Analyzing Factors that Affect Green Purchase Behavior: From the Context of Bangladeshi Consumers

Literature Review

Purchase behavior refers to individuals style or pattern of purchasing products. This behavior depends on evaluation of the performance of the product, price, quality etc. Teng & Laroche (2007) [29] stated that having the intention to purchase a specific product requires an assessment of other products available in the market. Many marketers believe that the best way to understand consumers purchase behavior is to understand consumers current pattern of buying. Some marketers argue that there is a positive relation between consumers purchase behavior and their perception of quality about the specific product/brand Sudhir and Talukdar (2004) [30], Jaafar and Lalp (2011) [31].

Factors Affecting Purchasing Green Product

Professor Icek Ajzen in his book Attitude, Personality and Behavior 2nd edition (2005) defined attitude as a nature where ones response is favorable or unfavorable toward an object, person, institution or event. Also attitude defined as past experience which establishes a link between thoughts and behavior (Fill, 2006) [15]. Attitude plays an important role in consumer behavior and many researches have been conducted to understand consumers attitude toward different products but less attention given to green purchase behavior. This paper will focus on consumers attitudes toward green products.

H1: Write hypothesis on the basis of above discussion

Environmental awareness refers to the individuals perception of the consequences of human behavior on the environment (Kollmuss and Agyeman 2002) [16]. Local awareness refers to the local consumers perception about the local areas environmental problems. Some researchers found positive relation between individuals environmental awareness and human behavior (e.g., Barr 2003; Grob 1995; Strong 1998) [17]. Studies show that environmental awareness act as the first step toward environmentally sensitive behavior. A. J. Roberts (1996) [18] stated in his studies that degree of environmental awareness differentiates green consumers from non-green consumers.

H2: Write hypothesis on the basis of above discussion

Many studies showed peer influence on consumer behavior. Peer group influence has an important impact on teenagers social context (Brown, 1990) [19]. Researchers suggested that peers influence each other by different ways: Reinforcing and punishing agents (Lamb et al., 1980) [20] Modeling agents (Sagotsky and Lepper, 1982) [21] Objects for social comparisons (Shaffer, 1994) [22] Value-setter for a particular idea or behavior (Shaffer, 1994) [22] The social dynamic where individuals got influenced and displays similar attributes is called homophily (Ryan, 2001) [23]. Homophily of peer group values and behavior seen in activities like-smoking, drinking, drug use and dating (Urberg et al., 1997) [24]. Except risk-taking homophily peer group influence also found for some positive activities like- GPA, college aspirations, time spent on homework, general engagement in schoolwork, academic motivation and achievement (Ryan, 2001) [23]. Chen-Yu and Seock (2002) [25] have found peer group influence especially in clothing for adolescents. It is also found in Lascu and Zinkhan, (1999) [26] study that adolescents choice often depends on its peer group opinion. This paper focuses on to understand the peer influence on green product purchase decision.

H3: Write hypothesis on the basis of above discussion

Many studies on environmental knowledge gave mixed results and concluded by showing weak or nonsignificant relationship between environmental knowledge and behavior. Many research examined abstract or basic environmental knowledge whereas Schahn and Holzer (1990) [27] argues that concrete level of knowledge (specific solution-oriented behavioral knowledge) should be a necessary condition for taking the right action to protect environment. Researches concentrated more on concrete environmental knowledge of individuals reflected how individuals knowledge facilitates their behavioral commitment toward green products. Bang et al. (2000) [28] showed in their study that consumers who have more concern about environment are willing to pay more for renewable energy compare to those who have Page 3 of 4 less concern about environment. This paper focuses on the local consumers knowledge level and its impact on green product purchase.

H4: Write hypothesis on the basis of above discussion

Image, which is analyzed under relative advantage attribute in Diffusion of Innovations theory, is the degree to which adopting an innovation is perceived to be a status symbol and to provide a high profile (Moore & Benbasat, 1991). Lu et al. (2003) also utilized image with subjective norms, and analyzed the social influence which is considered as an influential factor affecting the acceptance of innovations. Hence, considering 3G mobile technology implementation in Bangladesh, image is considered as an effective factor influencing the acceptance of the technology.

H5: Write hypothesis on the basis of above discussion

Perceived benefits are beliefs about the positive results related to behaviors in response to perceived risk and include six characteristics: monetary economy, convenience, value, quality, expression, and entertainment [75]. Previous research highlighted that the perceived benefits correlate with sustainable building design. In particular, the benefits of economic and environmental aspects appear to be the most influential [76]. Consumers perceived benefits of green products will lead to a positive attitude towards purchase intent and higher satisfaction, but without adding benefits will have a negative relationship with greenwashing [2]. Perceived benefits mean that customers would like to obtain accurate and useful quality products by reducing uncertainty. Consumers always think that if they get several perceived benefits from a green product, then they will be influenced to purchase those products. Similarly, green foods have perceived benefits such as being good for health, good for the environment, pleasant to taste and preventing diseases [77,78]. Thus, the following hypothesis is proposed:

H6: Write hypothesis on the basis of above discussion

(a) After reading the literature review, develop hypotheses. Identify variables from hypothesis means dependent and independent variables. Draw a conceptual model. Prepare questionnaire on the basis of hypothesis. What should be sampling plan for this article? i. Population ii. Sampling frame iii. Sampling unit iv. Sampling technique v. Sample size