




































BANGLADESH JOURNAL OF MULTIDISCIPLINARY SCIENTIFIC RESEARCH 9(3) (2024), 42-50 

 

42 

        MULTIDISCIPLINARY SCIENTIFIC RESEARCH 
          BJMSR VOL 9 NO 3 (2024) P-ISSN 2687-850X E-ISSN 2687-8518 

         Available online at https://www.cribfb.com 

     Journal homepage: https://www.cribfb.com/journal/index.php/BJMSR 

                                                                                                                                                                                                    Published by CRIBFB, USA 
                                                                                                                                     

DIVULGING YOUNG POPULATION’S WILLINGNESS TO 

PURCHASE GREEN PRODUCTS                
 

 Werner J. Krings (a)1    Sayma Sharmen (b)     Md. Faisal-E-Alam (c)     Abul Bashar Bhuiyan (d)    
 

(a)Professor, Department of Marketing, Framingham State University, USA; E-mail: wkrings@framingham.edu   
(b)Assistant Professor, Department of Business Administration, Dhaka International University, Dhaka, Bangladesh; E-mail: 

sayma.bba@diu.ac 
(c)Ph.D. Fellow, Institute of Bangladesh Studies (IBS), University of Rajshahi-6205, Bangladesh and Assistant Professor, Department of 

Management Studies, Begum Rokeya University, Rangpur-5404, Bangladesh; E-mail: faisal.mgt@brur.ac.bd 
(d)Associate Professor, Faculty of Business and Accountancy, University of Selangor, Malaysia; E-mail: bashariuk@gmail.com 

    

 
A R T I C L E I N F O 

 
 

Article History: 
 

Received: 16th May 2024 

Reviewed & Revised: 16th May 

to 27th July 2024 

Accepted: 29th July 2024 

Published: 6th August 2024 

 
Keywords: 

 

Health Consciousness, Environmental 
Consciousness, Green Product Knowledge, 

Purchase Intention, Young Population 

 

 

JEL Classification Codes: 

 

D12, M31, Q50 

 
      Peer-Review Model:  

 

      External peer review was done through  

      double-blind method        

 
A B S T R A C T 

 
Over the past few years, the concern for growing consumer interest in green products has rapidly 

expanded throughout the world. This study investigates the factors influencing consumers’ purchase 

intention of green products. The target population of this study is the young users who are basically 

students from several universities in Framingham, USA. For this study, data were gathered through 

Google form sent by email, along with a cover letter for the respondents’ convenience. The respondents 

made up the final sample size of the research. They were sent invitations to participate, and their 

responses were gathered after their approval. A five-point Likert scale was used where ‘1’ stands for 

‘Strongly Disagree’ and ‘5’ stands for ‘Strongly Agree’ to determine the item-wise questionnaire. The 

final sample size was n=514. Moreover, to evaluate the hypotheses, a 5% significance level and SPSS 

software was used to analyze the data for research. The outcome of this study shows that health 

consciousness, environmental awareness, and green product knowledge have a positive and significant 

impact on consumers’ intention to buy green products. These variables can explain 46.80% of the 

variance in predicting behavioral intentions to purchase green products. It is found that among the three 

determinants, health consciousness (β = 0.413) had the highest impact on the purchase intention of green 

products among young people compared to other variables. This research might provide significant 

clues to the manufacturers of green products that can severely influence consumers to buy eco-friendly 

goods for their well-being. 

 
 

© 2024 by the authors.   Licensee CRIBFB, USA. This open-access article is distributed under the 
terms and conditions of the Creative Commons Attribution (CC BY) license 
(http://creativecommons.org/licenses/by/4.0).  

            

 

INTRODUCTION 

The rapid growth of the global economy and the quick development of industrial sectors have resulted in a significant 

increase in global consumption worsening environmental degradation. As consumers become more conscious of the 

environmental impact of their purchase habits, they tend to seek out sustainable products, with the products to benefit. 

Although meeting human wants remains a crucial element of consumer behaviour, the conservation of the environment has 

become a primary concern. Participating in green consumption is a practical way to improve environmental sustainability. 

