Consumers’ Actual Purchase Behaviour towards Green Products in Bangladesh

Md. Sakibur Rahman, Mst. Anjuman Ara, Md. Abdul Alim
Department of Marketing, University of Rajshahi

Teck Weng Jee, Rodney Thiam Hock Lim
School of Business, Swinburne University of Technology Sarawak


Global climate change is increasing at an alarming rate worldwide, with many developing countries reaching the limits of their ability to cope. While these countries must adopt environmentally sustainable behaviours, problems with awareness and purchase behaviours among the population remain formidable challenges to overcome. Within the context of Bangladesh, this study attempts to test consumers’ actual purchase behaviour towards green products. Employing the Theory of Planned Behaviour (TPB), a survey of 240 consumers, and Partial Least Squares-based Structural Equation Modelling (PLS-SEM) analysis, it was found that consumer attitude towards the environment, subjective norms, and perceived behavioural control have a significantly positive influence on behavioural intention, while behavioural intention has a significantly positive influence on actual purchase behaviour. The discussions along with the theoretical and practical implications presented at the end of this study are helpful for policy-makers, investors, and the related stakeholders. The conclusions, limitations, and future research directions are also discussed.

Keywords: Actual purchase behaviour, Behavioural intention, Bangladesh, Green product