University of Dhaka

PhD Research Proposal

On
Investigating the Factors Influencing the Purchase of Green Tech Products

PREPARED BY:
Md. Aslam Uddin
PhD Research Fellow
Roll: 05
Session: 2017-18
Department of Marketing
University of Dhaka

SUPERVISED BY:
Professor Dr. Zakir Hossain Bhuiyan
Department of Marketing
University of Dhaka

Page | 1
 Investigating the Factors Influencing the Purchase of Green Tech Products

1. Introduction

1.1 Background of the Study

Green products got popularity since 1970’s particularly in 1990’s because of the anxieties about
atmosphere and humanity. At this time the regions that are performing better are so much
concerned for making their marketplaces greener build up a sustainable livelihood position
(Hartmann and Ibanez, 2006). One of the papers indicated that 92% of MNCs from Europe
altered their products to address upward concerns of environmental pollution (Vandermerwe and
Oliff, 1990; (Cherian et al. 2012). Consumers from the developed countries including USA and
Western Europe were found to be more aware about the environment (Sabharwal 2019; (Cherian
et al. 2012). However, factors to purchase green products have become a momentous topic in the
last decade. Sustainable development is a system of resource exploitation that aims to meet
human needs by preserving the environment so that these needs can be met not only in presents
but also in the near future.

The study conducted by Bhardwaj et al. 2020 explains the word “green products” in a way that is
usually utilized to depict the products which can protect or improve the atmosphere through
manufacturing, use, or dumping by safeguarding resources and reducing the usage of venomous
agents, effluence, and waste. Therefore, green products tender imminent benefits to the
surroundings and individuals health. Consequently, environmentally cognizant consumers have
exposed an enhanced penchant for them.

As Bangladesh is suffering from the adverse impacts of climate change, it is considered as one of
the susceptible nation in the world. In this connection, this country needs to diminish the
collision of climate change and lessen the negative impacts of natural wealth to make certain
sustainable improvement as well as sustainable living position in the society (Bhuiyan et al.
2020; Voumik and Shah 2014). Hence, this study is here, attempted to investigate the factors
influencing consumers to purchase green products that can boost the sustainable development of
Bangladesh.

This research is only based on green tech products, like environmentally friendlier three items
like LED Bulbs, Energy Efficient LCD Television, and Green cars i,e,. Hybrid cars as
cconsumers are currently buying increasing numbers of eco-friendly products. This information
may potentially be valuable to increase adoption rates for other environmentally friendly
products and ideas.

1.2 Problem Statement:

Green goods are worldwide accepted and used products because it has enormous ecological
advantages (Maichum et al. 2016). Nevertheless, in developing countries like Bangladesh,

Page | 2
marketers have deficient knowledge on the consumers’ intent to buy green products. In addition,
corporate decision-makers are now so much concerned about sustainable expenditure by reason
of severe environmental policy and rising anxiety of stakeholders focused on ecological
preservation (Paul et al. 2016).Therefore, environmental evils and their intimidating impact on
human wellbeing have turned into an imperative issue among academicians, governmental
bodies and authorities of private institutions (Yadav andPathak2016).

The adverse impact of environment could be reduced by consuming the environmentally

friendlier items (which is considered as green products in this paper) (Ritter et al. 2015).
According to Calkins 2008, the manufacturing of green goods has amplified significantly
worldwide; products that will not be detrimental for the surroundings, and can be recycled or
conserved by means of low-toxicity materials. As a result, green products have more
attractiveness among customers worldwide.(Paul et al. 2016; Ritter et al. 2015).

There have been numerous researches done in this area in USA, Japan, Canada, Australia, China,
Malaysia, Srilanka, Netherlands etc. In Bangladesh perhaps no worth mentioning study was
conducted especially on examining environmentally friendlier specific products which can
ensure the sustainable development through green products in Bangladesh. Thus, an explicit
research study is vital to investigate the factors influencing the purchase of green tech products.
The study variables of performance expectancy, effort expectancy, role of salesperson,
facilitating conditions, social influence, hedonic motivation, price value, health benefit,
environmental concern and consumer citizenship behavior and one moderating variable (personal
innovativeness) are still deficient and suffer from the qualm’s conclusions in the context of green
tech products and Bangladesh. Thus, the rationale of the study is to ensure that particular
research instruments are reliable and valid. Result of this study will enhance new understanding
on the profile of Bangladeshi consumers in purchasing green tech products. Furthermore, the
findings of this study will be beneficial to local retailers, importers especially those selling green
tech products by understanding green consumers’ buying patterns.

Foreign retailers who intend to introduce green tech products into Bangladesh will find this study
meaningful too.

1.3 Research Questions

From the aforementioned discussion, it is relevant to ask the following research questions
(RQs):
i) What are the factors influencing consumers to the purchase intention of green tech
products?
ii) What are the role of salesperson on performance expectancy, effort expectancy and
behavioral intention to purchase?
iii) What are the moderating roles of personal innovativeness on the relationship between
environmental concern, effort expectancy and behavioral intention to purchase?

1.4 Objectives of the study

The study objectives are as follows:

1.4.1 Broad Objective:

Page | 3
 The broad objective of this research is to investigate the factors influencing the purchase
intention of green tech products.