Aware of the worsening environmental conditions, environmentally conscious consumers prioritise products with minimal 

ecological impact when purchasing. Consumers have a crucial role in promoting the green revolution, as their involvement 

in environmentally friendly consumption has good effects on the environment, economy, and society (Nekmahmud & 

Fekete-Farkas, 2020). More attention is being paid to purchasing eco-friendly products to reduce customers’ environmental 

impact (Adrita, 2020). However, despite significant efforts and increasing consumer concerns regarding environmental 

issues, the market share for environmentally friendly items remains significantly restricted (Wang et al., 2019). 

Internationally, the drive towards sustainable development compels consumers to reassess their outlooks and priorities, 

which are becoming more closely linked to the acquisition of products. As a result, green consumerism has become a topic 

of discussion, acknowledged for its complexities and vulnerability to several factors, such as housing issues that greatly 

affect consumers’ inclination to buy ecologically friendly products. Simultaneously, developing nations increasingly express 

                                                      
1Corresponding author: ORCID ID: 0000-0002-2071-5703 
© 2024 by the authors. Hosting by CRIBFB. Peer review is the responsibility of CRIBFB, USA.  

https://doi.org/10.46281/bjmsr.v9i3.2237 

 
To cite this article: Krings, W. J., Sharmen, S., Faisal-E-Alam, M., & Bhuiyan, A. B. (2024). DIVULGING YOUNG POPULATION’S WILLINGNESS 

TO PURCHASE GREEN PRODUCTS. Bangladesh Journal of Multidisciplinary Scientific Research, 9(3), 42-50. 

https://doi.org/10.46281/bjmsr.v9i3.2237 

http://creativecommons.org/licenses/by/4.0/)
http://creativecommons.org/licenses/by/4.0/)
https://www.openaccess.nl/en
https://doi.org/10.46281/bjmsr.v9i3.2237
https://orcid.org/0000-0002-2071-5703
https://orcid.org/0009-0000-8641-2820
https://orcid.org/0000-0002-7341-7945
https://orcid.org/0000-0003-1763-124X


Krings et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 42-50

 

43 

a growing concern for the environment, impacting their attitude towards environmentally friendly items. The USA, a 

developed country in North America, is seeing tremendous progress in its industrial sectors, making it vulnerable to 

environmental deterioration and the release of greenhouse gases due to the excessive use of fossil fuels. As a result, people 

in this area are becoming more vocal about the negative impact on the environment and the consequences that come with it. 
This study aims to clarify the factors that significantly impact customers’ tendency to make environmentally conscious 

purchases, specifically by examining their purchasing intentions in the context of USA.  

The article outlines its structure, including the introduction. The literature review section examines relevant prior 

studies. The materials and methods section describe the research design and procedures. The results and discussions present 

and interpret the findings and the conclusions summarize key insights and implications. 

 

LITERATURE REVIEW 

Green products are items that are produced using Clean or Green technologies, which are essentially ecologically beneficial 

technology (Chanda et al., 2023). These goods offer consumers and the environment advantages by reducing their impact 

on environmental degradation. At the same time, they help save natural resources by speeding up recycling operations (Costa 

et al., 2021). According to Chen and Chai (2010), green products involve tactics such as recycling, using recycled materials, 

reducing packaging, and minimising the use of harmful substances to impact the environment positively. Fraccascia et al. 

(2018) defined green products as those typically made from materials with low adverse effects on the environment, making 

them easier to dispose of and recycle. This strategy guarantees long-term economic expansion and promotes a conducive 

atmosphere for the overall welfare of individuals. Within the literature on consumption behaviour, green products are 

defined as goods produced using techniques that employ less natural resources, demonstrate diminished adverse 

environmental effects, and produce minimum waste (Policarpo & Aguiar, 2020). In their procurement process analysis, 

researchers identified purchasing intention as a crucial element influencing the entire buying process (Prentice et al., 2019). 

Hence, we consider health consciousness, environmental consciousness, and green product knowledge as the determinants 

of intent to purchase green products in the USA.  

Consumers increasingly emphasise their health, actively searching for food choices that provide both mental 

gratification and physical sustenance to minimise potential negative impacts on their overall well-being (Glanz et al., 1998). 

