Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Estimating green purchase behavior: an empirical study using integrated behavior model in Bangladesh

Estimating green purchase behavior: an empirical study using integrated behavior model in Bangladesh This paper aims to examine the exogenous effects of experiential attitude toward green (EAG), instrumental attitude toward green (IAG), injunctive norms on green (ING), descriptive norms about green (DNG), green perceived control (GPC) and green self-efficacy (GSE) on green purchase intention (GPI). Moreover, this paper also investigates the causal factors of green purchase behavior (GPB) considering green knowledge (GK), the salience of green behavior (SGB), environmental constraints (ECPG) and green habit (GH).Design/methodology/approachThe research model was adopted to measure the green behavior of Bangladeshi consumers using an integrated behavior model (IBM). The data were randomly collected from 372 respondents and partial least squares structural equation modeling (PLS-SEM) approach was used to test the hypotheses.FindingsPLS results imply that all independent variables (EAG; IAG; ING; DNG; GPC and GSE) impact GPI; and SGB, GH and GPI influence GPB. On the other hand, GK and ECPG have no significant effect on GPB.Research limitations/implicationsThere may present a gap in the outcomes of the study to signify the generalizability because the survey was conducted in some cities of Bangladesh which may not represent the country as a whole.Practical implicationsThis study anticipates the cause-effect relationship between GPI, GPB and their determinants. The results of the study can help marketers understand green consumer behavior and design appropriate strategies and tactics for new marketing challenges.Originality/valueThis research investigates green purchase behavior in a developing country. It empirically confirms the validity of IBM in assessing green behavior, especially for Bangladesh, a booming economy and suitable for investment. Although ample research explored green purchase behavior, green habit and saliency have not been considered in measuring green purchase behavior. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Asia Business Studies Emerald Publishing

Estimating green purchase behavior: an empirical study using integrated behavior model in Bangladesh

Download PDF
26 pages

Loading next page...
 
/lp/emerald-publishing/estimating-green-purchase-behavior-an-empirical-study-using-integrated-twSDZYv40g
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1558-7894
DOI
10.1108/jabs-04-2019-0120
Publisher site
See Article on Publisher Site

Abstract

This paper aims to examine the exogenous effects of experiential attitude toward green (EAG), instrumental attitude toward green (IAG), injunctive norms on green (ING), descriptive norms about green (DNG), green perceived control (GPC) and green self-efficacy (GSE) on green purchase intention (GPI). Moreover, this paper also investigates the causal factors of green purchase behavior (GPB) considering green knowledge (GK), the salience of green behavior (SGB), environmental constraints (ECPG) and green habit (GH).Design/methodology/approachThe research model was adopted to measure the green behavior of Bangladeshi consumers using an integrated behavior model (IBM). The data were randomly collected from 372 respondents and partial least squares structural equation modeling (PLS-SEM) approach was used to test the hypotheses.FindingsPLS results imply that all independent variables (EAG; IAG; ING; DNG; GPC and GSE) impact GPI; and SGB, GH and GPI influence GPB. On the other hand, GK and ECPG have no significant effect on GPB.Research limitations/implicationsThere may present a gap in the outcomes of the study to signify the generalizability because the survey was conducted in some cities of Bangladesh which may not represent the country as a whole.Practical implicationsThis study anticipates the cause-effect relationship between GPI, GPB and their determinants. The results of the study can help marketers understand green consumer behavior and design appropriate strategies and tactics for new marketing challenges.Originality/valueThis research investigates green purchase behavior in a developing country. It empirically confirms the validity of IBM in assessing green behavior, especially for Bangladesh, a booming economy and suitable for investment. Although ample research explored green purchase behavior, green habit and saliency have not been considered in measuring green purchase behavior.