1.4.2 Specific Objectives:

To accomplish the main objective, the following specific objectives can be affirmed:
i) To explore the factors influencing consumers to the purchase intention of green
tech products.
ii) To investigate the role of salesperson on performance expectancy, effort
expectancy and behavioral intention to purchase.
iii) To find out whether the relationship between environmental concern, effort
expectancy and behavioral intention to purchase green tech products are
moderated by personal innovativeness.
1.5 Justification of the Study
Though there is huge importance or advantages of consuming or using green tech products, there
have been many people till now who are not currently buying/using green tech products. This
study is really significant and rationale in environmental, marketers and economic perspective as
green tech products have huge impact on the country’s socio-economic development especially
in Bangladesh, and are very beneficial for marketers (Rizwan et al. 2013), as well as energy-
efficient technology contributes an excellent economic worth in persons’ motivation to own
green tech products (Carley et al. 2013). Hence, it is imperative to recognize factors that can
influence to the behavioral intention to purchase green tech products.
This research is very much significant as organizations apply green schemes to increase the
perceived worth of their product and decrease perceived risk of their goods.

2. Literature Review
The terms used in the previous studies for green products comprise environmental products,
ecological products, eco-product, and sustainable products. More than fifty definitions of green
products are found in the prior literature (Bhardwaj et al. 2020; Sdrolia & Zarotiadis 2019).
Researchers have associated green items with atmosphere compatibility, environment safety,
environment responsiveness, environment sustainability, abridged depletion during production,
environment-friendly construction, societal worth, moral features, financial reimbursement,
stability, recyclability, resource-conservation prospective, toxic-free components, squat power
expenditure, a smaller amount of discharges, fewer packaging, guard of public wellbeing, etc
(Bhardwaj et al. 2020; Wee et al. 2011).In addition to that there is a lack of convergence of the
perspectives of academicians, businesses, and consumers on what forms a green product
(Bhardwaj et al. 2020; Durif et al. 2010).
Environmental awareness among consumers worldwide is gaining positive attention;
consequently, promotion of green consumption for confirming healthy living and guard of the
environment is acquiring acceptance (Yu et al., 2018; Dangelico and Vocalelli, 2017). As it is
the part of the Sustainable Development Goals (SDGs), countries seek to preserve the Earth from
quick degradation to approve wealthy living standards by 2030 (United Nations, 2015;
Zinkernagel et al., 2018; Briceno and Santos, 2019). Hereafter, as sustainable environment is
remaining vital to human existence and happiness on Earth, Goal 12 of the 2030 global agenda

Page | 4
pursues to achieve bearable consumption and production that can protect the environment. All
forms of organizations in developing countries have great concentration on sustainable
development and it is a more difficult task which is deficient in huge economic resources to deal
with the environmental‐related problems. As a result new business models are required to
employ in all the economic regions with a view to achieve sustainability (Ordonez-Ponce and
Khare 2021).

The result of Rio+20 demands all particularly corporate organizations, to produce

unanimously tolerable sustainable brands (Singer, 2012). Thus, business organizations are now
interested to compete with finding pioneering ways to encourage sustainable healthy
consumption that concurrently protects the environment whereas promoting green marketing
strategies to their customers.

Nowadays, the world perceives huge environmental problems globally, like environmental
degradation, global warming, ozone depletion, and climate change. All these environmental
issues have momentous penalties on human welfare and quality of life (Subramani and
Devaanandan 2015). The high fossil fuel usage and consumption in transportation increase the
emission of toxins producing the emission of the greenhouse effect that can cause global
warming (Afroz et al. 2015; Aini et al. 2013).

Environmental as well as social welfare are promoted by green marketing (Sharma and Trivedi,
2016). According to Polonsky (2011), green marketing, is the term for example, ecological
marketing, as environmental marketing strategies accountable for pouring the marketing
exchange procedure between product adoptions and consumer choices to lessen environmental
impairment. For this reason, customers and society must desire for bearable environmental
wellbeing. Similarly, green marketing philosophies seek to shape sustainable facility by
promoting green products and brands that are considered to be ecologically harmless for healthy
consumption (Solvalier, 2010). They also share information about green marketing procedures
that requires green manufacturing and consumption. Hereafter, according to Gheorghiu et al.
2013), green marketing strategies can target the eco-friendly consumers who seek to
intentionally keep the environment safe through consuming the green brands.

According to Khan M. and Kar C. N. (2009), the Canadian Medical Association (CMA) has
recently released data that predicts the annual death toll caused by air pollution to reach 21,000
in 2008. CMA warns that 710,000 more people will lose their lives by 2031 due to long-term
exposure to air pollution and the count for acute short-term effects will reach 90,000 deaths.
(Zolfaghari and Zafarmand, 2021).

Moreover, nowadays, numerous marketing researchers are trying to explore the

association between eco-marketing and eco-consumption activities by detecting the opportunities
and challenges connected with this relationship. In addition to, marketers are positively
informing the consumers about the consumption of eco-friendly brands in the developed and the
developing world; hence, captivating the emotions of green doubters to become enthusiastic
green consumers and green brand promoters (Kong et al. 2013; Matthes et al. 2014; Matthes and
Wonneberger, 2014).

