| The issues of energy crisis,environmental degradation,and climate change present a severe challenge to the sustainable development.The issues of large energy consumption and degraded living environments have attracted considerable attention in Bangladesh.Hence,the development of green housing(GH)has become a popular strategy for achieving sustainable urbanization.Apart from advanced green technologies,consumers' purchasing intention toward green housing(GH)plays a crucial role in the large-scale promotion.However,there are no studies which have explored consumers' green purchase behavior towards green housing and which determinants significantly affect consumers' green purchasing behavior remain unclear,especially in Bangladesh.Hence,the goal of this research is to investigate the influential factors behind the green purchase behavior from consumers' perspective and how more and more consumers' in developing countries could be put under the shed of ecologically protected green housing.Thus,to fill this knowledge gap,this study developed an extended framework of the TPB model and intends to investigate consumers' green purchase behavior towards GH with appropriate sample and this study is one of the initial attempts for determining green purchase behavior of GH in Bangladesh.On the basis of extended theory of planned behavior(TPB),eight constructs are identified,and ten hypotheses are proposed.Extensive literature review,content validation,pre-test and pilot tests were conducted to fully comprehend the underlying concept to support this study.Through face to face interview by well-trained interviewer,340 valid survey data were collected from the respondents who reside in Dhaka and Chattogram city.To validate the model,the study used a quantitativepositivist approach as a research paradigm,cross-sectional design as a survey method,non-probability convenience method as a sampling technique,confirmatory factor analysis and Partial Least-Square Structural Equation Modeling(PLS-SEM)as a data analysis technique.Through empirical analyses,the following conclusions have been reached:(1)The results of the structural model indicated that environmental knowledge,subjective norm,attitude,and environmental concern were the major antecedents towards green purchase intention of GH whereas green purchase intention and environmental concern directly had the most significant influence on Bangladeshi consumers' green purchase behavior of GH.(2)Perceived behavioral control,governmental incentives and environmental knowledge were found to have an insignificant influence on green purchase intention and green purchase behavior,respectively.In addition,the proposed model and measurement scales were also confirmed to be suitable for the study.Moreover,the findings and analysis of the present study provides an in-depth understanding and may consider as an emerging step toward increasing consumers' green purchase intention and enhancing green consumption behavior.(3)The existing literature extensively investigated consumer' green purchase behavior towards green housing.Hence,the study aims to advance the body of knowledge by proposing an extended TPB model for predicting behavioral intentions.Intention is a conscious plan of action,which specifically requires a behavior and motivation to actuate it.This is the first endeavor in exploring the two stream research topic in a single model,(i.e.,green purchase intention and green purchase behavior).The model used in this study has tested for the first time ever,and is never being tested in anywhere especially in the developing country context as per the knowledge of the author.(4)The uniqueness of this study lays on the addition of this extra parameter and on the fact that it provides a useful insight in the relatively uncharted area of green purchase behavior to promote GH among consumers which can play a robust role to environmental sustainability.Moreover,the contribution of knowledge of this study is the development of a structural equation modeling green housing key practices for Bangladesh.(5)Thus,this study focuses on improvement and research from the perspectives of theoretical expansion,and analysis of typical underdeveloped energy-rich regions.Consequently,these research findings have provided some insight and feedback to businesses who basically facing a lot of challenges in convincing consumers to purchase GH.By gathering this information,marketers can understand the route that shifts the environmental factors to green purchase behavior.Moreover,the research findings can be used to formulate strategies for the housing developers,real estate companies,academia,policy maker and governmental bodies to effectively attract more consumers to purchase greenhouse and reduce greenhouse gases emission.(6)Thus,these stakeholders are implied to play a crucial role in promoting GH for maximizing value creation in an era of increasingly environmentally aware consumers in emerging markets.Besides,due to a generic approach,the findings of the study could be easily modified to assist other developing countries in the planning and up-take green sustainability.Further research should integrate more issue-specific dimensions to investigate proenvironmental consumer behavior.The main innovation points of this study include:(1)The existing literature extensively investigated consumer' green purchase behavior towards green housing.Hence,the study aims to advance the body of knowledge by proposing an extended TPB model for predicting behavioral intentions.Intention is a conscious plan of action,which specifically requires a behavior and motivation to actuate it.The current empirical study also includes three additional variables namely-environmental knowledge,environmental concern,and governmental incentives that have been overlooked in the extant literature to understand consumer green purchase behavior of green housing.(2)This study is one of the initial attempts in exploring the two stream research topic in a single model,(i.e.,green purchase intention and green purchase behavior).The model used in this study has tested for the first time ever,and is never being tested in anywhere especially in the developing country context as per the knowledge of the author.The study has proved the usefulness of well-established cognitive psychological model(TPB)in determining the consumers' intention towards purchasing green products,in the context of a developing nation such as Bangladesh.Further,the study has also supported the applicability of extending the TPB model,as the inclusion of these constructs(environmental knowledge,environmental concern,and governmental incentives)has improved the robustness and predictive power of the proposed framework in measuring the consumer green purchase behavior towards green housing.(3)We hope that our study will encourage other researchers in developing countries to take the next steps and to identify different individual-level drivers of consumers' green purchasing behavior.More customers adopting green behaviors will result in more businesses adopting sustainable business practices,which will eventually enhance the country's green movement.(4)Filling the research gap in literature with the proposed model;from few to no studies were found regarding the extensions of theory in green consumption research.This study will enrich both the vacuum of conceptual and theoretical gap in the context of Bangladesh.Further,this study is going to be considered for environmentally sustainable products which will be the prerequisites of sustainable development goal for developing countries. |
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