Individuals who want to maintain a high standard of living often participate in health-conscious activities and use 

preventative measures to protect their health and overall well-being (Michaelidou & Hassan, 2008). Individuals prioritising 

their health in everyday activities are classified as “health-conscious” consumers (Yadav & Pathak, 2017). Customers often 

prioritise health factors while purchasing (Xu et al., 2020; Hossain & Alam, 2022; Rose & Shanthi, 2024). Choosing organic 

products, as demonstrated by Parwez et al. (2022), is associated with multiple health benefits. Ditlevsen et al. (2019) argue 

that consumers’ main reason for buying organic products is frequently based on health considerations. In this sense, health 

consciousness refers to the degree to which individuals actively engage in and oversee health-related activities (Moorman 

& Matulich, 1993). Health consciousness refers to the degree to which an individual incorporates health issues into their 

daily activities (Wang et al., 2019). Considering health factors is crucial when making decisions regarding the acquisition 

of green products (Wandel & Bugge, 1997), including the act of acquiring such environmentally friendly products (Ritter 

et al., 2015). Consumers’ increased health awareness positively influences their desire to buy environmentally friendly 

items, highlighting the connection between personal well-being and eco-conscious consumer decisions. Research has shown 

that customers are increasingly becoming more conscious of health concerns and prefer buying natural and health-focused 

food products (Iqbal et al., 2021). Consumers’ health consciousness substantially influences the purchase intention of 

organic food products. Therefore, our argument suggests that individuals who are more aware of their health are likely to 

actively seek out green items that do not offer any health hazards. As a result, they may gain a more extensive understanding 

of this endeavour. 

Environmental consciousness refers to individuals’ recognition of environmental concerns and their proactive 

commitment to addressing them (Wang et al., 2016). Environmental consciousness comprises factors related to an 

individual’s tendency towards engaging in pro-environmental behaviour. With advancements in research and the easy 

availability of information to consumers, citizens have been interested in sustainability-related issues and their 

environmental effects. This encompasses those who previously had limited interest in environmental matters, impacting 

consumers’ intentions to purchase (Kushwah et al., 2019). Environmental consciousness, a component of social 

consciousness, is an internal factor that reflects psychological characteristics that influence individuals’ tendency towards 

engaging in pro-environmental behaviours (Sharma & Bansal, 2013). It encompasses values, emotional responses, 

personality traits, and attitudes (Kautish & Sharma, 2018). Mishal et al. (2017) conducted a study on environmental 

knowledge and customer attitudes towards green products, which found a favourable association between the two factors. 

Environmental consciousness covers an individual’s comprehension of environmental challenges and their associated 

actions (Lin & Niu, 2018). Hence, customers’ adoption of green products promotes principles and convictions that benefit 

the environment. Environmental consciousness refers to a particular aspect of personal values that guide consumer 

behaviour to benefit the environment (Abd’Razack et al., 2017). In addition, persons who possess environmental 

consciousness exhibit traits and attitudes such as loyalty and a strong feeling of dedication (Law et al., 2017). Pagiaslis and 

Krontalis (2014) confirmed that environmental awareness substantially and directly influences consumers’ inclination to 

buy ecologically sustainable products. Consumers with a deep understanding and awareness of the environment are likelier 

to have positive attitudes toward green practices. This, in turn, leads to more competition in the market, driven by consumer 

behaviour that prioritises environmental consciousness (Law et al., 2017). Assarut and Srisuphaolarn (2010) conducted a 

study demonstrating that an individual’s environmental awareness indirectly impacted purchasing intentions by influencing 



Krings et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 42-50

 

44 

attitudes towards environmentally friendly products. Therefore, our argument advocates that individuals who are more aware 

of the environment are likely to look for green products that do not affect the environment.  

Product knowledge refers to the understanding and information about a particular product, which helps 

stakeholders make informed decisions (Stanton & Cook, 2019). The information retained in the memory of customers has 

a substantial impact on their assessment and choices when making purchases (Wang et al., 2019). Environmental value is 

derived from environmental awareness, leading to green purchasing, as stated by the theory of green purchase behaviour 

(Han, 2020). Similarly, acquiring information about ecologically sustainable items through environmental advertising 

enhances customers’ awareness and comprehension of such products, impacting their purchasing decisions in favour of eco-

friendly options. Likewise, customers’ understanding of environmentally friendly items can strengthen their intent to 

purchase green products. Increased understanding of environmentally friendly and green products, driven by a greater 

awareness of the environment, influences consumers’ choices to buy green products (Zameer & Yasmeen, 2022). A robust 

understanding of products significantly contributes to environmentally conscious purchasing behavior (Harahap et al., 