Page | 5
Purchase intention of green products is the consideration of consumers to
acquire a product that has eco features (Rashid 2009). However, according to Chen and Chang,
purchase intention of green products is a consumer willingness to purchase particular products
that satisfy the environmental requirements (Chen and Chang, 2012).Green purchase intention
can be intellectualized as a consumer’s inclination to obtain a green item over other non-green
items in their buying consideration (Hassan 2014).

Upper stages of ecological contamination for instance, air pollution, traffic noise, deterioration of
water quality, increasing of garbage disposal and hastily losing ground landfill space etc. are also
negatively affecting Bangladesh, like several Asian cities. Result of the paper will increase new
consideration on the shape of Bangladeshi purchasers in buying green tech products. Since in
Bangladeshi context, there is no research carried out in this area, the outcome of this research
might be valuable to local sellers, mainly those involved in green items’ businesses by
considering the attitudes of green consumers. Overseas retailers who aim to initiate green
products into Bangladesh may also uncover this effort very significant.

2.1 Research Gaps:

Based on the discussion on the prior studies, research gaps of this paper can be stated in the
following way:
Inadequate research is found in Bangladesh in the context of green tech products and factor
analysis of constructs influencing the consumers to purchase these items has not been done
rigorously. Structural Equation Modeling (SEM) in the existing field of literature of Bangladesh
is not of superior quality. Insufficient evaluation of theories is also considered regarding green
tech products adoption in Bangladesh.

Moreover, government of Bangladesh is also cheering people to the purchase of eco-friendly

products due to its support to the sustainable growth of the environment. It is also important for
that reason to mitigate the gap by examining factors that can persuade the purchase of eco-
friendly goods (Chen et al. 2021).

As there is a huge marketing opportunity for green tech products in Bangladesh, the stakeholders
of these products will be influenced to conduct business in this sector by fulfilling these research
gaps. Therefore, the present study addresses these gaps in the literature by examining various
factors that influence to the behavioral intention to purchase green tech products. To support the
widespread adoption of green technology, there is a need to investigate the factors influencing
the purchase of green tech products i, e., LED Bulb, Energy Efficient LCD Television, and
hybrid car to ensure sustainable development. It is so much noteworthy for the marketers,
practitioners, and decision makers who are involved in producing and marketing green tech
products.

3. Theoretical Models and Conceptual Framework

Strauss and Corbin (1990) discovered that research literature may serve different
purposes, such as discovering gaps in understanding, to derive theoretical and

Page | 6
conceptual frameworks. This study further stresses that the emphasis of the qualitative and
exploratory methods of research is the discovery of relevant categories, the relationships between
them, and relating them in new ways.

During last couple of decades, a good quantity of theories or models have been
prepared and employed to examine information system or technology acceptance and/or
usage behavior (Dwivedi et al. 2013, 2019). In this paper, researcher is interested here to discuss
and criticize some theories like (i) Health Belief Model (HBM) (Rosenstock, 1966) (ii) Theory
of Reasoned Action (Fishbein and Ajzen 1975), (iii) Theory of Planned Behavior (TPB) (Ajzen
1991), (iv) Technology Acceptance Model (TAM) (Davis 1989), (v) Innovation Diffusion
Theory (Rogers 1995), (vi) Combined TAM and TPB (Taylor and Todd 1995), (vii) TAM-2
(Venkatesh and Davis 2000), (viii) Unified Theory of Acceptance and Use of Technology
(UTAUT) (Venkatesh et al. 2003), (ix) TAM-3 (Venkatesh and Bala 2008), and (x) Extended
Unified Theory of Acceptance and Use of Technology (UTAUT2) (Venkatesh, Thong, and Xu
2012; Alam et al. 2020). This paper proposes a conceptual model on the basis of those theories,
especially on UTAUT2 (Extended UTAUT) which adapted and identifies ten independent
variables (performance expectancy, effort expectancy, role of salesperson, facilitating conditions,
social influence, hedonic motivation, price value, health benefit, environmental concern and
consumer citizenship behavior), one moderating variable (personal innovativeness) and one
dependent variable (behavioral intention to purchase) from the related literatures.

The theoretical framework as well as hypotheses development is grounded on related literatures.

Based on theoretical framework, independent variables and moderating variable is hypothesized
to affect the dependent variable. In this research, these variables have been analyzed in the study
to determine their importance and significance in consumers’ decisions to purchase green tech
products. The intention of consumers to purchase green tech products may be affected by these
variables either positively or negatively based on their hypothesized argument and prior research.

Page | 7
 Performance
Role of Expectancy
Salesperson
Consumer
Citizenship Behavior

Effort Expectancy

Facilitating
Behavioral
Conditions
Intention to
Purchase
Social Influence

Hedonic
Motivation Control variables
Age
Education
Price Value Gender
Occupation
Income
Health Value

Environmental
Concern Personal
Innovativeness

Figure 1: Proposed Research Model

Based on theoretical framework and conceptual model, the following hypotheses have been
developed:
H1: Performance expectancy is positively associated to behavioral intention to purchase.
H2: Effort expectancy is positively associated to behavioral intention to purchase.