Journal

Journal of Asia Business Studies – Emerald Publishing

Published: Nov 25, 2020

Keywords: Green behavior; Bangladeshi consumers; Green purchase behavior; Green purchase intention; Integrated behavior model

References

  • The theory of planned behavior
    Ajzen, I.
  • Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior
    Ajzen, I.
  • From intentions to actions: a theory of planned behavior
    Ajzen, I.; Kuhl, J.; Beckman, J.
  • Attitude-behavior relations: a theoretical analysis and review of empirical research
    Ajzen, I.; Fishbein, M.
  • Re-examining green purchase behavior and the green consumer profile: new evidences
    Akehurst, G.; Afonso, C.; Alves, H.M.G.
  • Current practices of green marketing and consumers’ attitude towards green consumption: a case study of some selected plastic-bottled soft drinks producing firms
    Alauddin, M.; Shah, G.H.; Hasan, M.
  • The effect of environmental concern and skepticism on green purchase behavior
    Albayrak, T.; Aksoy, S.; Caber, M.
  • The relationship between environmental disclosure quality and earnings quality: a panel study of an emerging market
    Alipour, M.; Ghanbari, M.; Jamshidinavid, B.; Taherabadi, A.
  • Socially responsible consumers: profile and implications for public policy
    Antil, J.H.
  • Edicting intentions to purchase organic food: the role of affective and moral attitudes in the theory of planned behavior
    Arvola, A.; Vassallo, M.; Dean, M.; Lampila, P.; Saba, A.; Lähteenmäki, L.; Shepherd, R.
  • Specification, evaluation, and interpretation of structural equation models
    Bagozzi, R.P.; Yi, Y.
  • The effects of gender and age on new technology implementation in a developing country: testing the theory of planned behavior (TPB)
    Baker, E.W.; Al-Gahtani, S.S.; Hubona, G.S.
  • Self efficacy: toward a unifying theory behavioral change
    Bandura, A.
  • Self-efficacy mechanism in psychobiologic functioning
    Bandura, A.; Schwarzer, R.
  • Toward a psychology of human agency
    Bandura, A.
  • Consumer concern, knowledge, belief, and attitude toward renewable energy: an application of the reasoned action theory
    Bang, H.K.; Ellinger, A.E.; Hadjimarcou, J.; Traichal, P.A.
  • Does environmental information overcome practice compartmentalization and change consumers’ behaviors?
    Bartiaux, F.
  • The health belief model and personal health behavior
    Becker, M.H.
  • Quantitative versus qualitative in neuromarketing research
    Bercea, M.D.
  • Perceived consumer effectiveness and faith in others as moderators of environmentally responsible behaviors
    Berger, I.E.; Corbin, R.M.
  • Green consumption, an analysis of behavioral approach
    Bhuiyan, S.U.; Azad, A.K.
  • Cultivating the green consumer
    Bonini, S.; Oppenheim, J.
  • Environmental issues: managing product switching intentions among Indonesian consumers
    Burhanudin, B.; Ferguson, D.
  • Green consumer behavior in an emerging economy: confusion, credibility, and compatibility
    Carrete, L.; Castaño, R.; Felix, R.; Centeno, E.; González, E.
  • Market segmentation of green consumers in Hong Kong
    Chan, K.
  • Determinants of Chinese consumers’ green purchase behavior
    Chan, R.Y.K.
  • Explaining green purchasing behavior
    Chan, R.Y.K.; Lau, L.B.Y.
  • Green movement in a newly industrializing area: a survey on the attitudes and behavior of the Hong Kong citizens
    Chan, R.Y.K.; Yam, E.
  • Evaluation of green hotel guests’ behavioral intention
    Chang, L.; Tsai, C.; Yeh, S.
  • Enhance green purchase intentions: the roles of green perceived value, green perceived risk, and green trust
    Chen, Y.S.; Chang, C.H.
  • Green hotel knowledge and tourists’ staying behavior
    Chen, A.; Peng, N.
  • Developing an extended theory of planned behavior model to predict consumers’ intention to visit green hotels
    Chen, M.F.; Tung, P.J.
  • The partial least squares approach to structural equation modeling
    Chin, W.W.; Marcoulides, G.A.