2018). Previous studies have shown a robust association between awareness of environmentally friendly items and the level 

of trust or belief in the effectiveness of such products (Vermeir & Verbeke, 2008). Consumers who deeply understand the 

characteristics, features, and usefulness of environmentally friendly items tend to feel more assured when assessing these 

products, directly impacting their intentions to buy them (Harris & Goode, 2010). Moreover, green product knowledge 

indirectly affects the green purchase willingness of the consumers (Wang et al., 2019). Therefore, our argument suggests 

that individuals who are more aware of green products are likely to buy green products that do not affect the environment 

actively.  

The literature review offers a summary of scholarly works, imparting valuable insights and delineating connections 

among the influence exerted by health consciousness (HLTHCN), environmental consciousness (ENCN) and green product 

knowledge (GNPKN) on the purchase intention of green products. 

This research aims to measure the impact of HLTHCN, ENCN, and GNPKN on green product purchase intention 

among young people in the USA. Based on the above literature review, we propose the following hypotheses: 

H1: There will be a positive connection between health consciousness (HLTHCN) and intent to purchase green products 

(IPGP). 

H2: There will be a positive connection between environmental consciousness (ENCN) and intent to purchase green 

products (IPGP). 

H3: There will be a positive connection between green product knowledge (GNPKN) and intent to purchase green products 

(IPGP). 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Figure 1. Study Framework 

 

MATERIALS AND METHODS 
This study aimed to analyse consumer behaviour in the USA about the propensity to buy ecologically green items. The 

research technique used is effective for its overall objective and employs a scaling methodology for its analytical approach. 

The study sample consisted of university students located in Framingham, USA. The reason for choosing this particular 

demographic, rather than the larger population, stemmed from the expectation that its members would have a higher level 

of exposure to and knowledge of green products. In order to streamline the process of gathering data in Framingham, USA, 

a total of 600 questionnaires were given to university students using google forms sent via email. These questions were 

accompanied by a cover letter and were shared across many internet platforms. Participants were motivated to increase the 

response rate by providing incentives, such as mobile recharge vouchers, as a reward for completing the survey. The authors 

obtained 514 responses from participants, out of which 86 contributions were considered ineligible due to inappropriate 

entries and were subsequently eliminated from the analysis. The response rate was 86 percent. The survey consisted of two 

sections, which included four separate concepts and demographic information about the participants. The study utilised four 

scales: health consciousness, environmental consciousness, green product knowledge, and purchase intention. To evaluate 

Health Consciousness 

(HLTHCN) 

Environmental 

Consciousness (ENCN) 
Intent to Purchase Green Products 

(IPGP) 

H2 (+) 
 

Green Product Knowledge 

(GNPKN) 



Krings et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 42-50

 

45 

the hypotheses, we employed recognised and trustworthy multi-item assessment scales that had been previously validated. 

The questionnaire was created using scales borrowed from preexisting studies. The items for each construct were assessed 

using a 5-point Likert Scale, where “1” represented a position of “Firm Disagreement” and “5” indicated a stance of “Firm 

Agreement” on the scale.  
 

Table 1. Reliability and Validity Analysis 

 
Construct Items Loading Cronbach () value 

Health Consciousness (HLTHCN) HLTHCN1 0.748 0.785 

HLTHCN2 0.846  

HLTHCN3 0.847  

HLTHCN4 0.945  

Environmental Consciousness (ENCN) ENCN1 0.793 0.936 

ENCN2 0.883  

ENCN3 0.925  

ENCN4 0.849  

Green Product Knowledge (GNPKN) GNPKN1 0.984 0.873 

 GNPKN2 0.749  

 GNPKN3 0.725  

Intent to Purchase Green Products (IPGP) IPGP1 0.703 0.847 

IPGP2 0.937  

 IPGP3 0.839  

 IPGP4 0.937  

 

Data analysis is conducted using a three-step approach. First, a preliminary test is performed to remove measures 

within each construct that do not adequately explain the variation in the relevant construct. Following that, Confirmatory 