Page | 8
H3: Facilitating conditions is positively associated to behavioral intention to purchase.
H4: Social influence is positively associated to behavioral intention to purchase.
H5: Hedonic motivation is positively associated to behavioral intention to purchase.
H6: Price value is positively associated to behavioral intention to purchase.
H7: Health value is positively associated to behavioral intention to purchase.
H8: Consumer citizenship behavior is positively associated to behavioral intention to purchase.
H9: Environmental concern is positively associated to behavioral intention to purchase.
H10: Role of salesperson is positively associated to behavioral intention to purchase.
H11: Role of salesperson is positively associated to Performance expectancy.
H12: Role of salesperson is positively associated to Effort expectancy.
H13: The relationship between effort expectancy and behavioral intention to purchase is
moderated by role of salesperson.
H14: The relationship between environmental concern and behavioral intention to purchase is
moderated by role of salesperson.

4. Research Methodology

The research, here, is intended to investigate the factors influencing consumers to purchase green
tech items and to examine sustainable development through green tech products by the multi
characteristics of consumer of Bangladesh.

4.1 Research Philosophy

This part presents the methodology used to carry out the current research and validate the
research model proposed in section 3. The research philosophy of this study is positivism where
quantifiable/ testable hypotheses were developed to be tested and validated. Since research
objectives and hypotheses have been developed based on existing theory or knowledge, so, the
deductive approach will be followed in the current study. As deduction requires a relatively large
sample size for a systematic collection of quantitative data to perform the statistical test to
generalize the findings, therefore the survey is the best method to achieve this target (Saunders,
2011).

The research methodology applied for this study is discussed in the following:

4.2 Type of Research:

In this study, both exploratory and descriptive research approaches will be applied. Qualitative
technique will be experienced through focus group discussion (FGD) with experts, academicians,
researchers, dealers of green tech products, and some green tech product users of Bangladesh.
Moreover, quantitative research design will be used to conduct the research. The quantitative
technique is mostly well-matched and suited with the phenomenon to deal with the issues and get
the practical solutions for specific research problem (Hu et al. 2009).This research proposes
several objectives and hypotheses in order to examine specific problems. According to Hair et al.
(2010), quantitative research design is an outstanding way to confirming result and verifying and
invalidating a hypothesis. The design for action covers way for the superior lifetime use of a
product and therefore is indispensable for economic concerns (Dong, 2020).

Page | 9
4.3 Type of Information: To authenticate the lucidity and meanings of measurement items,
twenty consumers of green tech products will be invited to participate in a pilot test. All the
data will be obtained from two data sources, namely primary and secondary sources. Good
sources of secondary data are journals, newspapers, magazines and websites.
4.4 Questionnaire Format: A Self-administered and well-structured questionnaire will be
developed and divided into part A and part B. Part A contains the demographic information
of respondents. Here respondents will be asked about their age, education, gender,
occupation, and monthly income. Part B consists of total 62 items under12 dimensions.
4.5 Scaling Technique: The second part of the questionnaire consists of total 62 items under 12
dimensions using 5-point Likert scale ranging from “1 = strongly disagree” to “5 = strongly
agree”. In order to test the hypothesized relationships, a survey instrument is developed that
used scales to measure ten independent, one moderating and one dependent variable.

4.6 Measurement Instruments

The researcher developed the measurement items from prior studies to ensure the validity of all
measures.

Table 1: Summary of construct with measurement items

Construct Statement Ref.
Performance PE1. I find green tech products useful in my daily life Venkatesh et al.,
Expectancy PE2. Using green tech products increases my chances of 2012; adapted
(PE) achieving things that are important to me. from Yu et al.,
PE3. Using green tech products helps me accomplish 2021; adapted
things more quickly. from Jaafar et
PE4. Using green tech products increases my confidence. al., 2020
PE5. Using green tech products can improve my standard
of living.
PE6. With the use of green tech products, the maintenance
cost would drop.
Effort EE1. Learning how to use green tech products is easy for Venkatesh et al.,
Expectancy me. 2012
(EE) EE2. My interaction with green tech products is clear and
understandable.
EE3. I find green tech products easy to use.
EE4. It is easy for me to become skillful at using green
tech products.
Role of RS1. I like to purchase green tech products because the Adapted from
Salesperson behavior of salesperson is amiable. Lu and Seock,
(RS) RS2. I purchase green tech products because sales (2008), Chan,
representative attracts me. (2013) Berman
RS3. I prefer to purchase green tech products because I get and Evans,
proper information from salesperson. (2007)
RS4. Salespersons speak favorably that encourage me to
purchase green tech products.
RS5. I think salespersons play vital role to buy green tech

