The green mindset: how consumers’ attitudes, intentions, and concerns shape their purchase decisions

Purpose. The goal of the present investigation is to find out what effect environmental concern has as a moderator between green brand positioning, green brand knowledge, social value, and perspective on the green brand among young consumers. Design/methodology/approach. Information was gathered from 407 Bangladeshi university students, both public and private. The suggested model was evaluated with the assistance of SPSS version AMOS-24, using the Structural equation Modeling (SEM) method. Findings. According to the standardized path coefficients of the SEM, the findings suggest that environmental concerns have a great deal to do with young people’s green purchasing intentions. According to the results, ‘green brand positioning’ (GBP) and ‘green brand knowledge’ (GBK), directly and indirectly via ‘Attitude towards Green Brand’ (ATGB) affect ‘Green Purchasing Intention’ (GPI). But ‘social value’ (SV) and ATGB are indirectly important factors in determining intent to buy environmentally friendly products and have no direct effect on GPI. Here, as a moderator, ‘environmental concern’ (EC) plays a vital role. Practical implications. These insights may help companies better comprehend how customers view environmentally responsible products as well as what factors influence their purchase decisions. Additionally, it is essential for businesses to appreciate the significance of educating people about environmental issues in order to increase consumer awareness and encourage more sustainable consumption habits. Originality and value. The study’s findings might be quite instructive to firms and businesses and motivate young people to make environmentally friendly purchases. One of the first studies of its kind, its findings are extremely valuable for companies seeking to understand their customers’ perspectives on green brands because they may shed light on how environmental concerns can moderate consumer behavior when it comes to purchasing environmentally friendly products.