  • Structural equation modeling analysis with small samples using partial least squares
    Chin, W.; Newsted, P.R.; Hoyle, R.
  • Going green: a study of consumers’ willingness to pay for green products in Kota Kinabalu
    Chyong, H.T.; Phang, G.; Hasan, H.; Buncha, M.R.
  • Internal and external barriers to eco-conscious apparel acquisition
    Connell, K.Y.H.
  • Green consumption: life-politics, risk and contradictions
    Connolly, J.; Prothero, A.
  • Facing the backlash: green marketing and strategic reorientation in the 1990
    Crane, A.
  • The role of self-identity, past behavior and their interaction in predicting intention to purchase fresh and processed organic food
    Dean, M.; Raats, M.M.; Shepherd, R.
  • Can socio- demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation
    Diamantopoulos, A.; Schlegelmilch, B.B.; Sinkovics, R.R.; Bohlen, G.M.
  • Combining behavioral theories to predict recycling involvement
    do Valle, P.O.; Reis, E.; Menezes, J.; Rebelo, E.
  • Do we know what we need to know? Objective and subjective knowledge effects on pro-ecological behaviors
    Ellen, P.S.
  • Green buyer behavior: evidence from Asia consumers
    Eze, U.C.; Ndubisi, N.O.
  • A reasoned action approach: some issues, questions, and clarifications
    Fishbein, M.; Ajzen, I.; Albarracin, D.; Hornik, R.; Ajzen, I.; Albarracin, D.; Hornik, R.
  • Two structural equation models: LISREL and PLS applied to consumer exit-voice theory
    Fornell, C.; Bookstein, F.L.
  • Evaluating structural equation models with unobservable variables and measurement error
    Fornell, C.; Larcker, D.
  • Impact of environmental knowledge on ecological consumer behavior: an empirical analysis
    Fraj-Andrés, E.; Martínez-Salinas, E.
  • The influence of environmental knowledge and values on managerial behaviors on behalf of the environment: an empirical examination of managers in China
    Fryxell, G.; Lo, C.
  • Who’s reading the label? Millennials’ use of environmental product labels
    Furlow, N.E.; Knott, C.
  • Consumers’ purchasing behavior towards green products in New Zealand
    Gan, C.; Wee, H.Y.; Ozanne, L.; Kao, T.H.
  • Against the green: a multi-method examination of the barriers to green consumption
    Gleim, M.R.; Smith, J.S.; Andrews, D.; Cronin, J.J.
  • Predicting consumer intentions to purchase energy efficient products
    Ha, H.Y.; Janda, S.
  • Bangladesh in 2007: democracy interrupted, political and environmental challenges ahead
    Hagerty, D.T.
  • PLS-SEM: indeed a silver bullet
    Hair, J.F.; Ringle, C.M.; Sarstedt, M.
  • Application of the theory of planned behavior to green hotel choice: testing the effect of environmental friendly activities
    Han, H.; Hsu, L.T.J.; Sheu, C.
  • An investigation of green hotel customers’ decision formation: developing an extended model of the theory of planned behavior
    Han, H.; Kim, Y.
  • Hotel customers’ environmentally responsible behavioral intention: impact of key constructs on decision in green consumerism
    Han, H.; Yoon, H.
  • Towards sustainable consumption: an examination of environmental knowledge among Malaysians
    Haron, S.A.; Paim, L.; Yahaya, N.
  • Consumer attitude and purchase intention toward green energy brands: the roles of psychological benefits and environmental concern
    Hartmann, P.; Apaolaza-Ibáñez, V.
  • Relationships among attitudes and subjective norm: testing the theory of reasoned action across cultures
    Hee, S.P.
  • The ecologically concerned consumer and locus of control
    Henion, K.; Wilson, W.; Henion, K.; Kinnear, T.
  • The use of partial least squares path modeling in international marketing
    Henseler, J.; Ringle, C.; Sinkovics, R.; Sinkovics, R.; Ghauri, P.
  • Parent‐adolescent communication about sex and birth control: a conceptual framework
    Jaccard, J.; Dodge, T.; Dittus, P.
  • Who takes more sustainability-oriented entrepreneurial actions? the role of entrepreneurs’ values, beliefs and orientations
