Green purchase behavior towards green housing: an investigation of Bangladeshi consumers.

Worldwide green products are getting popularity and acceptance due to energy crisis, climate change, and other environmental degradations which reveal the upcoming challenges of the twenty-first century. In construction industry, green housing (GH) is an emerging concept towards environmental sustainability. However, this study intends to consider the green purchase intention of Bangladeshi consumers towards GH through augmented theory of planned behavior (TPB) implantation. To investigate proposed hypotheses, the structural equation modeling (SEM) approach is applied on a sample set of 319 valid responses residing in Dhaka City and aging over 20 years. The empirical results infer that attitude and consumers' perceived behavioral control are significant features of green purchase intention and have a vital role in green purchase behavior. In contrast, environmental concern, environmental knowledge, and subjective norm have no direct effect on the green purchase intention of consumers towards GH in Bangladesh. Instead, environmental knowledge and environmental concern indirectly affect the green purchase intention. The findings of the present study can contribute to the existing literature to understand Bangladeshi consumers' green purchase intention and their green purchase behavior and promote GH which can play a robust role in environmental sustainability.