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. REFERENCES Adrita, U. W. (2020). Consumers' actual purchase behaviour towards green product: a study on Bangladesh. International Journal of Business Innovation and Research, 21(3), 311-323. Ahmed, M. A., Arshad, A., Anwar ul Haq, M., & Akram, B. (2020). Role of environmentalism in the development of green purchase intentions: à moderating role of green product knowledge. International Journal of Sustainable Development and Planning, 15(7), 1101-1111. Assarut, N., & Srisuphaolarn, P. (2010). Determinants of green product purchase intentions: The roles of environmental consciousness and product attributes. Chulalongkorn Business Review, 32(1), 108-122. Abd’Razack, N. T., Medayese, S. O., Shaibu, S. I., & Adeleye, B. M. (2017). Habits and benefits of recycling solid waste among households in Kaduna, North West Nigeria. Sustainable Cities and Society, 28, 297-306. https://doi.org/10.1016/j.scs.2016.10.004 Chanda, R. C., Isa, S. M., & Ahmed, T. (2023). Factors influencing customers’ green purchasing intention: evidence from developing country. Journal of Science and Technology Policy Management, ahead-of-print. https://doi.org/10.1108/JSTPM-03-2022-0044 Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: consumers’ perspective. Management Science and Engineering, 4(2), 27-39, https://doi.org/10.3968/j.mse.1913035X20100402.002 Chen, K., & Deng, T. (2016). Research on the green purchase intentions from the perspective of product knowledge. Sustainability, 8(9), 943. https://doi.org/10.3390/su8090943 Costa, C. S. R., da Costa, M. F., Maciel, R. G., Aguiar, E. C., & Wanderley, L. O. (2021). Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production, 313, 127964. https://doi.org/10.1016/j.jclepro.2021.127964 Ditlevsen, K., Sandøe, P., & Lassen, J. (2019). Healthy food is nutritious, but organic food is healthy because it is pure: The negotiation of healthy food choices by Danish consumers of organic food. Food Quality and Preference, 71, 46- 53. https://doi.org/10.1016/j.foodqual.2018.06.001 Fraccascia, L., Giannoccaro, I., & Albino, V. (2018). Green product development: what does the country product space imply?. Journal of Cleaner Production, 170, 1076-1088, https://doi.org/10.1016/j.jclepro.2017.09.190 Glanz, K., Basil, M., Maibach, E., Goldberg, J., & Snyder, D. A. N. (1998). Why Americans eat what they do: taste, nutrition, cost, convenience, and weight control concerns as influences on food consumption. Journal of the American Dietetic Association, 98(10), 1118-1126. https://doi.org/10.1016/S0002-8223(98)00260-0 Han, H. (2020). Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products. Business Strategy and the Environment, 29(6), 2815-2828. https://doi.org/10.1002/bse.2545 Hossain, S. A., & Alam, M. S. (2022). Students’ Attitude towards Online Shopping & the Possibility to Facilitate Its Growth: A Study in Rajshahi City, Bangladesh. Bangladesh Journal of Multidisciplinary Scientific Research, 6(1), 8-14. https://doi.org/10.46281/bjmsr.v6i1.1875 Harahap, A., Zuhriyah, A., & Rahmayanti, H. (2018). Relationship between knowledge of green product, social impact and perceived value with green purchase behavior. In E3S Web of Conferences (Vol. 74, p. 04002). EDP Sciences. Harris, L. C., & Goode, M. M. (2010). Online servicescapes, trust, and purchase intentions. Journal of services marketing, 24(3), 230-243. https://doi.org/10.1108/08876041011040631 Iqbal, J., Yu, D., Zubair, M., Rasheed, M. I., Khizar, H. M. U., & Imran, M. (2021). Health consciousness, food safety concern, and consumer purchase intentions toward organic food: The role of consumer involvement and ecological motives. Sage Open, 11(2), 21582440211015727. https://doi.org/10.1177/21582440211015727 Islam, K. M. A., Shahabuddin, A. M., Omeish, F., Bhuiyan, A. B., & Islam, S. (2023). Effects of brand awareness, religious belief, and brand trust on purchase intentions of halal products among young consumers. Innovative Marketing, 19(4), 247-256. http://dx.doi.org/10.21511/im.19(4).2023.20 Kautish, P., & Sharma, R. (2018). Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector. International Journal of Retail & Distribution Management, 46(10), 894-914. https://doi.org/10.1108/IJRDM-03-2018-0060 Kushwah, S., Dhir, A., & Sagar, M. (2019). Ethical consumption intentions and choice behavior towards organic food. Moderation role of buying and environmental concerns. Journal of Cleaner Production, 236, 117519. https://doi.org/10.1016/j.jclepro.2019.06.350 https://doi.org/10.1016/j.scs.2016.10.004 https://doi.org/10.1108/JSTPM-03-2022-0044 https://doi.org/10.3968/j.mse.1913035X20100402.002 https://doi.org/10.3390/su8090943 https://doi.org/10.1016/j.jclepro.2021.127964 https://doi.org/10.1016/j.foodqual.2018.06.001 https://doi.org/10.1016/j.jclepro.2017.09.190 https://doi.org/10.1016/S0002-8223(98)00260-0 https://doi.org/10.1002/bse.2545 https://doi.org/10.1108/08876041011040631 https://doi.org/10.1177/21582440211015727 http://dx.doi.org/10.21511/im.19(4).2023.20 https://doi.org/10.1108/IJRDM-03-2018-0060 https://doi.org/10.1016/j.jclepro.2019.06.350 Krings et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 42-50 49 Law, M. M. S., Hills, P., & Hau, B. C. H. (2017). Engaging employees in sustainable development–a case study of environmental education and awareness training in Hong Kong. Business Strategy and the Environment, 26(1), 84- 97. https://doi.org/10.1002/bse.1903 Lin, S. T., & Niu, H. J. (2018). Green consumption: Environmental knowledge, environmental consciousness, social norms, and purchasing behavior. Business Strategy and the Environment, 27(8), 1679-1688. Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International journal of consumer studies, 32(2), 163-170. https://doi.org/10.1111/j.1470-6431.2007.00619.x Mishal, A., Dubey, R., Gupta, O. K., & Luo, Z. (2017). Dynamics of environmental consciousness and green purchase behaviour: an empirical study. International Journal of Climate Change Strategies and Management, 9(5), 682- 706. https://doi.org/10.1108/IJCCSM-11-2016-0168 Moorman, C., & Matulich, E. (1993). A model of consumers' preventive health behaviors: The role of health motivation and health ability. Journal of consumer research, 20(2), 208-228. https://doi.org/10.1086/209344 Nekmahmud, M., & Fekete-Farkas, M. (2020). Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation. Sustainability, 12(19), 7880. Nguyen, T. K. C., Nguyen, D. M., Trinh, V. T., Tran, T. P. D., & Cao, T. P. (2020). Factors affecting intention to purchase green products in Vietnam. The Journal of Asian Finance, Economics and Business, 7(4), 205-211. Pagiaslis, A., & Krontalis, A. K. (2014). Green consumption behavior antecedents: Environmental concern, knowledge, and beliefs. Psychology & Marketing, 31(5), 335-348. https://doi.org/10.1002/mar.20698 Policarpo, M. C., & Aguiar, E. C. (2020). How self-expressive benefits relate to buying a hybrid car as a green product. Journal of Cleaner Production, 252, 119859. https://doi.org/10.1016/j.jclepro.2019.119859 Prentice, C., Han, X. Y., Hua, L. L., & Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339-347. https://doi.org/10.1016/j.jretconser.2018.12.014 Parashar, S., Singh, S., & Sood, G. (2023). Examining the role of health consciousness, environmental awareness and intention on purchase of organic food: A moderated model of attitude. Journal of Cleaner Production, 386, 135553. https://doi.org/10.1016/j.jclepro.2022.135553 Parwez, M., Ansari, Z., & Mullick, N. H. (2022). Examining the antecedents of behavioral intention toward organic food in India. Sustainability and Climate Change, 15(6), 422-435. Rose, M. P., & Shanthi, R. (2024). Amplifying Brand Reach through Youtube Influencers. Bangladesh Journal of Multidisciplinary Scientific Research, 9(3), 12-20. https://doi.org/10.46281/bjmsr.v9i3.2228 Ritter, Á. M., Borchardt, M., Vaccaro, G. L., Pereira, G. M., & Almeida, F. (2015). Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106, 507-520. https://doi.org/10.1016/j.jclepro.2014.11.066 Sharma, K., & Bansal, M. (2013). Environmental consciousness, its antecedents and behavioural outcomes. Journal of Indian Business Research, 5(3), 198-214. https://doi.org/10.1108/JIBR-10-2012-0080 Stanton, J. V., & Cook, L. A. (2019). Product knowledge and information processing of organic foods. Journal of Consumer Marketing, 36(1), 240-252. https://doi.org/10.1108/JCM-07-2017-2275 Suprihartini, L., Herdiansyah, D., & Fahrizal, M. (2022). The effects of green product knowledge, perceived price and government policy on green purchase intention in buying hybrid motor vehicles. Enrichment: Journal of Management, 12(5), 3730-3736. Vermeir, I., & Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological economics, 64(3), 542-553. https://doi.org/10.1016/j.ecolecon.2007.03.007 Wang, S., Wang, J., Lin, S., & Li, J. (2019). Public perceptions and acceptance of nuclear energy in China: The role of public knowledge, perceived benefit, perceived risk and public engagement. Energy Policy, 126, 352-360. https://doi.org/10.1016/j.enpol.2018.11.040 Wang, H., Ma, B., & Bai, R. (2019). How does green product knowledge effectively promote green purchase intention?. Sustainability, 11(4), 1193. https://doi.org/10.3390/su11041193 Wang, S., Fan, J., Zhao, D., Yang, S., & Fu, Y. (2016). Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model. Transportation, 43, 123-143. https://link.springer.com/article/10.1007/s11116-014-9567-9 Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: a moderated mediation model of perceived food quality and price sensitivity. International journal of environmental research and public health, 17(3), 850. https://doi.org/10.3390/ijerph17030850 Wandel, M., & Bugge, A. (1997). Environmental concern in consumer evaluation of food quality. Food quality and preference, 8(1), 19-26. https://doi.org/10.1016/S0950-3293(96)00004-3 Xu, X., Wang, S., & Yu, Y. (2020). Consumer’s intention to purchase green furniture: Do health consciousness and environmental awareness matter?. Science of the Total Environment, 704, 135275. https://doi.org/10.1016/j.scitotenv.2019.135275 Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological economics, 134, 114-122. https://doi.org/10.1016/j.ecolecon.2016.12.019 https://doi.org/10.1002/bse.1903 https://doi.org/10.1111/j.1470-6431.2007.00619.x https://doi.org/10.1108/IJCCSM-11-2016-0168 https://doi.org/10.1086/209344 https://doi.org/10.1002/mar.20698 https://doi.org/10.1016/j.jclepro.2019.119859 https://doi.org/10.1016/j.jretconser.2018.12.014 https://doi.org/10.1016/j.jclepro.2022.135553 https://doi.org/10.1016/j.jclepro.2014.11.066 https://doi.org/10.1108/JIBR-10-2012-0080 https://doi.org/10.1108/JCM-07-2017-2275 https://doi.org/10.1016/j.ecolecon.2007.03.007 https://doi.org/10.1016/j.enpol.2018.11.040 https://doi.org/10.3390/su11041193 https://link.springer.com/article/10.1007/s11116-014-9567-9 https://doi.org/10.3390/ijerph17030850 https://doi.org/10.1016/S0950-3293(96)00004-3 https://doi.org/10.1016/j.scitotenv.2019.135275 https://doi.org/10.1016/j.ecolecon.2016.12.019 Krings et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 42-50 50 Zameer, H., & Yasmeen, H. (2022). Green innovation and environmental awareness driven green purchase intentions. Marketing Intelligence & Planning, 40(5), 624-638. https://doi.org/10.1108/MIP-12-2021-0457 Publisher’s Note: CRIBFB stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. © 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). Bangladesh Journal of Multidisciplinary Scientific Research (P-ISSN 2687-850X E-ISSN 2687-8518) by CRIBFB is licensed under a Creative Commons Attribution 4.0 International License. https://doi.org/10.1108/MIP-12-2021-0457 http://creativecommons.org/licenses/by/4.0). http://creativecommons.org/licenses/by/4.0/ http://creativecommons.org/licenses/by/4.0/ http://creativecommons.org/licenses/by/4.0/