Analyzing factors that affect green purchase behavior: From the context of Bangladeshi consumer

Abstract

Across the globe acceptance of green products are increasing. This study tries to investigate the scenario from the context of Bangladesh. It focuses on the factors affecting consumers’ attitude and their buying behavior. This study tries to understand the consumers’ attitude, intention and behavior based on theory of planned behavior. It examines four factors that has direct influence on consumer purchase behavior and these factors are- attitude, local environmental awareness, peer influence and knowledge. This paper investigates and tries to understand the purchase behavior of green products of Bangladeshi consumers. In this study quantitative approach has been used. Data was collected from different supermarkets in specific places in Dhaka city.