Factor Analysis is conducted to evaluate the reliability and validity of the model. Finally, hypotheses are analysed via SPSS 

software. The reliability of the collected data from the questionnaire was assessed using Cronbach’s alpha. The results 

revealed that the Alpha coefficient was 0.77, which is considered a satisfactory number, indicating a high level of reliability 

for the current study. The measurement scales are displayed in Table 1. Health consciousness (HLTHCN) and environmental 

consciousness (ENCN) were taken from Parashar et al. (2023), green product knowledge (GNPKN) was taken from Wang 

et al. (2019), and intent to purchase green products (IPGP) was taken from Islam et al. (2023). 

 

RESULTS AND DISCUSSIONS 

The tabulated data (in table 2) presents the demographic characteristics of the respondents, including students from several 

universities in Framingham, USA. The information includes factors pertaining to age, gender, and educational qualifications. 

Among the respondents, there are 372 individuals aged between 18 and 30, accounting for 72.4% of the total. A total of 98 

individuals, representing 19.1%, fall within the age range of 31 to 40 years.  

 

Table 2. Demographic Information 

 
Items N % 

Age (in years)   

From 18 to 30 years  372 72.4% 

From 31 to 40 years  98 19.1% 

More than 40 years 44 8.5% 

Gender   

Male 365 71.1% 

Female 149 28.9% 

Education   

Bachelor Degree 432 84% 

Postgraduate Degree 82 16% 

**n=514 

 

There are 44 respondents in a demographic segment that is over 40 years old, which represents 8.5% of the total 

sample. There are 365 male responders, making up 71.1% of the total. In contrast, the group of female participants consists 

of 149 individuals, accounting for 28.9% of the total sample. The number of individuals with a Bachelor’s degree is 432, 

which accounts for 84% of the total respondents. The number of individuals having a Postgraduate Degree is 82, accounting 

for 16% of the total respondents. The total sample size is indicated as n=514 respondents. This detailed demographic analysis 

provides extensive insights into the makeup of the surveyed student population in Framingham, USA. 

 

Table 3. Descriptive Analysis of the Study variables 

 
Variables N Mean Std Deviation 

Health consciousness (HLTHCN) 514 4.746 0.3647 

Environmental consciousness (ENCN) 514 4.637 0.4362 

Green product knowledge (GNPKN) 514 4.735 0.4039 

Intent to purchase green products (IPGP) 514 4.879 0.3573 

 



Krings et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 42-50

 

46 

Table 4. Analysis of the Normality Test 

 
Variables  Skewness Kurtosis 

Health consciousness (HLTHCN)  0.462 -0.473 

Environmental consciousness (ENCN)  0.274 -0.542 

Green product knowledge (GNPKN)  -0.242 0.454 

Intent to purchase green products (IPGP)  -0.345 0.433 

 

Table 3 displays the descriptive statistics for the study variables associated with the purchase intention of green 

products among USA’s individuals. The results of the normality assessment fall within the specified range (see Table 4), 

and are thus considered acceptable. 

 

Table 5. Correlation Matrix 

 
Variables HLTHCN ENCN GNPKN IPGP 

Health consciousness (HLTHCN) 1.000    

Environmental consciousness (ENCN) 0.463** 1.000   

Green product knowledge (GNPKN) 0.349** 0.444** 1.000  

Intent to purchase green products (IPGP) 0.306** 0.348** 0.531** 1.000 

**p < 0.05 (n=514) 

 

Table 5 illustrates the correlation matrix, highlighting the relationships between independent variables and intent 

to purchase green products (IPGP). Health consciousness (HLTHCN) (r = 0.306, p < 0.01), environmental consciousness 

(ENCN) (r = 0.348, p < 0.01), and green product knowledge (GNPKN) (r = 0.531, p < 0.01) show significant positive 

correlations with IPGP. These correlations indicate that higher levels of health consciousness, environmental consciousness 

and greater knowledge of green products are associated with a stronger intent to purchase green products. 