Page | 10
 products.
Facilitating FC1. I have the resources necessary to use green tech Venkatesh et al.,
Conditions products. 2012; adapted
(FC) FC2. I have the knowledge necessary to use green tech from Yu et al.,
products. 2021
FC3. Green tech products are compatible with other
technologies I use.
FC4. I can get help from others when I have difficulties
using green tech products.
FC5. I believe that the green tech products are adequately
compatible with my preferences for searching for energy
efficient knowledge.
Social SI1. People who are important to me think that I should Venkatesh et al.,
Influence (SI) use green tech products. 2012; adapted
SI2. People who influence my behavior think that I should from Yu et al.,
use green tech products. 2021
SI3. People whose opinions that I value prefer that I use
green tech products.
SI4. My family members and friends support my decision
to use the green tech products.
SI5. If the green tech products become a trend among
people around me, I would consider using it.
Hedonic HM1. Using green tech products is fun. Venkatesh et al.,
Motivation HM2. Using green tech products is enjoyable. 2012
(HM) HM3. Using green tech products is very entertaining.
Price Value PV1. Green tech products are reasonably priced. Venkatesh et al.,
(PV) PV2. Green tech products are a good value for the money. 2012; adapted
PV3. At the current price, green tech products provide a from Jaafar et
good value. al., 2020
PV4. Green tech products are reasonably priced comparing
with other types of products.
Health Value HV1. It means a lot to me to have a good health. Tudoran, A.,
(HV) HV2. Good health is important to me. Olsen, S. O., &
HV3. I often think about my health. Dopico, D. C.
HV4. I think of myself as a person who is concerned about (2009).
healthy car.
HV5. I am very much concerned about the health related
consequences of what I use.
Environmental EC1. I purchase green tech products because it is Adapted from
Concern (EC) environment friendly Ahmad et al.
EC2. I like to purchase green tech products because I (2010), Lee et
worry about air pollution. al., (2011), Lai
EC 3. I prefer to purchase green tech products because I et al. (2015),
am concerned about environmental problems. DK, T., &
EC 4. I purchase green tech products because I care about Wanninayake,

Page | 11
 energy conservation. W. M. C. (2015).
EC 5.Environmental attitude influences me to buy green
tech products.
Personal PI1.Other people come to me for advice on new Adapted from
Innovativeness technologies Parasuraman,
(PI) PI2.It seems my friends are learning more about the newest (2000)
technologies than I am.
PI3. In general, I am among the first in my circle of friends
to acquire new technology when it appears.
PI4. I can usually figure out new high-tech products and
services without help from others.
PI5. I keep up with the latest technological developments
in my areas of interest.
PI6. I find I have fewer problems than other people in
making technology work for me.
PI7. I am always open to learning about new and different
technologies.
Consumer CCB1. I say positive things about green tech productsto Adapted from
Citizenship others Nguyen and
Behavior CCB2. I give constructive suggestions to people about Pervan (2020);
(CCB) green tech products on how to improve its service. Yi and Gong
CCB3. When I have a useful idea on how to improve (2008); Porricelli
service, I communicate it to someonein itsgreen tech et al.,
products. 2014;Wang, and
CCB4. When I experience a problem in using green tech Ho (2017)
products, I let someone know so that they can improve the
service.
CCB5. I do things that can make Retailer’s service process
easier.
CCB6. I feel very loyal to green tech products.
CCB7. I feel like I really fit in at green tech products.
CCB8. I will keep buying the green tech products.
CCB9. I will recommend my relatives and friends to buy
green tech products.
CCB10. I encourage friends to go to experience green tech
products.
Behavioral BIP1. I intend to continue using green tech products in the Venkatesh et al.,
Intention to future. 2012
Purchase BIP2. I will always try to use green tech products in my
(BIP) daily life.
BIP3. I plan to continue to use green tech products
frequently.

4.7 Sampling Plan

Page | 12
The sampling plan of this study is shown details in the following:
4.8.1 Target Population: The target population of this study is current and potential green tech
product users of Dhaka City of Bangladesh. Dhaka City is selected because it is the capital city
of Bangladesh and is considered the polluted city as most of the traditional cars and vehicles are
driven in this huge populated city. Educated and higher income people are living here and most
of the individuals are health and environment conscious. Hence, they might be persuaded to
purchase hybrid cars.
4.8.2 Sampling Frame: The list of the respondents is not found available at any source so far.
4.8.3 Sampling Technique: This study will use convenience sampling technique to collect the
primary data.
4.8.4 Sample Size: In this study, 450 existing and potential green tech product users from Dhaka
City will be selected as sample.
For the selection of proper sample size to analyze different types of statistical data, a noteworthy
difference in the opinions is found in the literature [Hair et al., 1998]. For an example, a sample
size of 200 is considered as fair and 300 as good for statistical analysis using structural equation
modeling (SEM) [Kline, 2015). It can also be mentioned that the sample size of 450 is more than
ten-fold (14*10=140) that of the arrows directed to an endogenous variable and therefore is
adequate for PLS analysis [ Hair et al., 2011].

