Assessing the Role of Green Marketing in Shaping Consumer Purchase Intention: Evidence from PRAN-RFL Group

Abstract

This research explores how green marketing influences people’s decision to buy environmentally friendly products, focusing on PRAN-RFL Group, a major company in Bangladesh. As more people become aware of environmental problems like pollution and climate change, companies are trying to offer eco-friendly products and promote them through green marketing. PRAN-RFL has taken steps such as using recyclable packaging, saving water and energy, and running awareness campaigns. The goal of this study is to understand if these efforts actually encourage people to buy their green products. To do this, the study collected answers from 140 people across different regions of Bangladesh using a questionnaire. It looked at four main factors: people's attitude toward green products, their concern for the environment, how easy they think it is to buy green products (called perceived behavioral control), and how much they trust packaging and certification labels. The results show that people’s attitudes, concern for the environment, and trust in eco-labels and packaging strongly affect their decision to buy green products. But, feeling confident or in control when choosing green products did not have a strong effect. This means that while many people want to make eco-friendly choices, they may still face problems like high prices or not being able to find these products easily. The research suggests that companies like PRAN-RFL should improve communication about their green efforts and make eco-friendly products more available and affordable. It also suggests that the government and businesses should work together to support green shopping habits and raise awareness. Overall, this study helps businesses and researchers better understand how green marketing works in a developing country like Bangladesh.