 

Table 6. Regression Coefficient Analysis 

 
 β value t- value Sig. Tolerance VIF 

HLTHCN 0.413 6.634 0.000** 0.748 2.083 

ENCN 0.337 5.637 0.000** 0.874 1.937 

GNPKN 0.273 4.865 0.000** 0.937 2.182 

R2 = 0.468 or 46.8% 

Durbin Watson value= 2.382 

Dependent variable: Intent to Purchase Green Products (IPGP) 

*p < 0.10; **p < 0.05 (n= 514) 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Figure 2. Regression Results 

 

In this research, Table 6 (six) and figure 2 (two) shows the test of hypotheses. Table 6 (six) also indicates that 

R2=0.468 or 46.8% determines the variance on intention which encirclements three variables like health consciousness 

(HLTHCN), environmental consciousness (ENCN), and green product knowledge (GNPKN) where these are accepted at a 

5% significance level.  

In terms of regression analysis, hypothesis 1 (one) shows there is a causal connection between health consciousness 

(HLTHCN) and intent to purchase green products (IPGP) that is accepted at the rate of 5% significance level (β = 0.413, p 

< 0.05). The past study also supports this result as health consciousness act as a robust influencing factor of consumers’ 

behavioral intention in context of the purchasing green products (Xu et al., 2020; Hsu et al., 2916). The results of this study 

highlight the importance of individuals’ awareness and concern for their health in influencing their intentions to purchase 

environmentally friendly products in the USA’s market. The research underscores that health-consciousness influences 

HLTHCN 

ENCN IPGP 

H2: β=0.337 
 

GNPKN 

R2 = 46.80% 

 



Krings et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 42-50

 

47 

consumers’ inclination to purchase environmentally-friendly products. The correlation between health consciousness and 

the intention to buy green items indicates that people who demonstrate increased consciousness and concern for their own 

well-being are more likely to make environmentally conscious buying decisions (Nguyen et al., 2020; Iqbal et al., 2021). 

This is consistent with the idea that health-conscious individuals view environmentally friendly items as a way to protect 

their health and well-being, contributing to the increasing popularity of eco-friendly consumption. Hypothesis 2 proves a 

causal connection, suggesting a positive relationship between environmental consciousness (ENCN) and the intention to 

buy green products (IPGP). This statement is supported by evidence at a 5% level of significance (β = 0.337, p < 0.05). 

Previous studies support this discovery, highlighting the strong impact of environmental consciousness on customers’ 

intentions to act, specifically when it comes to purchasing eco-friendly products (Mishal et al., 2017; Assarut & 

Srisuphaolarn, 2010). The presence of a direct relationship between environmental consciousness and the desire to buy 

environmentally friendly items underlines the importance of ecological factors in consumers’ decision-making processes in 

the USA’s market. Individuals that possess an intensified environmental consciousness are more likely to use green items, 

demonstrating a conscientious dedication to ecological responsibility (Zameer & Yasmeen, 2022; Wang et al., 2020). This 

promotes the claim that, in the specific context of USA, consumers who demonstrate greater levels of environmental 

awareness are more inclined to indicate a desire to buy environmentally friendly products. Hypothesis 3 (three) establishes 

a causal connection, signifying a positive relationship between green product knowledge (GNPKN) and the intention to buy 

green products (IPGP). This statement is supported by evidence at a 5% level of significance (β = 0.273, p < 0.05). Previous 

studies support this discovery, accentuating the strong impact of green product knowledge on customers’ intentions to 

purchase green products in USA. Past studies confirm this finding, emphasizing the strong impact of green product 

knowledge on customers’ intentions to act, specifically when it comes to purchase environmentally friendly products (Wang 

et al., 2019; Chen & Deng, 2016). This study shows the significant influence of green product knowledgeas a factor in 

affecting consumers’ inclinations to participate in environmentally sustainable consumption habits (Suprihartini et al., 

2022). The presence of a direct relationship between knowledge about environmentally friendly items and the desire to 

acquire them stresses the significance of making well-informed choices when it comes to adopting eco-friendly products in 

the USA market. Consumers who have a thorough knowledge of green products are more likely to show a willingness to 

buy, which demonstrates an informed dedication to making sustainable choices (Ahmed et al., 2020). This supports the 

claim that, in the specific context of USA, people who have a deeper understanding of environmentally friendly items are 

more inclined to express a desire to buy such products. In order to promote environmentally conscious purchasing habits, 

governmental and corporate activities should prioritise enhancing consumers’ favourable views towards eco-friendly items. 

