UNDERSTANDING GREEN CONSUMPTION INTENTION AND BEHAVIOR THROUGH MULTIDIMENSIONAL ATTITUDES AND SUBJECTIVE NORMS: EVIDENCE FROM BANGLADESH’S ORGANIC COSMETICS MARKET

Abstract

This study investigates the psychological and social determinants of green consumption behavior in Bangladesh’s organic cosmetics market by extending the Theory of Planned Behavior (TPB). Using a structured questionnaire, data were collected from 201 urban consumers and analyzed using SPSS. The study finds that attitudes toward the environment, green consumption, and organic cosmetics, along with subjective norms, significantly and positively influence green consumption intention. In turn, intention strongly predicts actual green consumption behavior, explaining 43.4% of its variance. These results confirm the mediating role of intention and highlight the effectiveness of multidimensional attitudes in predicting sustainable consumer actions. The findings contribute to bridging the attitude–behavior gap and offer practical implications for marketers and policymakers aiming to promote environmentally responsible consumption in emerging markets like Bangladesh.