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Structural equation modeling reveals factors influencing green purchase intention in young consumers, suggesting policy implications.
The objective of present study is to investigate green purchase behavior among 422 young Bangladeshi consumers, an environmentally attractive sector. The theoretical foundation comprises TPB, alongside four supplementary constructs, environmental drive as moderator, and green purchase intention as mediator in relation to green purchase. According to structural equation modeling, Ge-WOM, GSI, GPS, and BGC affect GPI. GPB is impacted by Ge-WOM, GSI, BGC, GPI. ED hardly moderates GPI-GPB relationship, although Ge-WOM, GSI, GPS, and BGC with GPB are mediated by GPI. The study expands research on young consumers' unique personal and societal values, highlighting the implications for policymakers and marketers.
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Maisha et al. (2025) studied this question.
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