    Jahanshahi, A.; Brem, A.; Bhattacharjee, A.
  • Green marketing: an attitudinal and behavioral analysis of Indian consumers
    Jain, S.K.; Kaur, G.
  • Green marketing: an Indian perspective
    Jain, S.K.; Kaur, G.
  • Likert scale: explored and explained
    Joshi, A.; Kale, S.; Chandel, S.; Pal, D.K.
  • Do greens drive hummers or hybrids? Environmental ideology as a determinant of consumer choice
    Kahn, M.E.
  • Green marketing and Ajzen’s theory of planned behavior: a cross-market examination
    Kalafatis, S.P.; Pollard, M.; East, R.; Tsogas, M.H.
  • An empirical investigation of green purchase behavior among the young generation
    Kanchanapibul, M.; Lacka, E.; Wang, X.; Chan, H.K.
  • Application of an integrated behavioral model to understand HIV prevention behavior of high-risk men in rural Zimbabwe
    Kasprzyk, D.; Montaño, D.E.; Ajzen, I.; Albarracin, D.; Hornik, R.
  • Application of an integrated behavioral model to predict condom use: a prospective study among high HIV risk groups
    Kasprzyk, D.; Montaño, D.E.; Fishbein, M.
  • Theoretical determinants of condom use intentions for vaginal sex with a regular partner among male and female injecting drug users
    Kenski, K.; Appleyard, J.; Haeften, I.V.; Kasprzyk, D.; Fishbein, M.
  • The institutional foundations of materialism in Western societies: a conceptualization and empirical test
    Kilbourne, W.E.; Dorsch, M.J.; Mcdonagh, P.; Urien, B.; Prothero, A.; Grünhagen, M.
  • The effect of salience on mental accounting: how integration versus segregation of payment influences purchase decisions
    Kim, H.M.
  • Mind the gap: why do people act environmentally and what are the barriers to pro-environmental behavior?
    Kollmuss, A.; Agyeman, J.
  • Consumers’ willingness to pay for organic food: factors that affect it and variation per organic product type
    Krystallis, A.; Chryssohoidis, G.
  • Theory of planned behavior approach to understand the purchasing behavior for environmentally sustainable products
    Kumar, B.
  • Targeting consumers who are willing to pay more for environmentally friendly products
    Laroche, M.; Bergeron, J.; Barbaro-Forleo, G.
  • Impact of corporate sustainability reporting on firm performance: an empirical examination in Asia
    Laskar, N.
  • Effects of attitude and destination image on association members’ meeting participation intentions: development of meeting participation model
    Lee, M.J.
  • The green purchase behavior of Hong Kong young consumers: the role of peer influence, local environmental involvement, and concrete environmental knowledge
    Lee, K.
  • Understanding how consumers view green hotels: how a hotel’s green image can influence behavioral intentions
    Lee, J.S.; Hsu, L.T.; Han, H.; Kim, Y.
  • Evaluating the green advertising practices of international firms: a trend analysis
    Leonidou, L.C.; Leonidou, C.N.; Palihawadana, D.; Hultman, M.
  • Environmental attitudes, knowledge, intentions and behaviors among college students
    Levine, D.S.; Strube, M.J.
  • The influence factors on choice behavior regarding green products based on the theory of consumption values
    Lin, P.C.; Huang, Y.H.
  • Normative, gain and hedonic goal frames guiding environmental behavior
    Lindenberg, S.; Steg, L.
  • Sustainable consumption: green purchasing behaviors of urban residents in China
    Liu, X.; Wang, C.; Shishime, T.; Fujitsuka, T.
  • Public procurement and corruption in Bangladesh confronting the challenges and opportunities
    Mahmood, S.A.I.
  • Role of ICT in promoting sustainable consumption and production patterns - a guideline in the context of Bangladesh
    Majid, M.E.
  • Dynamics of environmental consciousness and green purchase behaviour: an empirical study
    Mishal, A.; Dubey, R.; Gupta, O.K.; Luo, Z.
  • Theory of reasoned action, theory of planned behavior, and the integrated behavioral model
    Montaño, D.E.; Kasprzyk, D.; Glanz, K.; Rimer, B.K.; Viswanath, K.
