Title:
THE IMPACT OF CULTURAL VALUES ON GREEN PURCHASE INTENTION OF YOUTHS IN A DEVELOPING NATION: EMPIRICAL EVIDENCE FROM BANGLADESH

Authors:
Imtiaz Uddin Chowdhury, Dr. Mohammed Javed Hossain, Dr. Mohammed Alamgir, Bangladesh

Abstract:

The present study investigates the impact of young Bangladeshi consumers' cultural values (i.e. collectivism, long-term orientation, and man-nature orientation) on the green product purchase intention mediated by their attitudes. For the study, empirical data were collected from 404 young Bangladeshi consumers aged between 18 and 32 by conducting a formal questionnaire survey. The structural equation modeling technique was applied for testing the hypotheses of the study. The findings suggest that collectivism, long-term orientation, and man-nature orientation have significant impacts on young consumers' attitudes towards green products, which significantly affects green product purchase intentions. The study's findings draw a critical path to explain green purchase intention through the lens of individual cultural orientations. The study provides valuable insights for the respective policymakers and marketing practitioners in finding ways to enhance the green product purchase intention and pro-environmental behavior among young consumers.