Factors Affecting Green Purchase Decision of Consumers. A Study on Energy Saving Light Users of Barishal City

Table of Contents

CHAPTER 1: BACKGROUND OF THE STUDY

1. 1.1 Introduction

1.2 Literature Review

1.3 Research Gap

1.4 Significance of the Study

1.5 Research Objectives and Hypotheses Development

1.6 Conceptual Framework

CHAPTER 2: METHODOLOGY OF THE STUDY

2. 2.1 Research Methodology

2.1.1 Research design

2.1.2 Sampling design

2.2 Questionnaire design

2.3 Data Analysis

CHAPTER 3: ANALYSIS

3. 3.1 Results and Discussions

3.1.1 Data Collection

3.1.2 Testing Reliability and Validity of the Constructs

3.1.3 Testing the Measurement Model: Goodness of Fit Statistics

3.1.4 Structural model: Goodness of Fit Statistics and Hypothesis Testing

CHAPTER 4: DISCUSSIONS AND RECOMMENDATIONS

4. 4.1 Discussions and Recommendations

CHAPTER 5: CONCLUSION AND LIMITATIONS

5. 5.1 Conclusion

5.2 Limitation and Scope for Further Research

5.3 Funding of the Study

Research Objectives and Focus

This study aims to investigate the factors that influence the green purchase decisions of consumers who use energy-saving lights in Barishal City, Bangladesh, to provide actionable insights for marketers to promote sustainable consumption.

• The impact of environmental knowledge on consumer green purchase decisions.
• The role of peer groups and their influence on purchasing behavior.
• The effect of various marketing factors on consumer awareness and choice.
• The significance of perceived benefits, such as cost savings and environmental impact.

Excerpt from the Book

Summary of Chapters

CHAPTER 1: BACKGROUND OF THE STUDY: Provides the context of the study by discussing environmental issues and the growing necessity for green consumption patterns, while outlining the research objectives and hypotheses.

CHAPTER 2: METHODOLOGY OF THE STUDY: Details the research design, judgmental sampling technique, data collection via questionnaire, and the use of Structural Equation Modeling (SEM) for analysis.

CHAPTER 3: ANALYSIS: Presents the demographic findings, validates the research constructs through reliability and validity tests, and evaluates the measurement and structural models to test the proposed hypotheses.

CHAPTER 4: DISCUSSIONS AND RECOMMENDATIONS: Interprets the study's findings regarding consumer behavior and provides recommendations for marketers to enhance awareness and promote energy-saving products.

CHAPTER 5: CONCLUSION AND LIMITATIONS: Summarizes the key results, acknowledges the study's limitations regarding sample size and location, and identifies areas for future research.

Keywords

Climate Change, Green Purchase Decision, Judgmental Sampling, Structural Equation Modeling, Sustainable Environment, Energy Saving Lights, Environmental Knowledge, Peer Groups, Marketing Factors, Perceived Benefits, Consumer Behavior, Bangladesh, Barishal City, Eco-friendly Products, Marketing Strategy.

Frequently Asked Questions

What is the primary focus of this thesis?

This thesis investigates the key determinants—specifically environmental knowledge, peer groups, marketing factors, and perceived benefits—that influence the green purchase decisions of consumers of energy-saving lights in Barishal City, Bangladesh.

What are the central thematic areas?

The core themes include green consumer behavior, the effectiveness of marketing strategies for eco-friendly products, environmental awareness, and the influence of social and economic factors on adoption rates of energy-saving technologies.

What is the main research objective?

The objective is to identify and verify the impact of four specific constructs on the green purchase decision of consumers, helping marketers design more effective strategies for target markets.

Which scientific method was applied?

The researcher utilized a quantitative approach, employing a structured questionnaire for data collection and Structural Equation Modeling (SEM) via AMOS 23 to test hypotheses and determine inter-related dependencies.

What is covered in the main body of the work?

The main body covers the literature review on green consumption, the detailed methodology, the empirical analysis of survey data, and a discussion of results with practical recommendations for companies.

How would you characterize this work with keywords?

The work is characterized by terms such as Green Purchase Decision, Structural Equation Modeling, Environmental Knowledge, and Sustainable Environment.

What role does environmental knowledge play according to the results?

The study found that environmental knowledge has a significant positive effect on the green purchase decision of consumers and serves as a mediating variable for marketing factors.

Were peer groups found to be a significant influence?

Surprisingly, the study found that for the specific context of energy-saving light users in Barishal city, peer groups did not have a statistically significant influence on the green purchase decision.

Which factor had the highest impact on purchase decisions?

The analysis revealed that perceived benefits (with a coefficient of .409) had the most significant positive effect on the green purchase decision of consumers.

What do the authors recommend for future research?

The author suggests that future studies should extend the sample size beyond Barishal City, incorporate more measurement items, and investigate other parts of Bangladesh to achieve more generalizable results.