Intention of Bangladeshi young girls toward green consumption: A study on private university students

Consumer purchase intentions determine the process of developing green consumption behavior. The demand for environmentally friendly goods has stayed divisive, multifaceted, and particular to each societal setting. In order to examine this, this paper applied Ajzen’s theory of planned behavior as a theoretical framework with modification of some factors to investigate the effect of subjective norm, perceived behavioral control, environmental responsibility, and self-efficacy on the purchase intention of Bangladeshi female students toward green consumption. A self-administered questionnaire is used to collect data from the respondents. Based on convenience and snowball sampling, 280 questionnaires were analyzed in this study, received from participants aged 18 to 25. The SPSS 22.0 and Smart-PLS were employed to analyze the model and estimate the parameters by considering a 95% confidence interval. The results indicate that all factors (p values < α = 0.01) had an overall significant and strong positive influence. Self-efficacy has a slight specific indirect effect (p = 0.051 > α = 0.05) on the purchase intention toward green consumption among university girls in Bangladesh. Additionally, this study explored a significant correlation between five independent variables and the dependent variable. The strongest correlation (r = 0.849) between green consumption behavior and environmental responsibility was discovered. Also, the t-test demonstrates that the intention to engage in green consumption significantly (tcal = 3.684 > tcri = 1.96) influences actual green consumption.