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AUTHOR(S): Laila Khatun, Sumon Mahmud, Mst. Farhana Akter, Md. Rishad Kabir
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ABSTRACT This study explores how green advertising influences the purchase intentions of environmentally conscious Bangladeshi youth, applying the Theory of Planned Behavior. It assesses how advertising appeal, credibility, attitude toward green products, and perceived consumer effectiveness shape behavioral intentions. Using a structured online survey, data were collected from 652 respondents aged 18–35 via simple random sampling. Structural Equation Modeling (SEM) revealed that advertising appeal and credibility significantly shape attitudes, which strongly influence purchase intentions. Perceived consumer effectiveness also positively impacts purchase intention but does not moderate the attitude-intention link. Emotionally resonant and credible ads proved most effective. Marketers should focus on value-aligned, trustworthy messaging, while policymakers can combat greenwashing through stricter advertising regulations. The study contributes uniquely by examining green advertising in a developing context, specifically among Bangladeshi youth. Limitations include an urban, educated sample and reliance on self-reported data, excluding factors like price sensitivity and peer influence. |
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KEYWORDS Green Advertising, Eco-Conscious Youth, Theory of Planned Behavior (TPB), greenwashing, Purchase Intention |
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Cite this paper Laila Khatun, Sumon Mahmud, Mst. Farhana Akter, Md. Rishad Kabir. (2025) Exploring the Impact of Green Advertising on Consumers Purchase Intention: A Study on Eco-Conscious Youth in Bangladesh. International Journal of Economics and Management Systems, 10, 202-222 |
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