  • Thinking green, buying green? Drivers of pro-environmental purchasing behavior
    Moser, A.K.
  • A hierarchical analysis of the green consciousness of the Egyptian consumer
    Mostafa, M.M.
  • Shades of green: a psychographic segmentation of the green consumer in Kuwait using self-organizing maps
    Mostafa, M.M.
  • Green products purchases: structural relationships of consumers’ perception of eco-label, eco-brand and environmental advertisement
    Norazah, M.S.
  • Young consumer ecological behavior: effects of environmental knowledge, healthy food, and healthy way of life with the moderation of gender and age
    Norazah, M.S.
  • Consumption values and consumer environmental concern of green products
    Norazah, M.S.; Norbayah, M.S.
  • Marketing and neuroscience: what drives customer decisions?
    O’Connell, B.; Walden, S.; Pohlmann, A.
  • Green segmentation: an application to the Portuguese consumer market
    Paco, A.; Rapose, M.
  • Exploring the gap between attitudes and behavior: understanding why consumers buy or do not buy organic food
    Padel, S.; Foster, C.
  • Green consumption behavior antecedents: environmental concern, knowledge, and beliefs
    Pagiaslis, A.; Krontalis, A.K.
  • Predicting green product consumption using theory of planned behavior and reasoned action
    Paul, J.; Modi, A.; Patel, J.
  • Green consumption: behavior and norms
    Peattie, K.
  • Green marketing
    Peattie, K.; Charter, M.; Baker, M.
  • Caveat emptord-let the buyer beware! environmental labeling and the limitations of green consumerism
    Pedersen, E.R.; Neergaard, P.
  • An introduction to green marketing
    Polonsky, M.J.
  • The impact of general and carbon-related environmental knowledge on attitudes and behaviour of US consumers
    Polonsky, M.J.; Vocino, A.; Grau, S.L.; Garma, R.; Ferdous, A.S.
  • Intention to buy eco-friendly packaged products among young consumers of India: a study on developing nation
    Prakash, G.; Pathak, P.
  • Effect of perceived brand environment-friendliness on Indian consumer attitude and purchase intention
    Punyatoya, P.
  • Investigation of green marketing tools’ effect on consumers
    Rahbar, E.; Wahid, N.A.
  • Influence of green marketing on consumer behavior: a realistic study on Bangladesh
    Rahman, A.S.; Barua, A.; Hoque, R.; Zahir, M.R.
  • Green product purchase intention: some insights from a developing country
    Ramayah, T.; Lee, J.W.C.; Mohamad, O.
  • Urbanization and sustainability: challenges and strategies for sustainable urban development in Bangladesh
    Rana, M.M.P.
  • Enhancing the green purchase intention based on green marketing: an empirical study from Pakistan
    Rizwan, M.; Ahmad, S.U.; Mehboob, N.
  • Attitudes, decisions, and habits as determinants of repeated behavior
    Ronis, D.L.; Yates, J.F.; Kirscht, J.P.; Pratkanis, A.R.; Breckler, S.J.; Greenwald, A.G.
  • Attitudes towards organic foods and risk/benefit perception associated with pesticides
    Saba, A.; Messina, F.
  • Consumer driven corporate environmentalism: fact or fiction?
    Sandhu, S.; Ozanne, L.K.; Smallman, C.; Cullen, R.
  • The link between green purchasing decisions and measures of environmental consciousness
    Schlegelmilch, B.B.; Bohlen, G.M.; Diamantopoulos, A.
  • Proposed model for predicting environmental purchase behavior of consumers
    Shabnam, S.
  • Green consumerism: overview and further research directions
    Sharma, A.; Joshi, S.
  • The theory of reasoned action: a meta-analysis of past research with recommendations for modifications and future research
    Sheppard, B.H.; Hartwick, J.; Warshaw, P.R.
  • Sources of consumers awareness toward green products and its impact on purchasing decision in Bangladesh
    Siddique, M.Z.R.; Hossain, A.
  • Factors influencing the rate of recycling: an analysis of Minnesota counties
    Sidique, S.F.; Joshi, S.V.; Lupi, F.
  • Green marketing: a study of consumer attitude and environmental concern
    Singh, A.K.; Bansal, M.
