Analyzing the Impact of Social Media, Promotional Efforts and Reference Groups on Consumers Buying Behavior of Eco-Friendly Products in Bangladesh Afzal Hossain, Meher Neger & Md. Humayun Kabir Chowdhury

Analyzing the Impact of Social Media, Promotional Efforts and Reference Groups on Consumers Buying Behavior of Eco-Friendly Products in Bangladesh

Author (s): 

Afzal Hossain, Meher Neger & Md. Humayun Kabir Chowdhury

Abstract

Eco-friendly products are becoming market leader day by day. As a result, it is raising the demand for the eco-friendly products around the world. Green consumption is the buying and non-buying decisions completed by consumers based minimum partly on ecological criteria. Green marketing integrates a wide range of activities, including product alteration, production process variations, packaging variations, price alterations as well as altering the promotional theme. The paper aims to analyze the impact of social media, promotional efforts and reference groups on consumers buying behavior of eco-friendly products in Bangladesh. The study adopts the quantitative analysis of those three aspects that may impact on consumers’ buying behavior. By using convenient and judgmental sampling method, the data has been collected from 200 respondents. Data are analyzed using frequency, mean, standard deviation, correlation analysis, and regression analysis. From the results of regression analysis, this study is discovered that all three such as social media, promotional efforts and reference groups as the vital aspects, which influence consumers buying behavior of eco-friendly products. The study can help greening development along with influential aspects of the consumers buying behavior. The paper deals genuine way and pertinent recommendations to the greening firms. Eco-friendly products producing firms will be promoted finding three aspects of consumers buying behavior.

Key words: eco-friendly products, buying behavior, impact of aspects, Bangladesh.

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Title:

Analyzing the Impact of Social Media, Promotional Efforts and Reference Groups on Consumers Buying Behavior of Eco-Friendly Products in Bangladesh

Author:

Afzal Hossain, Meher Neger & Md. Humayun Kabir Chowdhury

Journal Name: International Journal of Science and Business
Website: ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/10.5281/zenodo.2651055
Media: Online
Volume: 3
Issue: 1
Acceptance Date: 23/04/2019
Date of Publication: 25/04/2019
PDF URL: http://ijsab.com/wp-content/uploads/313.pdf
Free download: Available
Page: 126-135
First Page: 126
Last Page: 135
Paper Type: Research Paper
Current Status: Published

Cite This Article:

Hossain, A., Neger, M.  & Chowdhury, M. H. K. (2019). Analyzing the Impact of Social Media, Promotional Efforts and Reference Groups on Consumers Buying Behavior of Eco-Friendly Products in Bangladesh. International Journal of Science and Business, 3(1), 126-135. doi: https://doi.org/10.5281/zenodo.2651055

Retrieved from http://ijsab.com/wp-content/uploads/313.pdf

 

About Author (s)

Afzal Hossain (Corresponding Author), Lecturer, Department of Business Administration (Professional), Tejgaon College, Bangladesh.

Meher Neger, Associate Professor, Department of Marketing, Cumilla University, Bangladesh.

Md. Humayun Kabir Chowdhury, Professor, Department of Marketing, Jagannath University, Bangladesh.

 

 

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DOI: https://doi.org/10.5281/zenodo.2651055

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