Introduction
Environmental growth is being identified as one of the key goals being debated around the globe (Felix et al 2021, Qing et al 2023).Because of the consequences for future objectives, long-term viability has grown in favor in recent years (Nascimento and Loureiro 2022).Cleanliness and Clean Waters, Encouraging Happiness and Improved Healthcare, and Living on Land: Decent Producing and Consuming are all aims that are directly related to a green environment (Geng and Maimaituerxun 2022).Green environmental concerns foster the sustainability concerns, have dominated the agendas of several administrations during the past thirty years.
Green product purchasing is a fundamental aspect of sustainability, representing a conscious shift towards environmentally and socially responsible consumerism.This practice goes beyond mere product acquisition, embodying a commitment to minimizing environmental impact and fostering a more just and equitable world (Tseng et al 2013, Dhali et al 2023).People all throughout the globe are far more concerned about environmental issues nowadays than they used to be.Consumers are becoming more concerned about environmental issues, and as a result, various companies are attempting to design specialized actions aimed at achieving long-term goals (Lukin et al 2022, Hossain et al 2023a).Natural surroundings have come out as one of the most pressing concerns of customers, resulting in a variety of green products.In the words of Siraj et al (2022), consumers concern about the natural world has raised demand for various ecologically conscious items.Green goods are frequently purchased by consumers (Felix et al 2021, Wang et al 2023).The concern about green consumerism and the psychological factors that drive it has been around for centuries.It has been shaped by various events in history, cultural changes, and scientific advancements.The origins of green consumerism can be traced back to early societies where environmental stewardship was a part of cultural values and religious practices.These communities valued nature and practiced sustainable resource management, which led to a sense of connection and responsibility towards the environment (Masud et al 2023a).However, the Industrial Revolution brought about a new era of mass production, resource exploitation, and environmental degradation (Wang et al 2023).Consumers display a favorable attitude toward ecologically conscious brands, as reported by Gulzari et al (2022).Because of ecological damage and warming temperatures, numerous companies have begun to produce ecologically friendly products that are green, and sustainability issues have become a top priority for businesses (Amin et al 2020, Lukin et al 2022).Similarly, for academics and marketers, green consumer manner has arisen as a current tendency (Geng and Maimaituerxun 2022, Masud et al 2023a).Increasing attention to sustainability problems and issues, as well as greater consumer knowledge about environmental degradation, serve as primary sources of environmentally friendly demand in any civilization (Paul et al 2013, Nascimento andLoureiro 2022).
Environmental sustainability, preservation, green consumerism, and behavioral obstacles must be addressed in developing nations (Siraj et al 2022, Masud et al 2023b).In most nations, the urban population has grown significantly (Kent et al 2022).As the nation's population density increases, earnings rise, risks to health expand, and the lifestyles of individuals evolve, the nation confronts current expenditure-associated challenges like prepackaged food and beverages.As a result of these worries, natural food is becoming more fashionable (Dinca et al 2022, Hossain et al 2023b).Green understanding, greater knowledge about health, higher educational social groupings, increasing customer disposable wages, and greater food expenses are all contributing to the natural market's strong expansion (Siraj et al 2022).
The intended demographic for the current study is educated people in metropolitan locations.University students were chosen as respondents for the study because they have a higher grasp and knowledge of environmental issues and environmentally friendly goods and are able to respond to inquiries.Green purchasing intentions (GPI) assist businesses in developing a positive reputation, kindness, and public image (Wang et al 2022, Masud et al 2023c).Green purchase intention (GPI) is widespread among customers who are concerned about acquiring sustainable items that are not damaging to the natural world (Dinca et al 2022, Gazi et al 2023a).Testing the connection between brand perceptions and green buying intentions is beneficial for eco-friendly advertising efforts (Pebrianti and Aulia 2021).Mindset is used to denote the evaluation of specific types of environmentally conscious actions or goods, such as organic food or the selection of green goods.Kamalanon et al (2022) investigated if an outlook towards green products increases the number of green buying intentions.Recently, investigators discovered a link between a perception of a green brand and green purchase intention (GPI) (Mehraj and Qureshi 2022, Wang et al 2022, Hossain et al 2023c), and optimistic consumer views of green goods have a significant push on GPI; thus, consumers with an upbeat outlook toward sustainable growth will be able to buy a growing number of green goods (Siraj et al 2022, Hossain et al 2023d).Green brand positioning (GBP) denotes the way a company is perceived as sustainable (Wahab and Ismael 2022).Wang et al (2022) also state that GBP assists enterprises in meeting the needs of their customers regarding a specific brand.GBP gives firms advantages over their competitors by implementing environmentally friendly activities (Asamoah et al 2021).GBP has a large influence on Attitudes towards Green Brands (ATGB), according to Mehraj andQureshi (2022) andBatool et al (2023).In a similar vein, GBP influences Green Purchasing Intention (GPI) (Siyal et al 2021, Majeed et al 2022, Nabi et al 2022a).In recent years, investigators have discovered a link between Green Brand Knowledge (GBK) and GPI (Chin et al 2019, Nabi et al 2022b), and GBK has an important impact on GPI; thus, consumers with a useful tendency toward green development will be able to buy a growing number of green goods (Witek and Kuniar 2020;Nabi et al 2021, Nguyen-Viet 2022, Gazi et al 2022a).GBK among customers regarding their goods, as well as environmentally friendly availability to customers, will improve the need for green products (Gazi et al 2022b, Chin et al 2019).GBK have a big influence on ATGB, in the words of Siyal et al (2021), Mehraj and Qureshi (2022).GBK has a beneficial effect on green purchase intention (GPI) as well (Majeed et al 2022, Mehraj and Qureshi 2022, Gazi et al 2022b).
In recent times, investigators discovered a link between social value and GPI (Thilinika and Gunawardana 2020), and interpersonal value has a beneficial effect on GPI; thus, consumers with a positive attitude toward sustainable development will be able to buy more and more sustainable goods (Gazi et al 2022a, Mehraj and Qureshi 2022).Green access to data and social value (SV) for customers regarding what they buy will improve demand for green goods (Nabi et al 2021).(Thilinika and Gunawardana 2020, Gazi et al 2022b) state that.According to Marculetiu et al (2023), SV has a fruitful impact on ATGB.Similarly, SV influences GPI (Sharma et al 2020, Nekmahmud et al 2022).
There is a research gap in this paper because many previous studies have looked at consumers' intentions to buy environmentally friendly products in industrialized nations.Present study encompasses the theory of plan behavior by including ecological confidence as a modulator of green buying plans.The recent study describes these problems.The initial query is, 'How exactly will GBP impact GPI?Additionally, is there a relationship between the variables GBP, GBK, SV, and GPI? Lastly, exactly how will the EC manage GBP and ATGB, GBP and GPI, GBK and ATGB, GBK and GPI, SV and ATGB, SV and GPI, and ATGB and GPI relationships?' Buyers in developing nations, as seen previously, are less conscious of the importance of environmentally friendly goods than consumer in wealthy nations.In a similar vein, people with low incomes in nations such as Bangladesh have difficulty purchasing comparable products.This study's framework includes GPI and different factors like GBP, GBK, SV, and ATGB in one model (see figure 1).
Several recent investigations have looked at the effect of customer sentiments toward green brands on predicting the extent to which people are inclined to buy green.This research delves into the 'Green Mindset' of young Bangladeshi university students, exploring how their attitudes, intentions, and environmental concerns influence their green purchasing decisions with theory of plan behavior.The research findings will contribute to the body of knowledge by advocating EC as a moderating factor in the Theory of Planned Behavior (TBP).It may enhance the knowledge about green perceptions of the youth, and we analyze the complex relationships between these variables that may assist policymakers in knowing which factors affect most green product purchase intention and uncovering the underlying mechanisms driving students' green consumption choices.2. Literature review and hypotheses development 2.1.Background theory 2.1.1.Theory of planned behavior (TPB) TPB (Ajzen 1991) is used to explain and forecast behavior changes (Beck and Ajzen 1991).Consumers realistically assess how their activities will affect others, according to the TPB (Siyal et al 2021).Intentionmental readiness-drives behavior (Liu et al 2012, Gazi et al 2023b) is the main elements of TPB.First, TPB provides an explanation as well as an evaluation of increasing intentions of customers (Siyal et al 2021).The TPB believes that mindset determines how someone feels about accomplishing something good or bad.Second, subjective norms-how much the person's family, friends, peers, and society expect or want them to do the activity under inspection predict behavioral control is confidence.What stops them relies on what they know, do, and think.TPB believes subjective norms, attitudes, and perceived behavioral control may stimulate ecofriendly purchases (Chen and Zhang 2021).Current research indicates that consumers' GBK and views of green firms impact eco-friendly product purchases (Alnawas and Altarifi (2016).Subjective norms influence behavior.SV influences youth's green purchasing.'Perceived behavioral control' is self-confidence.
EC may modify the relationship between these variables and eco-friendly purchases.Ecological worry, views, subjective standards, perceived behavioral control, and green buying intentions are linked by an individual system of values.This approach is particularly relevant to the study's objective of examining the conscious decisions of young consumers when it comes to eco-friendly brands.Unlike impulsive or habitual actions, green purchasing often involves a thoughtful evaluation of environmental and social factors, making TPB a valuable pawn for this study.

