Abstract:
The objective of this study is to assessing the impact of environmental sustainability initiatives on consumer buying behavior in the context of the PRAN-RFL Group in Bangladesh. This report will help the company to measure the current level of Consumers buying behavior after they take environmental sustainability initiatives. The main objective aims to identify the factors that may
have an impact on consumer buying behavior of the PRAN-RFL Group in Bangladesh. This study obtains a quantitative analysis method interpreted by descriptive research design. Non-probability convenience sampling technique was used. To gather the data from the respondents, a self administered questionnaire, was generated for the both face to face data collection in offline and the link was uploaded in 'Google form' and send to their messenger, Facebook group, Facebook and Email via online. Data were collected for two weeks. Descriptive analysis has been used to identify their demographic profile such as frequency, percentage and so on. Descriptive analysis, reliability test, regression analysis and coefficient analysis were carried out using SPSS version (25). The data collected from102 respondents based on specifically area of Cumilla. These
explored five factors where environmental responsibility, subjective norms, are considered as most influential factors that have strong and significant relationships with the consumer buying behavior among users of PRAN-RFL. Nevertheless, two factor: environmental concern and sustainable packaging has less impact on consumer buying behavior in PRAN-RFL. With the critical Analysis and Interpretation, the suggestions are drawn on how to improve consumer buying behavior . Future research for this aspect may be conducted effectively by increasing sample size, expanding geographical location and research instruments as well. Finally, some recommendations and suggestions are given on the basis of findings that will be informative & fruitful for PRANRFL Bangladesh limited and customer.
