The Role of Perceived Value and Green Consumption Attitude on Purchase Intention of Eco-Bag: A Study on Young Consumers

Q3 Business, Management and Accounting Jurnal Pengurusan Pub Date : 2022-09-01 DOI:10.17576/pengurusan-2022-65-03

H. M. Kamrul, Hassan Mohammed, Shahedul Quader, Salma Aktar

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引用次数: 3

Abstract

In recent decades, consumers have been eventually shifting towards responsive green consumption behaviour. This study will examine the role of the perceived value (social value, environmental value and economic value) on green consumption attitude and which, in turn, affects young consumers' purchase intention towards eco-bag. A conceptual model was adopted by developing hypotheses and analysed through structural equation modelling. The survey was performed where data were obtained from 373 young consumers from Chattogram, the commercial capital of Bangladesh. The empirical results suggest that economic value, social value and environmental value have a significant and positive influence on the green consumption attitude. Furthermore, green consumption attitude is also found to be a critical factor influencing the intention of young consumers for purchasing eco-bag. This research will help marketers, policymakers, and concerned stakeholders to create awareness among customers regarding eco-bag usage benefits and drive the industry towards sustainability and enhance green revolution to the competitive market structure.

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感知价值和绿色消费态度对生态袋购买意愿的影响——基于年轻消费者的研究

近几十年来，消费者最终转向了响应型绿色消费行为。本研究将考察感知价值（社会价值、环境价值和经济价值）对绿色消费态度的影响，进而影响年轻消费者对生态袋的购买意愿。通过发展假设采用了概念模型，并通过结构方程模型进行了分析。这项调查的数据来自孟加拉国商业首都查图姆的373名年轻消费者。实证结果表明，经济价值、社会价值和环境价值对绿色消费态度有显著的正向影响。此外，绿色消费态度也是影响年轻消费者购买环保袋意愿的关键因素。这项研究将帮助营销人员、政策制定者和相关利益相关者在客户中提高对环保袋使用效益的认识，推动行业走向可持续发展，并促进竞争性市场结构的绿色革命。

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Jurnal Pengurusan Business, Management and Accounting-Business and International Management

CiteScore

1.20

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0.00%

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期刊介绍： Jurnal Pengurusan (UKM Journal of Management) is published three times a year in June, September and December by UKM Press, Universiti Kebangsaan Malaysia. It publishes original works that advance knowledge of theory, practice and research across the business management discipline. It aims to provide Asian regional perspectives on management of benefit to scholars, educators, students, practitioners, policy-makers and consultants worldwide. The research covers organizational and individual level of analysis in the field of management, managerial accounting, finance and banking, marketing, entrepreneurship and other related areas. This journal accepts both empirical and conceptual research papers with relevant methodological approaches.