Hypothesis development 2.2.1. Green purchase intention and green brand positioning
Brand positioning is crucial for competitive advantage (Masud et al 2021a, Wang et al 2022).Green brand positioning describes eco-friendly, consumer-beneficial, and greener brand products.GBP refers to a brand's strategic actions to establish itself as an environmentally responsible and sustainable option in the market (Langit and Adhariani 2017).The main objective of GBP is to create a positive association between the brand and ecological values, ultimately influencing consumer perceptions and purchasing decisions (Siyal et al 2021).GBP is a company's green image.The combination of quality, earnings, and the environment affects how much customers who are believe in purchase green product (Siyal et al 2021, Masud et al 2021b).Eco-friendly goods companies need green brand positioning to succeed (Chin et al 2019).Green brand positioning focuses on how a brand communicates and differentiates itself from competitors by considering the environment.
Green brand positioning is a vital part of a company's strategy (Siyal et al 2021).Several studies have been established the connection between GBP and GBA again, GBP and GPI.GBP foster GBA of individuals.GBA refer to the perception of consumers towards environmentally friendly brands.A study by Hartmann et al 2005 found that green brand positioning thoroughly affects brand attitude (Hossain and Masud 2012).The study suggests that a well-implemented green positioning strategy can guide a more advantageous perception of the brand, giving consent to the green marketing approach in general.Furthermore, GPI refers to the willingness of consumers to purchase environmentally friendly products.Studies by Hartmann et al 2005 and Klabi and Binzafrah 2022 found that green brand positioning thoroughly affects brand attitude.The studies suggest that a well-implemented green positioning strategy can guide a more advantageous perception of the brand, giving consent to the green marketing approach in general.According to a study by Suki 2016, GBP, consumers' attitudes toward green brands, and green brand knowledge particularly affect green product purchase intention.Another study by Klabi and Binzafrah 2022 refers to GPI as the likelihood and willingness of an individual to give precedence to eco-friendly products over conventional products in their purchase considerations.Hypotheses are: H1a: Green brand positioning affects green brand attitude.H1b: Green brand positioning affects green buying intention.

