Asian Journal of Economics, Business and Accounting

Background: Green purchase intention in Bangladesh may be associated with social media communication, environmental attitudes, product knowledge and consumers' perceived capacity to make sustainable choices.

Objective: This study examined the direct associations of social media marketing, environmental attitude, green product knowledge and perceived behavioural control with green purchase intention, together with the mediating role of product knowledge and the moderating role of perceived behavioural control.

Methods: An online, self-administered questionnaire yielded 345 responses, of which 300 were retained for analysis. Participants were selected through purposive sampling. Partial least squares structural equation modelling was used to examine the proposed relationships.

Results: Social media marketing (β = 0.372, p < 0.001), environmental attitude (β = 0.137, p <0.05), green product knowledge (β = 0.177, p <0.01) and perceived behavioural control (β = 0.124, p <0.05) were positively associated with green purchase intention. Green product knowledge partially mediated the associations of social media marketing (indirect β = 0.045, p <0.05) and environmental attitude (indirect β = 0.032, p <0.05) with purchase intention. Perceived behavioural control also moderated the social media marketing–purchase intention association (β = 0.100, p <0.05). The model explained 28% of the variance in green purchase intention.

Conclusion: The findings suggest that informative digital promotion, environmental attitudes, product knowledge and perceived purchasing control are relevant to green purchase intentions among the surveyed Bangladeshi consumers. The cross-sectional design does not establish causality.