Factors Influencing Green Product Purchase Intention among Young Consumers in Bangladesh

The present study aims to determine critical factors affecting the green product purchase intention of Bangladeshi young consumers. In order investigate relationship, a formal questionnaire survey has been conducted targeting consumers, aged between 18 and 32 years old. A total 400 responses have finally screened out for analysis. Data analysis was carried through partial least square structural equation modeling (PLS-SEM). findings show that consumers’ (GPI) is largely determined by their attitude, environmental concern (EC), willingness pay (WTP). However, impact perceived moral obligation (PMO), on found insignificant. leaves specific implications strategic marketing decision-makers who strive promote consumption in Bangladesh.