Title: Environmental consciousness and its impact on pro-environmental purchase intention in emerging economies' perspective

Authors: Mst. Naznin Sultana; Imtiaz Masroor; Feroz Ahmed

Addresses: Business Administration Discipline, Khulna University, Khulna – 9208, Bangladesh ' Department of Business Administration, North Western University, 236, M.A. Bari Road, Sonadanga, Khulna – 9100, Bangladesh ' Business Administration Discipline, Khulna University, Khulna – 9208, Bangladesh

Abstract: Environmental sustainability is imperative for the sustenance of human life on Earth. The environmental pressure created by the overconsumption and overuse of natural resources threatens the environment. This study intended to determine the consumer's environmental consciousness and identify the relationship between environmental consciousness and pro-environmental purchase intention. This study is quantitative in nature, where data collected from 201 upper- and middle-class consumers using non-probability convenience sampling techniques were analysed using PLS-SEM. The findings show a relationship between environmental consciousness and pro-environmental purchase intention, suggesting that environmentally conscious people are more likely to purchase pro-environmental goods. The findings also suggest that environmental attitude, environmental knowledge, environmental concern, and subjective norms influence developing environment consciousness among the consumers. Pro-environmental purchase intention is affected not only by environmental consciousness but also by many other factors. Incorporating those variables can stimulate researchers to understand pro-environmental purchase intention better.

Keywords: consumer behaviour; environmental knowledge; environmental attitude; partial least square; structural equation modelling; pro-environmental purchase decision.

DOI: 10.1504/IJEXPORTM.2021.122992

International Journal of Export Marketing, 2021 Vol.4 No.4, pp.346 - 371

Received: 05 Dec 2021
Accepted: 28 Jan 2022
Published online: 19 May 2022 *

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