Green marketing impact on youth purchasing: Bangladesh district-wise study on consumer intentions

https://doi.org/10.35912/amor.v5i3.1818
Published: Mar 5, 2024

Abstract:

Purpose: In this comprehensive project, the primary objectives revolve around crafting an intricate model and delving into the intricate dynamics among key elements: green product (GPR), green price (GPI), green place (GPL), green promotion (GPO), and green perceived value (GPV), and their impact on customer purchase intention (CPI).

Research Methodology: This study was descriptive, and a convenience sampling technique was used to collect data. Primary and secondary data were used in this study. The empirical foundation is grounded in data collected from a robust sample of 235 young consumers. Rigorous analysis, employing SPSS version 26's descriptive, reliability, correlation, and multiple regression tools, was performed to extract meaningful insights.

Results: The findings reveal a positive correlation between green product (GPR), green price (GPI), green place (GPL), green promotion (GPO), and green perceived value (GPV) and customer purchase intention.

Limitations: It is worth noting that the study's demographic concentration in the Cumilla, Dhaka, and Chittagong districts may limit its generalizability to young consumers in Bangladesh.

Contribution: This study offers valuable recommendations for businesses, NGOs, governments, and other stakeholders to bolster their competitive positions and contribute to a sustainable environment.

Novelty: These insights underscore the need for nuanced strategies tailored to the diverse landscape of consumer behavior in Bangladesh.

Keywords:
1. Green Marketing
2. Customer Purchase Intention
3. Young Customers
4. Environmental Marketing
5. Green Bangladesh
Authors:
1 . Md. S. R. Tamim
Comilla University, Bangladesh
2 . Lipe Akter
Comilla University, Bangladesh
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How to Cite
Tamim, M. S. R., & Lipe Akter. (2024). Green marketing impact on youth purchasing: Bangladesh district-wise study on consumer intentions. Annals of Management and Organization Research, 5(3), 205–217. https://doi.org/10.35912/amor.v5i3.1818
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Issue & Section
Vol. 5 No. 3 (2024): February
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Albino, V., Balice, A., & Dangelico, R. M. (2009). Environmental strategies and green product development: an overview on sustainability?driven companies. Business Strategy and the Environment, 18(2), 83-96.

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    Arseculeratne, D., & Yazdanifard, R. (2014). How green marketing can create a sustainable competitive advantage for a business. International Business Research, 7(1), 130.

    Awan, U. (2011). Green marketing: Marketing strategies for the Swedish energy companies. International Journal of Industrial Marketing, 1(2), 1.

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    Chen, Y.-S., & Chang, C.-H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114, 489-500.

    Chen, Y.-S., Lin, M.-J. J., & Chang, C.-H. (2009). The positive effects of relationship learning and absorptive capacity on innovation performance and competitive advantage in industrial markets. Industrial Marketing Management, 38(2), 152-158.

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    Hashem, T. N., & Al-Rifai, N. A. (2011). The influence of applying green marketing mix by chemical industries companies in three Arab States in West Asia on consumer's mental image. International Journal of Business and Social Science, 2(3).

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    Lin, P.-C., & Huang, Y.-H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of cleaner production, 22(1), 11-18.

    Menon, S., Hansen, J., Nazarenko, L., & Luo, Y. (2002). Climate effects of black carbon aerosols in China and India. Science, 297(5590), 2250-2253.

    Nusraningrum, D., Mekar, T., Endri, E., & Ahmad, F. (2023). Does implementing green operation management affect the Sustainability of port operations in Labuan Bajo? Uncertain Supply Chain Management, 11(4), 1417-1426.

    Ottman, J., & Mallen, D. G. (2014). 5 green marketing strategies to earn consumer trust. Retrieved from https://www.greenbiz.com/article/5-green-marketing-strategies-earn-consumer-trust

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    Pahala, Y., Widodo, S., Kadarwati, K., Azhari, M., Muliyati, M., Lestari, N. I., . . . Endri, E. (2021). The Effects of Service Operation Engineering and Green Marketing on Consumer Buying Interest. Uncertain Supply Chain Management, 9(3), 603-608.

    Pickett?Baker, J., & Ozaki, R. (2008). Pro?environmental products: marketing influence on consumer purchase decision. Journal of consumer marketing, 25(5), 281-293.

    Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311-1319.

    Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157-165.

    Sarkar, A. (2012). Green branding and eco-innovations for evolving a sustainable green marketing strategy. Asia-Pacific Journal of Management Research and Innovation, 8(1), 39-58.

