Title: Perceived consumer effectiveness, eco-knowledge and green purchase behaviour: a study on environment friendly and energy efficient electronic products market

Authors: Mohammad Solaiman; S.M. Sohel Rana

Addresses: Department of Marketing, Faculty of Business Studies, Comilla University, Bangladesh ' Department of Marketing, School of Business and Entrepreneurship, Independent University, Bangladesh

Abstract: This study intends to examine the green purchase behaviour of environment friendly and energy efficient electronic products market. Along with PCE and EK, the theory of consumption values is applied in this study. Data have been collected through a structured questionnaire mall intercept survey from 396 respondents. Collected data have been analysed by Smart PLS software for partial least square structural equation modelling (PLS-SEM) analysis. The findings reveal that PCE mediates the relationship between functional value and GPB; social value and GPB; and epistemic value and GPB. The findings also support the moderating effect of EK in the relationship between PCE and GPB. The study generates some insightful findings from the actual buyers which might be of great importance for the academicians, policy makers and businesses. Moreover, it expands the theory of consumption values with some new additions.

Keywords: green purchase behaviour; consumption values; perceived consumer effectiveness; PCE; eco-knowledge.

DOI: 10.1504/IJBE.2023.129900

International Journal of Business Environment, 2023 Vol.14 No.2, pp.119 - 144

Received: 18 Jan 2022
Accepted: 16 May 2022
Published online: 03 Apr 2023 *

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