Green purchase intention and green brand knowledge
Green Brand Knowledge refers to consumers' knowledge about the environmental attributes of green products (Suki 2016).Brand knowledge helps buyers remember the brand.GBK promotes eco-friendly products to change consumer behavior (Siyal et al 2021).Green product knowledge boosts purchase probability.Consumers like the brand and its environmental messaging (Chin et al 2019).Customers with higher product knowledge are more inclined to believe in their benefits and that their green purchases can help solve environmental issues (Masud 2019, Wang et al 2022).Green brand awareness and product greenness make up GBK.GBK has significant relationship with GBA and GBI.Several Studies found a strong connection between GBK and GBA H3a: Social value affects attitudes toward green brands.H3b: Social value affects green purchase intention.

Green purchase intention and environmental concern
EC is a multidimensional construct enclosing an individual's awareness and worry about environmental issues, coupled with a sense of responsibility and willingness to take action to protect the environment (Kollmuss and Agyeman 2010).Environmental concern is ecological awareness and problem-solving by an individual (Siyal et al 2021).EC.It is the tendency to care about environmental issues and the behaviors and emotions that result from such worries (Zhou et al 2020;Witek and Kuźniar 2020).EC is 'the degree to which people are aware of environmental problems, support attempts to address them, or express a willingness to directly contribute to those solutions' (Kashi 2019; Zhou et al 2021).Environmentalism influenced consumers' regular purchases of green items (Chen and Zhang 2020).This has changed people's shopping habits and raised their environmental consciousness (Kashi 2019).It represents environmental knowledge, attitudes, and commitments, which are relevant to personality traits and attitudes (Zhou et al 2020).Recycling and buying eco-friendly products are examples of EC (Masud et al 2013, Siyal et al 2021).
EC leverage the relationship of GBA and GBP.An individual's level of environmental concern can impact how they perceive a brand's green initiatives, and consequently, their attitude towards that brand.Consumers who are more environmentally conscious are likely to have a more positive attitude towards brands that emphasize their environmental commitment.This is because a strong green brand position resonates with environmentally conscious consumers, fostering trust and enhancing brand image.(Chen and Zhang 2020, Zhou et al 2020).The EC of consumers have played a significant role in leveraging a brand's green positioning and their intention to purchase its products, as highlighted in various types of literature.Consumers who have a greater concern for the environment are more likely to turn their positive brand perceptions into actual purchasing decisions, especially when the brand emphasizes its eco-friendly credentials (Leonidou et al 2011, Hossain et al 2023e).Again, Consumers who are highly concerned about the environment are more likely to seek information about green brands and products.This influences their intention to purchase green products, leading to a stronger link between their knowledge and purchase intentions.This was highlighted in a study conducted by Gupta and Ogden in 2004.Highly EC consumers are more likely to view green purchases as socially valuable and are more likely to intend to purchase them (Bhattacharya and Sen 2003).High environmental concern increases the likelihood of consumers translating positive attitudes toward green brands into purchase decisions.(Chen et al 2016).Thus, study proposes these possibilities based on the discussions: H4a.Environmental concern moderates green brand attitude and green brand positioning.H4b: Environmental concern moderates the green brand positioning-green purchasing intention relationship.
H4c. Environmental concern moderates green purchase intention and green brand knowledge.H4d.Environmental concern moderates social value and green buying intentions.H4e: Environmental concern moderates green brand attitude and green purchase intention.

Attitude toward green brands and green purchase intentions
The ATGB is a subject that examines the way in which customers perceive and respond to products or services that claim to be eco-friendly or sustainable (Chin et al 2019).It is an essential area of research for marketers, policymakers, and environmentalists who aim to comprehend the elements that influence consumer behavior and decision-making concerning green products or services (Wang et al 2022).
After customers made smart choices concerning green brands ATGB was born (Wang et al 2022).The GP's customer evaluation and rationale produced ATGB.Consumers will have several eco-friendly brands to pick from due to enterprises' initiatives (Siyal et