    Shil, P. (2012). Evolution and future of environmental marketing. Asia Pacific Journal of Marketing & Management Review, 1(3), 74-81.

    Siddique, M. Z. R., & Hossain, A. (2018). Sources of consumers awareness toward green products and its impact on purchasing decision in Bangladesh. Journal of Sustainable Development, 11(3), 9-22.

    Simon, B., Amor, M. B., & Földényi, R. (2016). Life cycle impact assessment of beverage packaging systems: focus on the collection of post-consumer bottles. Journal of cleaner production, 112, 238-248.

    Singh, E. (2015). Green marketing: A paradigm shift in the world of conventional marketing. International Journal of Multidisciplinary Research and Development, 2(1), 268-270.

    Singh, P., & Pandey, K. K. (2012). Green marketing: policies and practices for sustainable development. Integral Review, 5(1), 22-30.

    Sohail, M. S. (2017). Green marketing strategies: how do they influence consumer-based brand equity? Journal for Global Business Advancement, 10(3), 229-243.

    Solvalier, I. (2010). Green Marketing Strategies-Case Study about ICA Group AB. Karlstad University, Sweden.

    Sonnenberg, N., Jacobs, B., & Momberg, D. (2014). The role of information exposure in female university students’ evaluation and selection of eco-friendly apparel in the South African emerging economy. Clothing and Textiles Research Journal, 32(4), 266-281.

    Tamim, M. S., & Hossain, M. A. (2022). Investigating the factors affecting green brand equity: A study on young consumers in Bangladesh. International Journal of Social Science and Business, 13(1), 90-99.

    Yazdanifard, R., & Mercy, I. E. (2011). The impact of green marketing on customer satisfaction and environmental safety. Paper presented at the International conference on computer communication and management.

    Yener, D. (2015). Halal food market and opportunities for logistics sector Emerging research on Islamic marketing and tourism in the global economy (pp. 116-134): IGI Global.

    Zaman, A. U., Miliutenko, S., & Nagapetan, V. (2010). Green marketing or green wash?: A comparative study of consumers' behavior on selected Eco and Fair trade labeling in Sweden. Journal of Ecology and the Natural Environment, 2(6), 104-111.