5. Fieldwork/Data Collection Method:

Using questionnaire as an instrument, primary data will be collected from the respondents
through personal interviewing method.
6. Data Analysis Techniques:
Data will be analyzed by using the Partial Least Squares (PLS) method based on Structural
Equation Modeling (SEM), to test the hypothesized constructs. The frequency distribution of the
respondents will also be done by using Statistical Packages for Social Sciences (SPSS) updated
versions.
7. Timeline:
The following Time scale will be followed to accomplish the Job:
Table 8: Timeline
Serial Tasks to perform Time
No.
1 Review Literature and Final Proposal December 2021-January 2022
2 Preparation of questionnaire January 2022
3 Data collection January 2022-April 2022
4 Data Entry and analysis May 2022-June 2022
5 Report writing June 2022-September 2022
6 Second Seminar (Presentation of October 2022
thesis)
7 Submission of final thesis November 2022

References

Page | 13
Afroz, R., Masud, M. M., Akhtar, R., Islam, M. A., &Duasa, J. B. (2015). Consumer purchase
intention towards environmentally friendly vehicles: an empirical investigation in Kuala
Lumpur, Malaysia. Environmental Science and Pollution Research, 22(20), 16153-
16163.
Aini, M. S., Chan, S. C., &Syuhaily, O. (2013). Predictors of technical adoption and
behavioural change to transport energy-saving measures in response to climate
change. Energy policy, 61, 1055-1062.
Ajzen, I.. 1991. “The theory of planned behavior.” Organizational behavior and human
decision processes 50 (2): 179–211. doi:10.1016/0749-5978(91)90020-T.
Alam, M. Z., Alam, M. M. D., Uddin, M. A., &Mohd Noor, N. A. (2020). Do mobile health
(mHealth) services ensure the quality of health life? An integrated approach from a
developing country context. Journal of Marketing Communications, 1-31.
Berman, B., & J. R. Evans (2007).Retail management.A strategic approach. Upper Saddle
River New Jersey: PearsonPrentice Hall.
Bhardwaj, A. K., Garg, A., Ram, S., Gajpal, Y., &Zheng, C. (2020). Research Trends in Green
Product for Environment: A Bibliometric Perspective. International Journal of
Environmental Research and Public Health, 17(22), 8469
Bhuiyan, M. A. H., Hassan, S., Darda, M. A., Habib, M. W., &Hossain, M. B.
(2020).Government Initiatives for Green Development in Bangladesh.
Briceno, C.E.B. and Santos, F.C.A. (2019), ~ “Knowledge management, the missing piece in
the 2030 agenda and SDGs puzzle”, International Journal of Sustainability in Higher
Education, Vol. 20 No. 5, pp. 901-916.
Calkins, M. (2008). Materials for sustainable sites: a complete guide to the evaluation,
selection, and use of sustainable construction materials. John Wiley & Sons.
Carley, S., Krause, R. M., Lane, B. W., & Graham, J. D. (2013). Intent to purchase a plug-in
electric vehicle: A survey of early impressions in large US cites. Transportation
Research Part D: Transport and Environment, 18, 39-45.
Carpenter, C. J. (2010). A meta-analysis of the effectiveness of health belief model variables in
predicting behavior. Health communication, 25(8), 661-669.
Chan, Y.L. (2013). Consumers’ purchase intention of green products: an investigation of the
drivers and moderating variables. Elixir Marketing Mgmt., (57A), 14503-14509.
Chen, S., Qiu, H., Xiao, H., He, W., Mou, J., &Siponen, M. (2021).Consumption behavior of
eco-friendly products and applications of ICT innovation. Journal of Cleaner
Production, 287, 125436.
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions. Management
Decision.
Cherian, J., & Jacob, J. (2012). Green marketing: A study of consumers' attitude towards
environment friendly products. Asían social science, 8(12), 117.
Davis, F. D. 1989. “Perceived usefulness, perceived ease of use, and user acceptance of
information technology.”MIS Quarterly 13 (3): 319–340. doi:10.2307/249008.
Dangelico, R.M. and Vocalelli, D. (2017), “Green Marketing”: an analysis of definitions,
strategy steps, and tools through a systematic review of the literature”, Journal of
Cleaner Production, Vol. 165, pp. 1263-1279.
DK, T., & Wanninayake, W. M. C. (2015). Impact of key purchasing determinants on purchase
intention of hybrid vehicle brands in Sri Lanka, an empirical study.

