Green Products' Attributes and Price: How Do They Affect Consumers' Green Purchasing Behavior and Loyalty Status in Bangladesh?

Volume 13 Issue 3 December - February 2019

Research Paper

Green Products' Attributes and Price: How Do They Affect Consumers' Green Purchasing Behavior and Loyalty Status in Bangladesh?

Md. Shahinur Rahman*

Department of Marketing, University of Barisal, Barisal, Bangladesh.

Rahman, S. MD., (2019). Green Products' Attributes and Price: How Do They Affect Consumers' Green Purchasing Behavior and Loyalty Status in Bangladesh?. i-manager's Journal on Management, 13(3), 12 - 21. https://doi.org/10.26634/jmgt.13.3.15066

Abstract

The eco-friendly attributes of green products always explain why they are worthy of contributing to environmental protection and making consumers loyal to them. The aim of the study is to investigate the impact of green products' attributes and price on green purchasing behavior, which influences ultimately consumer loyalty status. A total of 16 research questions were distributed to 210 respondents, who are from Khulna city and have used at least one green product in their lifetime. In addition, structural equation modeling was employed to measure the impacts of four constructs that were analyzed in the study via AMOS 23. Moreover, the results of the study show that both attributes and price of green products significantly influence the green purchasing behavior of Bangladeshi consumers who become loyal to green products subsequently. The findings of the study suggested that green products' attributes and price have robust aspects that can motivate consumers to buy environmentally favorable products and make this eco-friendly purchasing behavior repeatedly.