Consumption values, perceived consumer effectiveness, eco-knowledge and green purchase behaviour of environment friendly and energy efficient electronic products market

Over the past few decades, marketers and researchers have paid much attention to the underlying motivation for green purchase behaviour. The present study is designed to investigate the green purchase behaviour of electronic products market using the theory of consumption values. Functional value, social value, emotional value, epistemic value, conditional value, and corporate image value are tested in relation to green purchase behaviour of environment friendly and energy efficient electronic products market. In addition to that perceived consumer effectiveness is tested as the mediator between the consumption values and green purchase behaviour while eco-knowledge is tested as the moderator in the relationship between perceived consumer effectiveness and green purchase behaviour. Data are collected through a structured questionnaire survey from the six big cities of Bangladesh namely Dhaka, Chittagong, Rajshahi, Khulna, Sylhet and Comilla. The respondents of this study are the actual buyers of environmentfriendly and energy efficient electronic products. Partial Least Square Structural Equation Modelling are used to analyse the collected data using Smart PLS software version 2.0M3. The analysis reveales that functional value, social value, conditional value, corporate image value and perceived consumer effectiveness are positively and significantly correlated with green purchase behaviour. Besides, a significantly positive relationship is found among functional value, social value, conditional value, corporate image value and perceived consumer effectiveness. Perceived consumer effectiveness mediates the relationship between functional value, social value, epistemic value, corporate image value and green purchase behaviour. It is also found that ecoknowledge moderates the relationship between perceived consumer effectiveness and green purchase behaviour. The research findings provide some theoretical contributions to the literature and provide insight into consumers' green purchase behaviour towards environment-friendly and energy efficient electronic products. The findings of this study also have a lot of insightful managerial implications, especially for the industry, policy makers and the government.