  • Self-identity and the theory of planned behavior: assessing the role of identification with green consumerism
    Sparks, P.; Shepherd, R.
  • Bangladesh - employment by economic sector statistics
  • Promoting household energy conservation
    Steg, L.
  • Encouraging pro-environmental behavior: an integrative review and research agenda
    Steg, L.; Vlek, C.
  • Environmental segmentation alternatives: a look at green consumer behavior in the new millennium
    Straughan, R.D.; Roberts, J.A.
  • Promoting sustainable consumption: determinants of green purchases by Swiss consumers
    Tanner, C.; Kast, S.W.
  • Subjective norms, attitudes and intentions of Finnish consumers in buying organic food
    Tarkiainen, A.; Sundqvist, S.
  • An integrated model of waste management behavior a test of household recycling and composition intentions
    Taylor, S.; Todd, P.
  • PLS path modelling
    Tenenhaus, M.; Esposito, V.; Chatelin, Y.M.; Lauro, C.
  • Integrating altruism and the theory of planned behavior to predict patronage intention on green hotel
    Teng, Y.M.; Wu, K.S.; Liu, H.H.
  • Consumer decision-making with regard to organic food products
    Thøgersen, J.
  • Values, attitudes, and interpersonal iehavior
    Triandis, H.C.; Howe, H.E.; Page, M.
  • Dimensions of cultural variations as parameters of organizational theories
    Triandis, H.C.
  • Attitudes and behavior towards organic products: an exploratory study
    Tsakiridou, E.; Boutsouki, C.; Zotos, Y.; Mattas, K.
  • Purchasing green to become greener: factors influence consumers’ green purchasing behavior
    Vazifehdoust, H.; Taleghani, M.; Esmaeilpour, F.; Nazari, K.; Khadang, M.
  • Sustainable food consumption: exploring the consumer attitude–behavioral intention gap
    Vermeir, I.; Verbeke, W.
  • Analyzing data to obtain information to design targeted interventions
    Von Haeften, H.I.; Fishbein, M.; Kasprzyk, D.; Montaño, D.
  • Factors influencing sustainable consumption behaviors: a survey of the rural residents in China
    Wang, P.; Liu, Q.; Qi, Y.
  • Determinants of pro-environmental consumption: the role of reference groups and routine behavior
    Welsch, H.; Kühling, J.
  • Using PLS path modelling for assessing hierarchical construct models: guidelines and empirical illustration
    Wetzels, M.; Schroder, G.O.; Oppen, V.C.
  • Marketing strategies and market prospects for environmentally-friendly consumer products
    Wong, V.; Turner, W.; Stoneman, P.
  • Overview: the world bank in Bangladesh
  • Young consumers' intention towards buying green products in a developing nation: extending the theory of planned behavior
    Yadav, R.; Pathak, G.S.
  • Dissecting public sector corruption in Bangladesh: issues and problems of control
    Zafarullah, H.; Siddiquee, N.A.
  • The influence of greenwashing perception on green purchasing intentions: the mediating role of green word-of-mouth and moderating role of green concern
    Zhang, L.; Li, D.; Cao, C.; Huang, S.
  • What affects green consumer behavior in China? A case study from Qingdao
    Zhao, H.H.; Gao, Q.; Wu, Y.P.; Wang, Y.; Zhu, X.D.
  • The moderating role of human values in planned behavior: the case of Chinese consumers’ intention to buy organic food
    Zhou, Y.; Thogersen, J.; Ruan, Y.; Huang, G.
  • Green food consumption intention, behaviors and influencing factors among Chinese consumers
    Zhu, Q.; Li, Y.; Geng, Y.; Qi, Y.
  • Household waste management in a Swedish municipality: determinants of waste disposal, recycling and composting
    Bartelings, H.; Sterner, T.
  • Factors affecting consumers’ green purchasing behavior: an integrated conceptual framework
    Kaufmann, H.R.; Panni, M.F.A.K.; Orphanidou, Y.
  • Correlates of environmental behaviors: bringing back social context
    Olli, E.; Grendstad, D.; Wollebark, D.
  • Values, attitudes, and interpersonal behavior
    Triandis, H.C.
  • Wind power implementation: the nature of public attitudes: equity and fairness instead of backyard motives
    Wolsink, M.