Green Supply Chain Management and Its Impact on Consumer Purchase Decisions: Evidence from Bangladesh

Green Supply Chain practices and environmental consciousness are key topics today, influencing sustainable consumer behavior and shaping purchase intention globally. This research studies the impact of perceived green supply chain management (GSCM) compliance, perceived green value, green trust and environmental attitude on consumers’ purchase intention in the context of Bangladesh. Analyzing regression by utilizing 269 responses from an online survey, the study finds that perceived green value (β = 0.623) is the strongest predictor of consumer’ purchase intention, followed by green supply chain compliance (β = 0.142). In contrast, green trust and environmental attitude have not statistically significant effects. The findings highlight the attitude-behavior gap with respect to the Bangladeshi consumers who consider value justifications more than other green supply chain issues. This result suggests that businesses should emphasize the green value propositions and sustainable green supply chain compliance to consumers to boost their purchase intention. This study contributes to the literature on sustainable supply chain management by linking green practices to consumers’ behavior in emerging economies. This research also enriches understanding for businesses to improve their performance by taking value-based supply chain strategies.