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Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
open access

Published: 17 November 2021

Towards Sustainable Consumption: Driving Forces behind Bangladeshi Consumers’ Behavior

Sanju Karmokar, Kamrul Hasan, Md. Ayatullah Khan, Kazi Humayun Kabir

Khulna University (Bangladesh), The University of Hong Kong (Hong Kong)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

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Pages: 12-22

Keywords: Sustainable Consumption, Driving Forces, Bangladeshi Consumers’ Behavior


If stakeholders, service providers, and social systems adopt sustainable consumption behavior and regulate the production and consumption cycle, they may be facilitated to accomplish sustainable development with environmental and socioeconomic advantages. However, the purpose of this study was to look at the driving forces that influence consumer behavior in Bangladesh in terms of sustainable consumption. A quantitative survey was conducted among 384 participants aged 18 years and having minimum higher secondary educational qualifications. The data were collected from Khulna City Corporation of Bangladesh through a structured interview schedule using the convenience sampling technique. The results reported that environmental concern of the participants was found to be the top-ranked driving force and perceived environmental knowledge of the participants was the lowliest ranked driving force behind the consumers’ behavior towards sustainable consumption. Alongside, attitude towards eco-friendly products, perceived consumer effectiveness and sustainable consumption intention were found to be the second, third and fourth ranked driving forces, respectively. The authors hope and anticipate that the findings of this paper will give critical information to relevant authorities and policymakers in order to develop market research and management policies and strategies.


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