top of page
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
crossref
doi
open access

Published: 17 November 2021

Towards Sustainable Consumption: Driving Forces behind Bangladeshi Consumers’ Behavior

Sanju Karmokar, Kamrul Hasan, Md. Ayatullah Khan, Kazi Humayun Kabir

Khulna University (Bangladesh), The University of Hong Kong (Hong Kong)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

Download Full-Text Pdf

doi

10.31014/aior.1992.04.04.389

Pages: 12-22

Keywords: Sustainable Consumption, Driving Forces, Bangladeshi Consumers’ Behavior

Abstract

If stakeholders, service providers, and social systems adopt sustainable consumption behavior and regulate the production and consumption cycle, they may be facilitated to accomplish sustainable development with environmental and socioeconomic advantages. However, the purpose of this study was to look at the driving forces that influence consumer behavior in Bangladesh in terms of sustainable consumption. A quantitative survey was conducted among 384 participants aged 18 years and having minimum higher secondary educational qualifications. The data were collected from Khulna City Corporation of Bangladesh through a structured interview schedule using the convenience sampling technique. The results reported that environmental concern of the participants was found to be the top-ranked driving force and perceived environmental knowledge of the participants was the lowliest ranked driving force behind the consumers’ behavior towards sustainable consumption. Alongside, attitude towards eco-friendly products, perceived consumer effectiveness and sustainable consumption intention were found to be the second, third and fourth ranked driving forces, respectively. The authors hope and anticipate that the findings of this paper will give critical information to relevant authorities and policymakers in order to develop market research and management policies and strategies.

References

  1. Akehurst, G., Afonso, C., & Gonçalves, H. M. (2012). Re‐examining green purchase behaviour and the green consumer profile: new evidences. Management Decision. https://doi.org/10.1108/00251741211227726

  2. Banglapedia. (2014). Khulna City Corporation. Asiatic Society. Retrieved October 13 from http://en.banglapedia.org/index.php?title=Khulna_City_Corporation

  3. Bartels, J., & Hoogendam, K. (2011). The role of social identity and attitudes toward sustainability brands in buying behaviors for organic products. Journal of Brand Management, 18(9), 697-708. https://doi.org/10.1057/bm.2011.3

  4. Bonini, S., & Oppenheim, J. (2008). Cultivating the green consumer. Stanford Social Innovation Review, 6(4), 56-61.

  5. Bougherara, D., & Combris, P. (2009). Eco-labelled food products: what are consumers paying for? European review of agricultural economics, 36(3), 321-341. https://doi.org/10.1093/erae/jbp023

  6. Carrete, L., Castaño, R., Felix, R., Centeno, E., & González, E. (2012). Green consumer behavior in an emerging economy: confusion, credibility, and compatibility. Journal of consumer marketing, 29(7), 470-481. https://doi.org/10.1108/07363761211274983

  7. Chan, R. Y. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & marketing, 18(4), 389-413. https://doi.org/10.1002/mar.1013

  8. Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: Consumers’ perspective. Management science and engineering, 4(2), 27-39. https://doi.org/10.3968/j.mse.1913035X20100402.002

  9. Corporation, K. C. (2019). About KCC/Basic Statistics. Retrieved October 13 from http://www.khulnacity.org/Content/index.php?page=About_KCC&Y2o&pid=30

  10. Dagher, G., & Itani, O. (2012). The influence of environmental attitude, environmental concern and social influence on green purchasing behavior. Review of Business Research, 12(2), 104-111.

  11. Dagher, G. K., & Itani, O. (2014). Factors influencing green purchasing behaviour: Empirical evidence from the Lebanese consumers. Journal of Consumer Behaviour,13(3), 188-195. https://doi.org/10.1002/cb.1482

  12. Datta, S. K. (2011). Pro-environmental concern influencing green buying: A study on Indian consumers. International Journal of Business and Management, 6(6), 124-133.

  13. Ertz, M., Karakas, F., & Sarigöllü, E. (2016). Exploring pro-environmental behaviors of consumers: An analysis of contextual factors, attitude, and behaviors. Journal of Business Research, 69(10), 3971-3980. https://doi.org/10.1016/j.jbusres.2016.06.010

  14. Haron, S. A., Paim, L., & Yahaya, N. (2005). Towards sustainable consumption: an examination of environmental knowledge among Malaysians. International Journal of Consumer Studies, 29(5), 426-436. https://doi.org/10.1111/j.1470-6431.2005.00460.x

  15. Hossain, M. S. (2018). Professed Factors Influencing Environmentally Sustainable Household Consumer Behavior: Bangladesh Perspective. International Journal of Business Society, 2(8), 54-64.

