, E. (1993). A model of consumers' preventive health behaviors: The role of health motivation and health ability. Journal of consumer research, 20(2), 208-228. https://doi.org/10.1086/209344
Nekmahmud, M., & Fekete-Farkas, M. (2020). Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation. Sustainability, 12(19), 7880.
Nguyen, T. K. C., Nguyen, D. M., Trinh, V. T., Tran, T. P. D., & Cao, T. P. (2020). Factors affecting intention to purchase green products in Vietnam. The Journal of Asian Finance, Economics and Business, 7(4), 205-211.
Pagiaslis, A., & Krontalis, A. K. (2014). Green consumption behavior antecedents: Environmental concern, knowledge, and beliefs. Psychology & Marketing, 31(5), 335-348. https://doi.org/10.1002/mar.20698
Policarpo, M. C., & Aguiar, E. C. (2020). How self-expressive benefits relate to buying a hybrid car as a green product. Journal of Cleaner Production, 252, 119859. https://doi.org/10.1016/j.jclepro.2019.119859
Prentice, C., Han, X. Y., Hua, L. L., & Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339-347. https://doi.org/10.1016/j.jretconser.2018.12.014
Parashar, S., Singh, S., & Sood, G. (2023). Examining the role of health consciousness, environmental awareness and intention on purchase of organic food: A moderated model of attitude. Journal of Cleaner Production, 386, 135553. https://doi.org/10.1016/j.jclepro.2022.135553
Parwez, M., Ansari, Z., & Mullick, N. H. (2022). Examining the antecedents of behavioral intention toward organic food in India. Sustainability and Climate Change, 15(6), 422-435.
Rose, M. P., & Shanthi, R. (2024). Amplifying Brand Reach through Youtube Influencers. Bangladesh Journal of Multidisciplinary Scientific Research, 9(3), 12-20. https://doi.org/10.46281/bjmsr.v9i3.2228
Ritter, Á. M., Borchardt, M., Vaccaro, G. L., Pereira, G. M., & Almeida, F. (2015). Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106, 507-520. https://doi.org/10.1016/j.jclepro.2014.11.066
Sharma, K., & Bansal, M. (2013). Environmental consciousness, its antecedents and behavioural outcomes. Journal of Indian Business Research, 5(3), 198-214. https://doi.org/10.1108/JIBR-10-2012-0080
Stanton, J. V., & Cook, L. A. (2019). Product knowledge and information processing of organic foods. Journal of Consumer Marketing, 36(1), 240-252. https://doi.org/10.1108/JCM-07-2017-2275
Suprihartini, L., Herdiansyah, D., & Fahrizal, M. (2022). The effects of green product knowledge, perceived price and government policy on green purchase intention in buying hybrid motor vehicles. Enrichment: Journal of Management, 12(5), 3730-3736.
Vermeir, I., & Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological economics, 64(3), 542-553. https://doi.org/10.1016/j.ecolecon.2007.03.007
Wang, S., Wang, J., Lin, S., & Li, J. (2019). Public perceptions and acceptance of nuclear energy in China: The role of public knowledge, perceived benefit, perceived risk and public engagement. Energy Policy, 126, 352-360. https://doi.org/10.1016/j.enpol.2018.11.040
Wang, H., Ma, B., & Bai, R. (2019). How does green product knowledge effectively promote green purchase intention?. Sustainability, 11(4), 1193. https://doi.org/10.3390/su11041193
Wang, S., Fan, J., Zhao, D., Yang, S., & Fu, Y. (2016). Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model. Transportation, 43, 123-143. https://link.springer.com/article/10.1007/s11116-014-9567-9
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: a moderated mediation model of perceived food quality and price sensitivity. International journal of environmental research and public health, 17(3), 850. https://doi.org/10.3390/ijerph17030850
Wandel, M., & Bugge, A. (1997). Environmental concern in consumer evaluation of food quality. Food quality and preference, 8(1), 19-26. https://doi.org/10.1016/S0950-3293(96)00004-3
Xu, X., Wang, S., & Yu, Y. (2020). Consumer’s intention to purchase green furniture: Do health consciousness and environmental awareness matter?. Science of the Total Environment, 704, 135275. https://doi.org/10.1016/j.scitotenv.2019.135275
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological economics, 134, 114-122. https://doi.org/10.1016/j.ecolecon.2016.12.019
Zameer, H., & Yasmeen, H. (2022). Green innovation and environmental awareness driven green purchase intentions. Marketing Intelligence & Planning, 40(5), 624-638. https://doi.org/10.1108/MIP-12-2021-0457
Ahmed, M. A., Arshad, A., Anwar ul Haq, M., & Akram, B. (2020). Role of environmentalism in the development of green purchase intentions: à moderating role of green product knowledge. International Journal of Sustainable Development and Planning, 15(7), 1101-1111.
Assarut, N., & Srisuphaolarn, P. (2010). Determinants of green product purchase intentions: The roles of environmental consciousness and product attributes. Chulalongkorn Business Review, 32(1), 108-122.