Data collection
University students often buy green products, according to earlier research (Gulzari and colleagues 2022).
Several studies have shown that well-educated university students can swiftly understand, analyze, and provide correct environmental data compared to less educated people (Amin and Tarun 2020).We submitted an English questionnaire with Bangla translation to collect data from undergraduate students at Bangladesh's governmental and university systems who are utilizing an online and instructional manual on a 7-point Likert scale, where 1 is 'strongly disagree' and 7 is 'strongly agree.' 40 individuals tested the questionnaire.After the correct answers were given, the first 439 samples were taken.407 valid samples were evaluated.We examined standard questions from the literature to ensure validity and reliability.This survey aims to determine young customers' green purchase intentions.According to table 1, the data indicates that 37.4 percent of males and 62.6 percent of females fall into the specified categories.Additionally, the majority of respondents (66.4%) are under the age of 25, while 32.2% are between the ages of 25 and 35, and only 1.4% are between the ages of 35 and 45. 37.4% exceeded 62.6% in number.Table 1 also shows that 8.1% of the individuals possessed a PhD, 5.2% had completed post-graduate studies, and 86.7% had obtained at least an undergraduate degree (table 1).

Analysis tools
SEM helped us understand the theoretical links between structural model elements and data reliability.AMOS-24 calculates structural models and measures them instantaneously.We investigated each model separately.The measurement model explores item-construct correlations, while the structural model examines causal linkages.

Common method bias testing
Common Method Bias (CMB) may exist because the same instrument records endogenous and exogenous factors.We used analytical and statistical methodologies to ensure CMB is not a major issue (Hossain et al 2023d).Each important concept was tested for non-response bias using an independent t-value analysis.The research found that the first element represented 27% of the variation, and all six variables had beginning values greater than 1.The procedure appears to be relevent (Podsakoff et al 2003).

Measurement scale's descriptive statistics
Table 2 presents several green brand-related descriptive statistics.Green brand positioning, expertise, social value, environmental concern, attitude, and desire to buy are all important.Each variable has a mean, median, mode, and standard deviation.With scores between 5.6 and 5.9, the Green Brand is well-liked.The median score of 6 indicates that most respondents like the Green Brand.The responses have a standard deviation of 1.176-1.573,6 was the most common response.These data show how respondents feel about the Green Brand and may reveal what drives their buying habits.

Measurement model analysis
Measurement analysis of models using each factor's CR, validity, and model fit figure 2. Table 3 shows the study's reliability and validity questions squared multiple correlations, factor loadings, t-values, and p-values.
We tested three times.EFA and CFA initially assessed components' reliability, validity, multicollinearity, and All variables' standardized factor loadings are statistically significant and above their minimum threshold (>0.70), indicating that all measures are reliable (Fornell and Larcker 1981).Two reliability measures that quantify scale item internal consistency are used to assess measurement model validity.The results reveal that composite reliability (CR > 0.70) and Cronbach's alpha values range from.924to.968, which are satisfactory (Hair ( 2010)).

Validity as well as reliability tests
Validity parallel and divergent showed how comparable the measurement model.Table 4 shows the coefficient of reliability (CR), average extracted variance (AVE), and alpha values for measurement element targets.Measuring each element initially determined convergent validity.All variables are loaded over 0.70 (see table 4), which is higher than the minimal value (Hair et al 2012).All CR, AVE, and alpha value computation figures exceed their limits.AVEs, CRs, and Alpha values over 0.70, the measurement model's reliability and validity statistics had sufficient internal consistency.Analyzing inter-item correlates per construct required an AVE square root.Since all square roots of AVE exceeded their correlation values, the test's discriminant validity did not alter.