Page | 14
Dong, W., Liu, S., Cao, Y., Javed, S. A., & Du, Y. (2020). Reliability modeling and optimal
random preventive maintenance policy for parallel systems with damage self-
healing. Computers & Industrial Engineering, 142, 106359.
Durif, F., Boivin, C., &Julien, C. (2010).In search of a green product definition. Innovative
Marketing, 6(1), 25-33.
Dwivedi, Y. K., Kapoor, K. K., Williams, M. D., & Williams, J. (2013). RFID systems in
libraries: An empirical examination of factors affecting system use and user satisfaction.
International Journal of Information Management, 33(2), 367-377.
Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2019). Re-examining
the unified theory of acceptance and use of technology (UTAUT): Towards a revised
theoretical model. Information Systems Frontiers, 21(3), 719-734.
Fishbein, M., and I. Ajzen. 1975. Belief, attitude, and behavior: An introduction to theory and
research. Reading, Mass: Addison Wessley.
Gheorghiu, A., Vidrascu, P.A. and Niculescu, M.D. (2013), “The development of the Eco-
marketing, greenperformance and corporate responsibility in a competitive economy”,
Calitatea, Vol. 14, p. 373.
Hair, J. F., Celsi, M., Ortinau, D. J., & Bush, R. P. (2010).Essentials of marketing research
(Vol. 2). New York, NY: McGraw-Hill/Irwin.
Hair, J. F., Ringle, C. M., &Sarstedt, M. (2011). PLS-SEM: Indeed, a silver bullet. Journal of
Marketing theory and Practice, 19(2), 139-152.
Hair, J. F. (1998).RE Anderson⋅ RL Tatham⋅ WC Black. Multivariate Data Analysis with
Readings.
Hartmann, P., & Ibanez, V. A. (2006). Green value added. Marketing Intelligence & Planning.
Hassan, S. H. (2014). The role of Islamic values on green purchase intention. Journal of
Islamic Marketing.
Hu, S. J., Jou, S. Y., & Liu, Y. H. (2009, August).Structural equation model for brand image
measurement of jeans.In 2009 Ninth International Conference on Hybrid Intelligent
Systems (Vol. 1, pp. 89-94).IEEE.
Jaafar, N. I., Sulaiman, A., Moghavvemi, S., Tajudeen, F. P., &Dehdar, F. (2020). Factors
affecting the intention to adopt light-emitting diode lighting at home. Lighting Research
& Technology, 52(8), 1020-1039.
Khan, M. A., Khan, M. Z., Zaman, K., &Naz, L. (2014). Global estimates of energy
consumption and greenhouse gas emissions. Renewable and Sustainable Energy
Reviews, 29, 336-344.
Kirscht, J. P., Haefner, D. P., Kegeles, S. S., &Rosenstock, I. M. (1966). A national study of
ealth beliefs. Journal of Health and Human Behavior, 248-254.
Kong, L., Yin, X., Zhang, Y., Yuan, X., Li, Q., Ye, F., ...& Zhang, L. (2013). Electromagnetic
wave absorption properties of reduced graphene oxide modified by maghemite colloidal
nanoparticle clusters. The Journal of Physical Chemistry C, 117(38), 19701-19711.
Lai, I. K., Liu, Y., Sun, X., Zhang, H., &Xu, W. (2015). Factors influencing the behavioural
intention towards full electric vehicles: An empirical study in
Macau. Sustainability, 7(9), 12564-12585.
Lee, C. H., Eze, U. C. &Ndubisi, N, O. (2011).Analysing key determinants of online
repurchase intentions. Asia Pacific Journal of Marketing and Logistics, 23(2), 200-221.

Page | 15
Lee, C. H., Ling, H. Y., Yeow, J. A, & Muhammad, A. H., (2011). Factors influencing
Malaysia consumers to purchase green product: A conceptual framework. Conference
Paper.
Lu, Y., &Seock, Y. (2008).The influence of grey consumers’ service quality perception on
satisfaction and store loyalty behavior.International Journal of Retail
&DistributionManagement, 36, 907-918.
Maichum, K., Parichatnon, S., &Peng, K. C. (2016). Application of the extended theory of
planned behavior model to investigate purchase intention of green products among Thai
consumers. Sustainability, 8(10), 1077.
Matthes, J., &Wonneberger, A. (2014). The skeptical green consumer revisited: Testing the
relationship between green consumerism and skepticism toward advertising. Journal of
advertising, 43(2), 115-127.
Matthes, J., Wonneberger, A., & Schmuck, D. (2014).Consumers' green involvement and the
persuasive effects of emotional versus functional ads. Journal of Business
Research, 67(9), 1885-1893.
Nguyen, N., &Pervan, S. (2020). Retailer corporate social responsibility and consumer
citizenship behavior: The mediating roles of perceived consumer effectiveness and
consumer trust. Journal of Retailing and Consumer Services, 55, 102082.
Ordonez-Ponce, E., &Khare, A. (2021). GRI 300 as a measurement tool for the United Nations
sustainable development goals: Assessing the impact of car makers on
sustainability. Journal of Environmental Planning and Management, 64(1), 47-75.
Parasuraman, A. (2000). Technology Readiness Index (TRI) a multiple-item scale to measure
readiness to embrace new technologies. Journal of service research, 2(4), 307-320.
Paul, J., Modi, A., & Patel, J. (2016).Predicting green product consumption using theory of
planned behavior and reasoned action. Journal of retailing and consumer services, 29,
123-134.
Polonsky, M.J. (2011), “Transformative green marketing: impediments and opportunities”,
Journal ofBusiness Research, Vol. 64 No. 12, pp. 1311-1319.
Porricelli, M. S., Yurova, Y., Abratt, R., &Bendixen, M. (2014). Antecedents of brand
citizenship behavior in retailing. Journal of retailing and consumer services, 21(5), 745-
752.
Rajasekaran, M. R., &Gnanapandithan, N. (2013). A Study on Green Product and Innovation
For Sustainable Development. Global Journal of Management and Business
Studies, 3(6), 625-632.
Rashid, N. R. N. A. (2009). Awareness of eco-label in Malaysia’s green marketing
initiative. InternationalJournal of Business and Management, 4(8), 132-141.
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.
Rizwan, M., Asif, R. M., Hussain, S., Asghar, M., Hassan, M., &Javeed, U. (2013). Future of
green products in Pakistan: an empirical study about green purchase intentions. Asian
Journal of Empirical Research, 3(2), 191-207.
Rogers, E. 1995. Diffusion of Innovations. 4th ed., 15–23. New York: ACM The Free Press.
Sept. 2001.