Abd’Razack, N. T., Medayese, S. O., Shaibu, S. I., & Adeleye, B. M. (2017). Habits and benefits of recycling solid waste among households in Kaduna, North West Nigeria. Sustainable Cities and Society, 28, 297-306. https://doi.org/10.1016/j.scs.2016.10.004
Chanda, R. C., Isa, S. M., & Ahmed, T. (2023). Factors influencing customers’ green purchasing intention: evidence from developing country. Journal of Science and Technology Policy Management, ahead-of-print. https://doi.org/10.1108/JSTPM-03-2022-0044
Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: consumers’ perspective. Management Science and Engineering, 4(2), 27-39, https://doi.org/10.3968/j.mse.1913035X20100402.002
Chen, K., & Deng, T. (2016). Research on the green purchase intentions from the perspective of product knowledge. Sustainability, 8(9), 943. https://doi.org/10.3390/su8090943
Costa, C. S. R., da Costa, M. F., Maciel, R. G., Aguiar, E. C., & Wanderley, L. O. (2021). Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production, 313, 127964. https://doi.org/10.1016/j.jclepro.2021.127964
Ditlevsen, K., Sandøe, P., & Lassen, J. (2019). Healthy food is nutritious, but organic food is healthy because it is pure: The negotiation of healthy food choices by Danish consumers of organic food. Food Quality and Preference, 71, 46-53. https://doi.org/10.1016/j.foodqual.2018.06.001
Fraccascia, L., Giannoccaro, I., & Albino, V. (2018). Green product development: what does the country product space imply?. Journal of Cleaner Production, 170, 1076-1088, https://doi.org/10.1016/j.jclepro.2017.09.190
Glanz, K., Basil, M., Maibach, E., Goldberg, J., & Snyder, D. A. N. (1998). Why Americans eat what they do: taste, nutrition, cost, convenience, and weight control concerns as influences on food consumption. Journal of the American Dietetic Association, 98(10), 1118-1126. https://doi.org/10.1016/S0002-8223(98)00260-0
Han, H. (2020). Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products. Business Strategy and the Environment, 29(6), 2815-2828. https://doi.org/10.1002/bse.2545
Hossain, S. A., & Alam, M. S. (2022). Students’ Attitude towards Online Shopping & the Possibility to Facilitate Its Growth: A Study in Rajshahi City, Bangladesh. Bangladesh Journal of Multidisciplinary Scientific Research, 6(1), 8-14. https://doi.org/10.46281/bjmsr.v6i1.1875
Harahap, A., Zuhriyah, A., & Rahmayanti, H. (2018). Relationship between knowledge of green product, social impact and perceived value with green purchase behavior. In E3S Web of Conferences (Vol. 74, p. 04002). EDP Sciences.
Harris, L. C., & Goode, M. M. (2010). Online servicescapes, trust, and purchase intentions. Journal of services marketing, 24(3), 230-243. https://doi.org/10.1108/08876041011040631
Iqbal, J., Yu, D., Zubair, M., Rasheed, M. I., Khizar, H. M. U., & Imran, M. (2021). Health consciousness, food safety concern, and consumer purchase intentions toward organic food: The role of consumer involvement and ecological motives. Sage Open, 11(2), 21582440211015727. https://doi.org/10.1177/21582440211015727
Islam, K. M. A., Shahabuddin, A. M., Omeish, F., Bhuiyan, A. B., & Islam, S. (2023). Effects of brand awareness, religious belief, and brand trust on purchase intentions of halal products among young consumers. Innovative Marketing, 19(4), 247-256. http://dx.doi.org/10.21511/im.19(4).2023.20
Kautish, P., & Sharma, R. (2018). Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector. International Journal of Retail & Distribution Management, 46(10), 894-914. https://doi.org/10.1108/IJRDM-03-2018-0060
Kushwah, S., Dhir, A., & Sagar, M. (2019). Ethical consumption intentions and choice behavior towards organic food. Moderation role of buying and environmental concerns. Journal of Cleaner Production, 236, 117519. https://doi.org/10.1016/j.jclepro.2019.06.350
Law, M. M. S., Hills, P., & Hau, B. C. H. (2017). Engaging employees in sustainable development–a case study of environmental education and awareness training in Hong Kong. Business Strategy and the Environment, 26(1), 84-97. https://doi.org/10.1002/bse.1903
Lin, S. T., & Niu, H. J. (2018). Green consumption: Environmental knowledge, environmental consciousness, social norms, and purchasing behavior. Business Strategy and the Environment, 27(8), 1679-1688.
Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International journal of consumer studies, 32(2), 163-170. https://doi.org/10.1111/j.1470-6431.2007.00619.x
Mishal, A., Dubey, R., Gupta, O. K., & Luo, Z. (2017). Dynamics of environmental consciousness and green purchase behaviour: an empirical study. International Journal of Climate Change Strategies and Management, 9(5), 682-706. https://doi.org/10.1108/IJCCSM-11-2016-0168
Moorman, C., & Matulich, E. (1993). A model of consumers' preventive health behaviors: The role of health motivation and health ability. Journal of consumer research, 20(2), 208-228. https://doi.org/10.1086/209344
Nekmahmud, M., & Fekete-Farkas, M. (2020). Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation. Sustainability, 12(19), 7880.