This can be accomplished by spreading positive information about environmentally friendly commodities and promoting 

sustainable lifestyles (Wang et al., 2019). Governments should take action to shape societal norms around environmentally-

friendly consumption. This can be done by encouraging the use of green office supplies, offering ongoing financial support 

for green products, and improving infrastructure to make it easier for people to adopt green products. These measures will 

help increase consumers’ sense of control over their behaviour concerning green consumption. Simultaneously, corporations 

should actively pursue technological innovation in order to create new environmentally-friendly products that offer 

improved performance while being more cost-effective.  

 

CONCLUSIONS 

This study aimed to identify the factors influencing customers’ decisions to buy green products in the USA, thereby 

addressing a gap in the literature. The analysis reveals that health- and environmentally-conscious consumers generally 

favour green products and are likely to purchase them for consumption. The findings suggest that factors such as health 

consciousness, environmental consciousness, and green product knowledge are critical determinants of purchase intent of 

green goods among health-conscious consumers in the USA. Specifically, this study focuses on analyzing the level of 

understanding of green products and how it influences the intention to purchase—a factor that has not been previously 

investigated in studies on green product consumption behavior in the USA.  

Managers should prioritise highlighting the health advantages linked to eco-friendly products in marketing 

initiatives, demonstrating how these items positively impact individuals’ overall health and wellness. Integrating themes 

that align with health-conscious principles can increase the attractiveness of environmentally friendly products in USA. 

Efforts to educate consumers about the beneficial health effects of environmentally-friendly products can play a crucial role. 

Clear information shown on labels or conveyed through advertising materials can sway health-conscious consumers’ 

purchasing choices. Companies ought to incorporate environmentally conscious branding tactics to fit with the values of 

eco-aware consumers in USA. Conveying a firm dedication to environmental sustainability through multiple channels helps 

build a favourable brand perception. Exhibit transparency in sustainable activities, including sourcing and production, is 

essential. Companies should effectively convey their environmental initiatives, certifications, and eco-friendly activities to 

establish confidence and attract environmentally sensitive consumers. It is crucial to allocate resources toward consumer 

education programs to enhance awareness and understanding of environmentally friendly products. Companies can 

disseminate extensive information regarding environmentally friendly products’ ecological elements, certifications, and 

advantages through diverse communication methods. Facilitating informed decision-making can be achieved by ensuring 

the availability of comprehensive information on green products in retail areas. Transparent product labeling and clear 

information about the sustainability characteristics of items can help consumers make environmentally informed decisions. 

To recapitulate, companies in the USA have the opportunity to strategically tailor their marketing and communication 

strategies to address the unique concerns and preferences of health-conscious, environmentally aware, and well-informed 

consumers. By aligning strategies with these crucial factors, it is possible to effectively impact the purchasing intentions of 

USA consumers towards environmentally friendly goods and products.    



Krings et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 42-50

 

48 

Author Contributions: Conceptualization, W.J.K., S.S., M.F.E.A. and A.B.B.; Methodology, W.J.K.; Software, W.J.K.; Validation, W.J.K., S.S., 

M.F.E.A. and A.B.B.; Formal Analysis, W.J.K., S.S., M.F.E.A. and A.B.B.; Investigation, W.J.K.; Resources, W.J.K.; Data Curation, W.J.K.; Writing – 

Original Draft Preparation, W.J.K., S.S., M.F.E.A. and A.B.B.; Writing – Review & Editing, W.J.K., S.S., M.F.E.A. and A.B.B.; Visualization, W.J.K.; 

Supervision, W.J.K.; Project Administration, W.J.K.; Funding Acquisition, S.S., and M.F.E.A. Authors have read and agreed to the published version of 
the manuscript. 

Institutional Review Board Statement: Ethical review and approval were waived for this study due to that the research does not deal with vulnerable 

groups or sensitive issues. 

Funding: The authors received no direct funding for this research. 

Acknowledgments: Not Applicable. 

Informed Consent Statement: Informed consent was obtained from all subjects involved in the study. 

Data Availability Statement: The data presented in this study are available on request from the corresponding author. The data are not publicly available 
due to restrictions. 

Conflicts of Interest: The authors declare no conflict of interest.                                                                                                                                                                                                                                   

 

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