FACTORS AFFECTING BUYING INTENTION OF GREEN PRODUCTS: A STUDY ON DIGITAL NATIVE CUSTOMERS IN BANGLADESH

Abstract

With the escalating awareness of environmental impact, consumers are increasingly prioritizing eco-friendly choices in their purchasing decisions. Therefore, this study aims to investigate the factors that influence the intention of digital native consumers in Bangladesh to purchase green products. The study collected 2,625 survey responses and used Structural Equation Modeling (SEM) to analyze the data. The findings indicate that several key factors, namely, social sustainability consciousness, environmental sustainability consciousness, green purchase behaviour, health consciousness and green buying intension have positive and significant impacts on consumers’ choice for green consumption. This research makes a valuable addition to the existing literature on consumer behavior by focusing on digital native consumers’ intention to purchase environmentally friendly products and services. The study findings might help policymakers and businessmen comprehend the factors that motivate customers to purchase green products. As a result, it might be useful to develop effective policies and agendas for environmental sustainability.