Nguyen, T. K. C., Nguyen, D. M., Trinh, V. T., Tran, T. P. D., & Cao, T. P. (2020). Factors affecting intention to purchase green products in Vietnam. The Journal of Asian Finance, Economics and Business, 7(4), 205-211.
Pagiaslis, A., & Krontalis, A. K. (2014). Green consumption behavior antecedents: Environmental concern, knowledge, and beliefs. Psychology & Marketing, 31(5), 335-348. https://doi.org/10.1002/mar.20698
Policarpo, M. C., & Aguiar, E. C. (2020). How self-expressive benefits relate to buying a hybrid car as a green product. Journal of Cleaner Production, 252, 119859. https://doi.org/10.1016/j.jclepro.2019.119859
Prentice, C., Han, X. Y., Hua, L. L., & Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339-347. https://doi.org/10.1016/j.jretconser.2018.12.014
Parashar, S., Singh, S., & Sood, G. (2023). Examining the role of health consciousness, environmental awareness and intention on purchase of organic food: A moderated model of attitude. Journal of Cleaner Production, 386, 135553. https://doi.org/10.1016/j.jclepro.2022.135553
Parwez, M., Ansari, Z., & Mullick, N. H. (2022). Examining the antecedents of behavioral intention toward organic food in India. Sustainability and Climate Change, 15(6), 422-435.
Rose, M. P., & Shanthi, R. (2024). Amplifying Brand Reach through Youtube Influencers. Bangladesh Journal of Multidisciplinary Scientific Research, 9(3), 12-20. https://doi.org/10.46281/bjmsr.v9i3.2228
Ritter, Á. M., Borchardt, M., Vaccaro, G. L., Pereira, G. M., & Almeida, F. (2015). Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106, 507-520. https://doi.org/10.1016/j.jclepro.2014.11.066
Sharma, K., & Bansal, M. (2013). Environmental consciousness, its antecedents and behavioural outcomes. Journal of Indian Business Research, 5(3), 198-214. https://doi.org/10.1108/JIBR-10-2012-0080
Stanton, J. V., & Cook, L. A. (2019). Product knowledge and information processing of organic foods. Journal of Consumer Marketing, 36(1), 240-252. https://doi.org/10.1108/JCM-07-2017-2275
Suprihartini, L., Herdiansyah, D., & Fahrizal, M. (2022). The effects of green product knowledge, perceived price and government policy on green purchase intention in buying hybrid motor vehicles. Enrichment: Journal of Management, 12(5), 3730-3736.
Vermeir, I., & Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological economics, 64(3), 542-553. https://doi.org/10.1016/j.ecolecon.2007.03.007
Wang, S., Wang, J., Lin, S., & Li, J. (2019). Public perceptions and acceptance of nuclear energy in China: The role of public knowledge, perceived benefit, perceived risk and public engagement. Energy Policy, 126, 352-360. https://doi.org/10.1016/j.enpol.2018.11.040
Wang, H., Ma, B., & Bai, R. (2019). How does green product knowledge effectively promote green purchase intention?. Sustainability, 11(4), 1193. https://doi.org/10.3390/su11041193
Wang, S., Fan, J., Zhao, D., Yang, S., & Fu, Y. (2016). Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model. Transportation, 43, 123-143. https://link.springer.com/article/10.1007/s11116-014-9567-9
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: a moderated mediation model of perceived food quality and price sensitivity. International journal of environmental research and public health, 17(3), 850. https://doi.org/10.3390/ijerph17030850
Wandel, M., & Bugge, A. (1997). Environmental concern in consumer evaluation of food quality. Food quality and preference, 8(1), 19-26. https://doi.org/10.1016/S0950-3293(96)00004-3
Xu, X., Wang, S., & Yu, Y. (2020). Consumer’s intention to purchase green furniture: Do health consciousness and environmental awareness matter?. Science of the Total Environment, 704, 135275. https://doi.org/10.1016/j.scitotenv.2019.135275
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological economics, 134, 114-122. https://doi.org/10.1016/j.ecolecon.2016.12.019
Zameer, H., & Yasmeen, H. (2022). Green innovation and environmental awareness driven green purchase intentions. Marketing Intelligence & Planning, 40(5), 624-638. https://doi.org/10.1108/MIP-12-2021-0457
Published
2024-08-06
How to Cite
Krings, W. J., Sharmen, S., Faisal-E-Alam, M., & Bhuiyan, A. B. (2024). DIVULGING YOUNG POPULATION’S WILLINGNESS TO PURCHASE GREEN PRODUCTS. Bangladesh Journal of Multidisciplinary Scientific Research, 9(3), 42-50. https://doi.org/10.46281/bjmsr.v9i3.2237
Section
Research Paper/Theoretical Paper/Review Paper/Short Communication Paper
Copyright (c) 2024 Werner J. Krings, Sayma Sharmen, Md. Faisal-E-Alam, Abul Bashar Bhuiyan
This work is licensed under a Creative Commons Attribution 4.0 International License.
