The green mindset: how consumers' attitudes, intentions, and concerns shape their purchase decisions

Purpose. The goal of the present investigation is to find out what effect environmental concern has as a moderator between green brand positioning, green brand knowledge, social value, and perspective on the green brand among young consumers. Design/methodology/approach. Information was gathered from 407 Bangladeshi university students, both public and private. The suggested model was evaluated with the assistance of SPSS version AMOS-24, using the Structural equation Modeling (SEM) method. Findings. According to the standardized path coefficients of the SEM, the findings suggest that environmental concerns have a great deal to do with young people's green purchasing intentions. According to the results, 'green brand positioning' (GBP) and 'green brand knowledge' (GBK), directly and indirectly via 'Attitude towards Green Brand' (ATGB) affect 'Green Purchasing Intention' (GPI). But 'social value' (SV) and ATGB are indirectly important factors in determining intent to buy environmentally friendly products and have no direct effect on GPI. Here, as a moderator, 'environmental concern' (EC) plays a vital role. Practical implications. These insights may help companies better comprehend how customers view environmentally responsible products as well as what factors influence their purchase decisions. Additionally, it is essential for businesses to appreciate the significance of educating people about environmental issues in order to increase consumer awareness and encourage more sustainable consumption habits. Originality and value. The study's findings might be quite instructive to firms and businesses and motivate young people to make environmentally friendly purchases. One of the first studies of its kind, its findings are extremely valuable for companies seeking to understand their customers' perspectives on green brands because they may shed light on how environmental concerns can moderate consumer behavior when it comes to purchasing environmentally friendly products.