Climate changes and associated impacts make people think about changing their traditional consumption patterns and go for purchasing green products to make this earth livable for the future generation. The study aimed at verifying the factors determining green purchase decision of energy saving light users of Barishal city. A total of 200 (two hundred) respondents participated in the study who are only from Barishal city and use energy-saving lights. In this study, the author employed the judgmental sampling technique to collect responses from the participants through a self-administered questionnaire. Structural equation modeling was employed to analyze the empirical data and test the proposed hypotheses of the study via AMOS 23. The findings of the study revealed that perceived benefits (.41) have the most significant effect towards green purchase decision of energy saving light users in Barishal city. Marketing factors (.18) and environmental knowledge (.15) have also significant effect towards green purchase decision of energy saving light users. In this study, peer groups are considered as insignificant determinants for the consumers of energy saving lights. Marketing factors (.21) have a significant effect on environmental knowledge which is the mediating variable in the study. This paper will help marketers formulate effective strategies based on these results to reach target markets and contribute to the sustainable environment.
Table of Contents
CHAPTER 1: BACKGROUND OF THE STUDY
1. 1.1 Introduction
1.2 Literature Review
1.3 Research Gap
1.4 Significance of the Study
1.5 Research Objectives and Hypotheses Development
1.6 Conceptual Framework
CHAPTER 2: METHODOLOGY OF THE STUDY
2. 2.1 Research Methodology
2.1.1 Research design
2.1.2 Sampling design
2.2 Questionnaire design
2.3 Data Analysis
CHAPTER 3: ANALYSIS
3. 3.1 Results and Discussions
3.1.1 Data Collection
3.1.2 Testing Reliability and Validity of the Constructs
3.1.3 Testing the Measurement Model: Goodness of Fit Statistics
3.1.4 Structural model: Goodness of Fit Statistics and Hypothesis Testing
CHAPTER 4: DISCUSSIONS AND RECOMMENDATIONS
4. 4.1 Discussions and Recommendations
CHAPTER 5: CONCLUSION AND LIMITATIONS
5. 5.1 Conclusion
5.2 Limitation and Scope for Further Research
5.3 Funding of the Study
Research Objectives and Focus
This study aims to investigate the factors that influence the green purchase decisions of consumers who use energy-saving lights in Barishal City, Bangladesh, to provide actionable insights for marketers to promote sustainable consumption.
- The impact of environmental knowledge on consumer green purchase decisions.
- The role of peer groups and their influence on purchasing behavior.
- The effect of various marketing factors on consumer awareness and choice.
- The significance of perceived benefits, such as cost savings and environmental impact.
Excerpt from the Book
1.1 Introduction
The word “green” is now the buzzword of the modern era of technology. It is known to all the more industrial development leads the more consumption of energy. This situation forces to live in such a world full of environmental pollution, climate change, depletion of natural resources, damaging to the ozone layer, and loss of agricultural land. For this reason, the preference for energy saving technologies and reduction and limit to use energy are growing rapidly. Consumers will favor eco-friendly products and services for sustainable development.
In the recent times, a large number of consumers have realized that their behavior regarding identifying, choosing and purchasing products has a significant influence on the environment. They are diverting their behavior in choosing environmentally friendly products rather than other products (Laroche, Bergeron, & Barbaro-Forleo, 2001). According to Chekima, Khalid Wafa, Igau, and Chekima (2015), environmental degradation has become one of the major concerning issues for all parties involving individuals, governments, and business organizations. Statistics show that 30 to 40 percent of environmental deterioration is occurred because of unplanned and unhealthy consumption pattern of the consumers. Hence, we need a sustainable eco-friendly consumption pattern.
Summary of Chapters
CHAPTER 1: BACKGROUND OF THE STUDY: Provides the context of the study by discussing environmental issues and the growing necessity for green consumption patterns, while outlining the research objectives and hypotheses.
CHAPTER 2: METHODOLOGY OF THE STUDY: Details the research design, judgmental sampling technique, data collection via questionnaire, and the use of Structural Equation Modeling (SEM) for analysis.
CHAPTER 3: ANALYSIS: Presents the demographic findings, validates the research constructs through reliability and validity tests, and evaluates the measurement and structural models to test the proposed hypotheses.
CHAPTER 4: DISCUSSIONS AND RECOMMENDATIONS: Interprets the study's findings regarding consumer behavior and provides recommendations for marketers to enhance awareness and promote energy-saving products.
CHAPTER 5: CONCLUSION AND LIMITATIONS: Summarizes the key results, acknowledges the study's limitations regarding sample size and location, and identifies areas for future research.
Keywords
Climate Change, Green Purchase Decision, Judgmental Sampling, Structural Equation Modeling, Sustainable Environment, Energy Saving Lights, Environmental Knowledge, Peer Groups, Marketing Factors, Perceived Benefits, Consumer Behavior, Bangladesh, Barishal City, Eco-friendly Products, Marketing Strategy.
Frequently Asked Questions
What is the primary focus of this thesis?
This thesis investigates the key determinants—specifically environmental knowledge, peer groups, marketing factors, and perceived benefits—that influence the green purchase decisions of consumers of energy-saving lights in Barishal City, Bangladesh.
What are the central thematic areas?
The core themes include green consumer behavior, the effectiveness of marketing strategies for eco-friendly products, environmental awareness, and the influence of social and economic factors on adoption rates of energy-saving technologies.
What is the main research objective?
The objective is to identify and verify the impact of four specific constructs on the green purchase decision of consumers, helping marketers design more effective strategies for target markets.
Which scientific method was applied?
The researcher utilized a quantitative approach, employing a structured questionnaire for data collection and Structural Equation Modeling (SEM) via AMOS 23 to test hypotheses and determine inter-related dependencies.
What is covered in the main body of the work?
The main body covers the literature review on green consumption, the detailed methodology, the empirical analysis of survey data, and a discussion of results with practical recommendations for companies.
How would you characterize this work with keywords?
The work is characterized by terms such as Green Purchase Decision, Structural Equation Modeling, Environmental Knowledge, and Sustainable Environment.
What role does environmental knowledge play according to the results?
The study found that environmental knowledge has a significant positive effect on the green purchase decision of consumers and serves as a mediating variable for marketing factors.
Were peer groups found to be a significant influence?
Surprisingly, the study found that for the specific context of energy-saving light users in Barishal city, peer groups did not have a statistically significant influence on the green purchase decision.
Which factor had the highest impact on purchase decisions?
The analysis revealed that perceived benefits (with a coefficient of .409) had the most significant positive effect on the green purchase decision of consumers.
What do the authors recommend for future research?
The author suggests that future studies should extend the sample size beyond Barishal City, incorporate more measurement items, and investigate other parts of Bangladesh to achieve more generalizable results.
- Citation du texte
- Shahinur Rahman (Auteur), Imran Hossain (Auteur), 2018, Factors Affecting Green Purchase Decision of Consumers. A Study on Energy Saving Light Users of Barishal City, Munich, GRIN Verlag, https://www.grin.com/document/459030