Structural model analysis
Our structural framework has moderated the indices of model fit: CMIN/DF = 1.539,AGFI = 0.908, GFI = 0.928, NFI = 0.964, CFI = 0.987, RFI = 0.958, IFI = 0.987, TLI = 0.985, and RMSEA = 0.036 (Hossain et al 2023).Table 5 and figure 3 show structural tracks between constructs in our conceptual model.The aggregate model explains 37% and 46% of green purchase intention and attitude toward green brands, respectively (figure 3).Unloaded SEM output elements were eliminated.In the structural equation model, GBP loaded 4 elements; item 5 was removed since its covariance value was higher than its standard value.SV loaded 3 items; item 4 was discarded since its covariance value exceeded its standard value.ATGB loaded three items, but item 3 was excluded due to very high covariance Five of the seven hypotheses were accepted using the structural model using the most likely technique (see table 5).ATGB has a strong association with GBP (β =.197, p < .001);GBK (β =.105, p <.05); and SV(β =.106, p < .05);therefore, H1a, H2a, and H3a are true.SV effects ATGB (β =.106, p < .05);GBP and GBK effects GPI (β =.224, p < .001);(β =.174, p < .001);therefore, H1b and H2b are true.In contrast, SV and ATGB have no direct effect on GPI.This disqualifies for H3b and H5.Model fit indices: X2/d = 1.539,AGFI = 0.908, GFI = 0.928, CFI = 0.987, TLI = 0.985, IFI = 0.987, NFI = 0.964, RMSEA = 0.036 4.5.Moderation analysis 4.5.1.Moderating effects Moreover, the moderation test was obtained from the interaction impact of the independent factors and the moderating variable.The tests showing moderate results were as follows: table 6 displays that EC moderates the direct links between GBP and GPI, GBK and GPI, and SV and GPI, as well as the indirect link via environmental concern.The structural equation model investigation shows estimates of 0.215; 0.165; 0.255; 0.212; and 0.265, in addition to p values of 9.212; 8.017; 10.500; 9.049; and 8.017.p > 0.05 approving hypotheses, H4a; H4b; H4c; H4d; and H4e, that present that EC has a positive effect on direct links between GBP and GPI, GBK and GPI, and SV and GPI, as well as an indirect link via environmental concern.Table 6 shows the moderating effect of EC.

Discussion
Environmental problems are getting more and more attention in modern organizations.(Islam et al 2020) These groups take part in environmental safety activities, give money, make good policies, and take eco-friendly actions.According to a study by Darban et al (2022), customers care more about the environment.Thus, several firms are attempting to establish and oversee specific activities to make them more sustainable.Environmentalism has become one of the most important things to consumers, especially when it comes to personal care and beauty goods.
Researchers and marketers now use green customer behavior as a model (Kaur et al 2022).Because of this, organizations are now focused on making eco-friendly products that don't hurt the environment and can be easily recycled, even if they are made from substances that aren't very dangerous (Wang et al 2022).According to Bradu et al (2022) and Wang et al (2022), green brands and their positioning are little researched.For these explanations, studies concentrate on green factors, including GPI, GBP, GBK, SV, and ATGB.The outcomes of the connection between GBP, GBK, and SV with GPI showed that GBP and GBK greatly inspire GPI.GBP has a direct impact on GPI because a strong green brand positioning increases the likelihood of green purchase intentions.Similarly, both GBP and GBK positively influence ATGB, as both green brand positioning and knowledge contribute to forming positive attitudes towards green brands.In addition, SV also positively influences ATGB, as individuals who perceive social value associated with green purchasing are more likely to have positive attitudes towards green brands.GBK has a direct impact on GPI, as greater green brand knowledge increases the likelihood of green purchase intentions.However, SV and ATGB do not directly impact GPI, meaning that neither perceived social value nor positive attitudes towards green brands directly translate into green purchase intentions.Finally, EC mediates all relationships positively, as environmental concern significantly influences the relations between the variables and significantly impacts green product purchase intentions.
Based on the first findings, GBP has a substantial direct and indirect (via ATGB) impact on GPI.The first finding (H1a, H1b, and H5) for GBP with ATGB and GPI is the same as before (Majeed et al 2022, Wang et al 2022).The second finding (H2a, H2b, and H5) for GBK with GPI involves significant direct and indirect (ATGB is a mediator) impacts.Current research outcomes are supported by prior research (Thilinika and Gunawardana 2020, Siyal et al 2021, Mehraj and Qureshi 2022).The third finding (H3a, H5) for the indirect relationship between SV and GPI via ATGB is the result of research that has the backing of past investigators (Sharma et al 2020).Moreover, results found that (H3b) for the relation between SV and GPI and (H5) for the relationship between ATGB and GPI are not directly related.This outcome is likewise contrary to the previous result (Chin et al 2019, Thilinika and Gunawardana 2020, Siyal et al 2021, Wang et al 2022).Moreover, EC has a substantial useful impact on GBP and ATGB, GBP and GPI, GBK and ATGB, GBK and GPI, SV and ATGB, SV and GPI, and ATGB and GPI relationships.The fourth finding (H4a, H4b, H4c, H4d, and H4e) for the significant effect of EC on the relationships between GBP and ATGB, GBP and GPI, GBK and ATGB, GBK and GPI, SV and ATGB, SV and GPI, and ATGB and GPI is that a previous researcher (Chin et al 2019; Al-Quran et al 2020) supports the findings of So, these are the findings of this research (Chen et al 2021; Hossain et al 2012; Grębosz-Krawczyk et al 2021).The relationship between (SV) and (GPI) might be weak or non-existent (H6).This result contract with previous studies (Siyal et al 2021, Mehraj andQureshi 2022) While social validation can be a motivating factor, personal values, affordability, and product availability may play a bigger role than social validation in driving GPI.The relationship between ATGB and GPI might also be non-significant (H7), this result also differs from previous research (Sharma et al 2020, Thilinika andGunawardana 2020;Beck and Ajzen 1991).A positive attitude might translate into something other than actual purchase behavior due to various factors like price sensitivity, convenience, or lack of trust in the brand's environmental claims.