Page | 16
Sabharwal, D. (2019). Study of Consumers' Attitudes Towards Marketing of Environmentally
Friendly Products. In Environmental Awareness and the Role of Social Media (pp. 150-
168). IGI Global.
Sdrolia, E., &Zarotiadis, G. (2019). A comprehensive review for green product term: From
definition to evaluation. Journal of Economic Surveys, 33(1), 150-178.
Sharma, M. and Trivedi, P. (2016), “Various green marketing variables and their effects on
consumersbuyingbehaviour for green products”, International Journal of Latest
Technology inEngineering, Management and Applied Science, Vol. 5 No. 1, pp. 1-8.
Singer, N. (2012), Mission control, built for cities—I.B.M. takes “smarter cities” concept to
Rio deJaneiro, The New York Times, p. BU1, available at:
http://www.nytimes.com/2012/03/04/business/ibm-takes-smartercities-concept-to-rio-
de-janeiro.htm.
Solvalier, I. (2010), “Green marketing strategies”, Master theses, Karlstad Business School.
Subramani, S., &Devaanandan, S. (2015).Application of air pollution tolerance index in
assessing the air quality. International Journal of Pharmacy and Pharmaceutical
Sciences, 7(7), 216-221.
Taylor, S., and P. A. Todd. 1995. “Understanding information technology usage: A test of
competing models.” Information Systems Research 6 (2): 144–176.
doi:10.1287/isre.6.2.144.
Tudoran, A., Olsen, S. O., & Dopico, D. C. (2009). The effect of health benefit information on
consumers health value, attitudes and intentions. Appetite, 52(3), 568-579.
United Nations (2015), The UN Sustainable Development Goals, New York, NY, available at:
www.un.org/sustainable development/summit/ (accessed 25 February 2019).
Vandermerwe, S., &Oliff, M. D. (1990). Customers drive corporations. Long range
planning, 23(6), 10-16.
Venkatesh, V., and H. Bala. 2008. “Technology acceptance model 3 and a research agenda on
interventions.” Decision Sciences 39 (2): 273–315. doi:10.1111/j.1540-
5915.2008.00192.x.
Venkatesh, V., Thong, J. Y., &Xu, X. (2012). Consumer acceptance and use of information
technology: extending the unified theory of acceptance and use of technology. MIS
quarterly, 157-178.
Venkatesh, V., and F. D. Davis. 2000. “A theoretical extension of the technology acceptance
model: Four longitudinal field studies.” Management science 46 (2): 186–204.
doi:10.1287/mnsc.46.2.186.11926.
Venkatesh, V., M. G. Morris, G. B. Davis, and F. D. Davis. 2003. “User acceptance of
information technology: Toward a unified view.” MIS Quarterly 27: 425–478.
doi:10.2307/30036540.
Voumik, L. C; Shah, M. G. H. A green Economy in the Context of Sustainable Development
and Poverty Eradication: What are the Implications for Bangladesh? J. of Eco.andSus.
Dev. 2014, 5 (3), 119-131.
Wang, Y. B., & Ho, C. W. (2017). No money? No problem! The value of sustainability: social
capital drives the relationship among customer identification and citizenship behavior in
sharing economy. Sustainability, 9(8), 1400.
Wee, H. M., Lee, M. C., Jonas, C. P., & Wang, C. E. (2011). Optimal replenishment policy for
adeteriorating green product: Life cycle costing analysis. International Journal of
Production Economics, 133(2), 603-611..

Page | 17
Yadav, R., &Pathak, G. S. (2016). Young consumers' intention towards buying green products
in a developing nation: Extending the theory of planned behavior. Journal of Cleaner
Production, 135, 732-739.
Yi, Y., & Gong, T. (2008). The effects of customer justice perception and affect on customer
citizenship behavior and customer dysfunctional behavior. Industrial Marketing
Management, 37(7), 767-783.
Yu, C. W., Chao, C. M., Chang, C. F., Chen, R. J., Chen, P. C., & Liu, Y. X. (2021). Exploring
Behavioral Intention to Use a Mobile Health Education Website: An Extension of the
UTAUT 2 Model. SAGE Open, 11(4), 21582440211055721.
Yu, Y. S., Luo, M., & Zhu, D. H. (2018). The effect of quality attributes on visiting consumers’
patronage intentions of green restaurants. Sustainability, 10(4), 1187.
Zinkernagel, R., Evans, K. and Neij, L. (2018), “Applying the SDGs to cities: business as usual
or a new dawn?”, Sustainability, Vol. 10 No. 9, p. 3201.
Zolfaghari, M., &Zafarmand, S. J. (2021).Analysis of the Personal Cars Sustainability in
Relation with Their Formalistic Characteristics in Iran. In EcoDesign and Sustainability
II (pp. 115-131). Springer, Singapore.

Page | 18