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
  2. Albino, V., Balice, A., & Dangelico, R. M. (2009). Environmental strategies and green product development: an overview on sustainability?driven companies. Business Strategy and the Environment, 18(2), 83-96.
  3. Alniacik, U., & Yilmaz, C. (2012). The effectiveness of green advertising: influences of claim specificity, product's environmental relevance and consumers' pro-environmental orientation. Amfiteatru Economic Journal, 14(31), 207-222.
  4. Arseculeratne, D., & Yazdanifard, R. (2014). How green marketing can create a sustainable competitive advantage for a business. International Business Research, 7(1), 130.
  5. Awan, U. (2011). Green marketing: Marketing strategies for the Swedish energy companies. International Journal of Industrial Marketing, 1(2), 1.
  6. Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic & Political Studies, 5(1).
  7. Chen, Y.-S., & Chang, C.-H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114, 489-500.
  8. Chen, Y.-S., Lin, M.-J. J., & Chang, C.-H. (2009). The positive effects of relationship learning and absorptive capacity on innovation performance and competitive advantage in industrial markets. Industrial Marketing Management, 38(2), 152-158.
  9. Cherian, J., & Jacob, J. (2012). Green marketing: A study of consumers’ attitude towards environment friendly products.
  10. Coca-Cola. (n.d.). Sustainable Packaging Design. Retrieved from https://www.coca-colacompany.com/sustainability/packaging-sustainability/design
  11. D'Souza, C., Taghian, M., Lamb, P., & Peretiatkos, R. (2006). Green products and corporate strategy: an empirical investigation. Society and Business Review, 1(2), 144-157.
  12. Dauvergne, P., & Lister, J. (2012). Big brand sustainability: Governance prospects and environmental limits. Global environmental change, 22(1), 36-45.
  13. Delafrooz, N., & Goli, A. (2015). The factors affecting the green brand equity of electronic products: Green marketing. Cogent Business & Management, 2(1), 1079351.
  14. Durning, A. T. (1992). How much is enough?: The consumer society and the future of the earth: WW Norton & Company.
  15. Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing theory, 11(2), 143-163.
  16. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2010). Multivariate data analysis (7th edition). Harlow: Pearson Education Limited.
  17. Hartmann, P., Apaolaza Ibáñez, V., & Forcada Sainz, F. J. (2005). Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23(1), 9-29.
  18. Hashem, T. N., & Al-Rifai, N. A. (2011). The influence of applying green marketing mix by chemical industries companies in three Arab States in West Asia on consumer's mental image. International Journal of Business and Social Science, 2(3).
  19. Kalama, E. (2007). Green marketing practices by Kenya petroleum refineries: a study of the perception of the management of oil marketing companies in Kenya. University of NAIROBI.
  20. Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347.
  21. Lee, K.-H., & Shin, D. (2010). Consumers’ responses to CSR activities: The linkage between increased awareness and purchase intention. Public relations review, 36(2), 193-195.
  22. Lin, P.-C., & Huang, Y.-H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of cleaner production, 22(1), 11-18.
  23. Menon, S., Hansen, J., Nazarenko, L., & Luo, Y. (2002). Climate effects of black carbon aerosols in China and India. Science, 297(5590), 2250-2253.
  24. Nusraningrum, D., Mekar, T., Endri, E., & Ahmad, F. (2023). Does implementing green operation management affect the Sustainability of port operations in Labuan Bajo? Uncertain Supply Chain Management, 11(4), 1417-1426.
  25. Ottman, J., & Mallen, D. G. (2014). 5 green marketing strategies to earn consumer trust. Retrieved from https://www.greenbiz.com/article/5-green-marketing-strategies-earn-consumer-trust
  26. Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment: science and policy for sustainable development, 48(5), 22-36.
  27. Pahala, Y., Widodo, S., Kadarwati, K., Azhari, M., Muliyati, M., Lestari, N. I., . . . Endri, E. (2021). The Effects of Service Operation Engineering and Green Marketing on Consumer Buying Interest. Uncertain Supply Chain Management, 9(3), 603-608.
  28. Pickett?Baker, J., & Ozaki, R. (2008). Pro?environmental products: marketing influence on consumer purchase decision. Journal of consumer marketing, 25(5), 281-293.
  29. Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311-1319.
  30. Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157-165.
  31. Sarkar, A. (2012). Green branding and eco-innovations for evolving a sustainable green marketing strategy. Asia-Pacific Journal of Management Research and Innovation, 8(1), 39-58.
  32. Shil, P. (2012). Evolution and future of environmental marketing. Asia Pacific Journal of Marketing & Management Review, 1(3), 74-81.
  33. Siddique, M. Z. R., & Hossain, A. (2018). Sources of consumers awareness toward green products and its impact on purchasing decision in Bangladesh. Journal of Sustainable Development, 11(3), 9-22.
  34. Simon, B., Amor, M. B., & Földényi, R. (2016). Life cycle impact assessment of beverage packaging systems: focus on the collection of post-consumer bottles. Journal of cleaner production, 112, 238-248.
  35. Singh, E. (2015). Green marketing: A paradigm shift in the world of conventional marketing. International Journal of Multidisciplinary Research and Development, 2(1), 268-270.
  36. Singh, P., & Pandey, K. K. (2012). Green marketing: policies and practices for sustainable development. Integral Review, 5(1), 22-30.
  37. Sohail, M. S. (2017). Green marketing strategies: how do they influence consumer-based brand equity? Journal for Global Business Advancement, 10(3), 229-243.
  38. Solvalier, I. (2010). Green Marketing Strategies-Case Study about ICA Group AB. Karlstad University, Sweden.
  39. Sonnenberg, N., Jacobs, B., & Momberg, D. (2014). The role of information exposure in female university students’ evaluation and selection of eco-friendly apparel in the South African emerging economy. Clothing and Textiles Research Journal, 32(4), 266-281.
  40. Tamim, M. S., & Hossain, M. A. (2022). Investigating the factors affecting green brand equity: A study on young consumers in Bangladesh. International Journal of Social Science and Business, 13(1), 90-99.
  41. Yazdanifard, R., & Mercy, I. E. (2011). The impact of green marketing on customer satisfaction and environmental safety. Paper presented at the International conference on computer communication and management.
  42. Yener, D. (2015). Halal food market and opportunities for logistics sector Emerging research on Islamic marketing and tourism in the global economy (pp. 116-134): IGI Global.
  43. Zaman, A. U., Miliutenko, S., & Nagapetan, V. (2010). Green marketing or green wash?: A comparative study of consumers' behavior on selected Eco and Fair trade labeling in Sweden. Journal of Ecology and the Natural Environment, 2(6), 104-111.