Conclusion
With a focus on young university students in Bangladesh, the study sought to examine the variables influencing young consumers' propensity to buy green products.This study sheds light on the factors influencing young Bangladeshis' green purchase intentions.While environmental concern remains crucial, positive attitudes towards green brands and stronger green brand knowledge significantly impact their purchasing decisions.To unlock the immense potential of ecologically-conscious consumption among the youth, a collaborative approach involving policymakers, corporate entities, academic institutions, and civil society is indispensable.By synergizing efforts to cultivate affirmative attitudes, enhance knowledge, mitigate practical impediments, and leverage cultural values, we can empower young consumers to become accountable agents of change, driving a sustainable future for Bangladesh.It also offers information on how to moderate EC in the relationships outlined above.The outcomes exposed a substantial positive association between ATGB, GBK, and GPI, demonstrating that as young people's awareness of the significance of green products grows, so does their desire to buy them.The study adds to the body of knowledge by showing how different things affect young consumers' intentions for purchasing green products in Bangladesh.The results show that the retail industry in Bangladesh could benefit from putting more effort into making people aware of how important green products are and teaching them more about them, as well as promoting a positive attitude toward green brands.The findings can also be used to inform campaigns aimed at encouraging young people in Bangladesh to adopt environmentally conscious habits.

Theoretical implication
The research has theoretical ramifications.Firstly, current research offers experimental proof of TPB theory on green buying intentions.It contributes significantly to planned behavior theory (TPB).It improved the experimental research and perception of how diverse components in TPB might result in green buying intentions.It improved comprehension.This study considers every factor in one model and analyzes ATGB's mediating effect for the association between GBP and GPI, GBK and GPI, and SV and GPI based on the TPB.The present research extends the body of knowledge by studying the function of green trust in the connection between GBP and GPI, GBK and GPI, and SV and GPI using the Theory of Planned Behavior (TPB).Furthermore, the study offered empirical proof of the role of environmental concern as a moderator.This research adds to the work of Al-Quran et al (2020), Chin et al (2019), Indriani et al (2019), Thilinika andGunawardana (2020), andSiyal et al (2021).Furthermore, the current study may aid the researcher in future research.

Managerial implication
A rational, methodical approach is also required to better understand the threats, risks, and supports that may decrease or increase pro-environmental patterns of behavior for views on environmentally friendly companies, as well as the interdependence with green goals.Behavioral patterns have an impact on green purchase intentions (Wang et al 2022).Green brand positioning and green customer value are both excellent predictors of green purchase intent.As a result, marketing managers must develop appropriate policies to sustain current GBP, GBK, and SV policies.Managers must create an efficient advertising effort to promote the intention of the green brand.GBP, GBK, and SV are also excellent predictors of ATGB.
Because ATGB serves as a partial intermediary between GBP, GBK, SV, and GPI, marketing managers must adhere to existing GBP, GBK, and SV policies when notifying customers about ATGB.Managers can also use the campaign to promote the ATGB.Furthermore, a limited study combines the green brand in the Bangladeshi cultural context; thus, this research serves as a policy guideline for enterprises that engage in green production.