  16. Jain, S. K., & Kaur, G. (2006). Role of socio-demographics in segmenting and profiling green consumers: an exploratory study of consumers in India. Journal of International Consumer Marketing, 18(3), 107-146. https://doi.org/10.1300/J046v18n03_06

  17. Jaiswal, D., & Singh, B. (2018). Toward sustainable consumption: Investigating the determinants of green buying behaviour of Indian consumers. Business Strategy & Development, 1(1), 64-73. https://doi.org/10.1002/bsd2.12

  18. Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic management review, 3(1-2), 128-143. https://doi.org/10.1016/j.ism.2015.04.001

  19. Kanchanapibul, M., Lacka, E., Wang, X., & Chan, H. K. (2014). An empirical investigation of green purchase behaviour among the young generation. Journal of Cleaner Production,66, 528-536. https://doi.org/10.1016/j.jclepro.2013.10.062

  20. Kang, J., Liu, C., & Kim, S. H. (2013). Environmentally sustainable textile and apparel consumption: the role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies, 37(4), 442-452. https://doi.org/10.1111/ijcs.12013

  21. Kim, Y. (2011). Understanding green purchase: The influence of collectivism, personal values and environmental attitudes, and the moderating effect of perceived consumer effectiveness. Seoul Journal of Business, 17(1), 65-92.

  22. Kim, Y., & Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. ACR North American Advances, 32, 592-599.

  23. Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of marketing, 75(4), 132-135. https://doi.org/10.1509/jmkg.75.4.132

  24. Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of retailing and consumer services, 34, 1-9. https://doi.org/10.1016/j.jretconser.2016.09.004

  25. Lai, C. K., & Cheng, E. W. (2016). Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal, 53(1), 67-76. https://doi.org/10.1016/j.soscij.2015.11.003

  26. Laroche, M., Bergeron, J., & Barbaro‐Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of consumer marketing. https://doi.org/10.1108/EUM0000000006155

  27. Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing intelligence & planning. https://doi.org/10.1108/02634500810902839

  28. Mostafa, M. M. (2006). Antecedents of Egyptian consumers' green purchase intentions: A hierarchical multivariate regression model. Journal of International Consumer Marketing,19(2), 97-126. https://doi.org/10.1300/J046v19n02_06

  29. Mostafa, M. M. (2007a). Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31(3), 220-229. https://doi.org/10.1111/j.1470-6431.2006.00523.x

  30. Mostafa, M. M. (2007b). A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology & marketing, 24(5), 445-473. https://doi.org/10.1002/mar.20168

  31. Naing, L., Winn, T., & Rusli, B. (2006). Practical issues in calculating the sample size for prevalence studies. Archives of orofacial Sciences, 1, 9-14.

  32. Newton, P., & Meyer, D. (2013). Exploring the attitudes-action gap in household resource consumption: does “environmental lifestyle” segmentation align with consumer behaviour? Sustainability, 5(3), 1211-1233. https://doi.org/10.3390/su5031211

  33. Ottman, J. A. (2011). The new rules of green marketing: Strategies, tools and inspiration of sustainable branding. Greenleaf Publishing Ltd.

  34. Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of retailing and consumer services, 29, 123-134. https://doi.org/10.1016/j.jretconser.2015.11.006

  35. Peattie, K. (2010). Green consumption: behavior and norms. Annual review of environment and resources, 35, 195–228. https://doi.org/10.1146/annurev-environ-032609-094328

  36. Programme, U. N. D. (2018). About Bangladesh. Retrieved October 13 from https://www.bd.undp.org/content/bangladesh/en/home/countryinfo/

  37. Tan, B.-C. (2011). The roles of knowledge, threat, and PCE on green purchase behaviour. International Journal of Business and Management, 6(12), 14. https://doi.org/10.5539/ijbm.v6n12p14

  38. Vermillion, L. J., & Peart, J. (2010). Green marketing: Making sense of the situation. Allied Academies International Conference. Academy of Marketing Studies. Proceedings,

  39. Wang, P., Liu, Q., & Qi, Y. (2014). Factors influencing sustainable consumption behaviors: a survey of the rural residents in China. Journal of Cleaner Production,63, 152-165. https://doi.org/10.1016/j.jclepro.2013.05.007

  40. Weber, T., Baier, K., & Willers, C. (2015). Sustainable (green) food and purchase intention–an analysis of influence factors. International journal on advanced science, engineering and information technology, 5(4), 311-313.

  41. Wei, C. F., Chiang, C. T., Kou, T. C., & Lee, B. C. (2017). Toward sustainable livelihoods: Investigating the drivers of purchase behavior for green products. Business Strategy and the Environment, 26(5), 626-639. https://doi.org/10.1002/bse.1942

  42. Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739. https://doi.org/10.1016/j.jclepro.2016.06.120

bottom of page