Purpose

Rapid economic growth, urbanization, growing population and resulting overconsumption have led to the severe environmental vulnerability of some south Asian countries, further accelerated by the impact of climate change. Bangladesh is one such country that has been recognized by the United Nations Framework Convention on Climate Change as one of the most environmentally vulnerable in the world. A significant amount of environmental deterioration is reportedly due to consumption-related activities. This study, therefore, aims to understand the antecedents of green consumer behavior among young urban consumers, an emerging and environmentally promising market in Bangladesh.

Design/methodology/approach

This study uses the theory of planned behavior to integrating environmental attitudes, subjective norms, perceived consumer effectiveness and behavioral intentions in its conceptual model to examine their influence on green consumer behavior. Data were collected from 206 young urban consumers (18–24 years of age) from the capital city of Bangladesh. Covariance based structural equation modeling was used to analyze the data.

Findings

The subsequent results suggest that perceived consumer effectiveness and subjective norms have a direct positive influence on green consumer behavior, while the direct effect of environmental attitudes is insignificant.

Practical implications

Based on the key finding that one of the strongest antecedents is perceived consumer effectiveness, marketers could inspire young urban consumers by applying self-directed appeal to induce green consumer behavior.

Originality/value

This study is one of the first studies examining the antecedents of green consumption behavior using the framework of the theory of planned behavior that integrates both behavioral intention and reported behavior in the context of young urban consumers in South Asia. An insignificant direct influence of attitudes on green consumer behavior reinforces the attitude-behavior gap, specifically among young urban consumers in a collective society. The strong positive influence of perceived consumer effectiveness on green consumer behavior, on the other hand, extends the existing green consumer literature by empirically supporting the need for enhancing self-efficacy among young consumers to persuade them to practice green consumer behavior, especially where individuals face severe challenges of climate change and environmental deterioration.

中文翻译：

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亚洲新兴市场的绿色营销：年轻千禧一代绿色消费行为的前因

目的

快速的经济增长、城市化、人口增长和由此产生的过度消费导致一些南亚国家的环境脆弱性严重，气候变化的影响进一步加速。孟加拉国就是这样一个国家，它已被联合国气候变化框架公约确认为世界上环境最脆弱的国家之一。据报道，与消费相关的活动造成了大量的环境恶化。因此，本研究旨在了解年轻城市消费者（孟加拉国一个新兴且环境前景良好的市场）绿色消费者行为的前因。

设计/方法/方法

本研究利用计划行为理论，将环境态度、主观规范、感知消费者有效性和行为意图整合到其概念模型中，考察它们对绿色消费者行为的影响。数据来自孟加拉国首都的 206 名年轻城市消费者（18-24 岁）。使用基于协方差的结构方程模型来分析数据。

发现

随后的结果表明，感知消费者有效性和主观规范对绿色消费者行为有直接的正向影响，而环境态度的直接影响不显着。

实际影响

基于最重要的前因之一是感知消费者有效性的关键发现，营销人员可以通过应用自我导向的吸引力来诱导绿色消费者行为来激励年轻的城市消费者。

原创性/价值

本研究是首批使用计划行为理论框架研究绿色消费行为前因的研究之一，该理论将南亚年轻城市消费者的行为意图和报告行为相结合。态度对绿色消费者行为的直接影响微不足道，加剧了态度-行为差距，特别是在集体社会中的年轻城市消费者中。另一方面，感知消费者有效性对绿色消费者行为的强烈积极影响，通过实证支持需要提高年轻消费者的自我效能以说服他们实践绿色消费者行为，特别是在个人面临的情况下，扩展了现有的绿色消费者文献。气候变化和环境恶化的严峻挑战。