Limitations and directions for future research
There are various limitations to this study that need to be taken into consideration, despite the fact that it has produced useful insights into influences on youthful buyers and their decision-making processes for environmentally friendly items in Bangladesh.To begin, there is a possibility that the sample size of 407 young people attending universities in Bangladesh is not typical of the overall young consumer population in Bangladesh.Second, the research was only carried out in Bangladesh, so it is possible that the findings cannot be extrapolated to any other nation.In conclusion, the study used self-reported data, which might be skewed due to social desirability bias due to the nature of the question being asked.These constraints can be addressed in further study by employing larger sample sizes, doing the research in a variety of nations, and collecting data using objective measurements whenever possible.
It is imperative to carry out comparable studies in other nations or locations in the future to compare the findings and increase the generalizability of the conclusions.It would also be interesting to research the influence of other variables, such as income, education, and age, on the intention to make green purchases and the contribution of consumer behavior to the development of ecologically sustainable practices.
al 2021; Alnawas et al 2015; Tan et al 2019b).Attitudes are predefined ideas and emotions (Kashi 2019; Hossain et al 2023).Attitude is consistently either favorable or adverse in cognitive decisions, feelings, or behaviors regarding specific events or ideas (Adrita 2020).Consumers are more willing to use eco-friendly products if they are positive about them (Amallia et al 2021).A green brand's favorable image and consumer opinions influence their purchase decisions about eco-friendly items and boost sales (Wang et al 2022).The study hypothesizes: H5: Attitude toward green bands affects green purchase intention.3. Methodology 3.1.Designing a questionnaire Previous research played a role in guiding and shaping the format of our questionnaire in a significant way (figure 1).Green brand knowledge aspects were taken from research conducted by Karatu and Mat (2015), Wang and colleagues (2019), and Yang et al (2021), and social value question items were taken from Amin and Tarun (2020), Zaidi et al (2019), and Yang et al (2021).The researchers Alagarsamy et al (2021), Chaudhary and Bisai (2018), and Tan et al (2019) were concerned about the environmental aspects.According to the findings of Chaudhary and Bisai's (2018) research, participants' attitudes towards products from green brands.The answer options for the question about green purchasing intentions came from a variety of different sources (Alagarsamy et al 2021; Amin and Tarun 2020, Chaudhary and Bisai 2018, Chen et al (2020), Hossain et al 2021).The green brand positioning questionnaire was adapted from the empirical research conducted by Yang et al (2021).
(Shoukat et al 2021)d and Hossain 2019)and H, Thilinika and Gunawardana 2020)t having knowledge about a green brand has a direct positive impact on the attitude towards the brand (Khan et al 2021).The positive attitude, in turn, partially influenced the intention of buying a green product.According to Suki 2016, Malaysian consumers revealed that having knowledge about a brand's environmental friendliness was the most critical factor in determining their intention to purchase green products, the study suggests that having knowledge about green brands can enhance consumers' awareness of green marketing and their interest in environmental protection.Knowledgeable customers favor environmentally friendly companies and products (Chin et al 2019).Social value and green purchase intention Social value reflects the perceived benefit consumers get from associating themselves with a social group or cause, like enhancing their social status and image by buying a green brand.(BhattacharyaandSen2004).The profile image determines the option's social significance.Social values go beyond money it is related to honor, status, and group identity (Masud and Mondal 2017, Altabbaa and Ors 2019).It's true that consumers feel pressured to buy or decide.Societal expectations, pressure from others, and trusted opinions can impact an individual's decision (Amin and Tarun 2020).This implies that 'important people's opinions' affect a person's actions.Enterprises may recognize that SV, such as social consent, belonging, and favorably affecting others, can improve consumer purchase intention(Masud et al 2017, Karuppiah and Ramayah 2023).SV positively affects consumers' ATGB and the GPI OF environmentally friendly items, according to environmental behavior studies(Patel et al 2020).If family, friends, or classmates use green products, a person's faith will grow and the attitude towards green brand may positively influenced(Shoukat et al 2021).People will buy green items if society promotes eco-friendliness(Masud and Alam 2014, Masud and Ferdous 2016, Thilinika and Gunawardana 2020).Social value and buying intention are strongly correlated (Altabbaa and Ors 2019).Eco-friendly products need social group influence to reduce suspicion (Zaidi et al 2019).These facts indicate these hypotheses:
common method bias (CMB).Second, fit indications were used to determine if the measurement model and structural model fit the data.The full structural model's standardized path coefficients tested this study's research hypotheses.Next, the measurement models' fitness, validity, and reliability results are reported.

Table 6 .
Results of moderation effects analysis.