Green Purchase Intention in Contrasting Urban Landscapes: A Comparative Study of the Mechanisms Driven by Ecological Value and Risk Perception in Dhaka and Zhengzhou
Growing environmental awareness has increased interest in green consumption, particularly in developing nations like China and Bangladesh. The concept of consuming green products has transformed people's mindsets and behaviors, including in developing nations such as China and Bangladesh, among others. This study investigates how ecological values and individual perceptions such as risk perception and cost-value perception—influence green purchase intention among residents of Dhaka, Bangladesh, and Zhengzhou, China. Using the Value-Belief-Norm (VBN) theory, the research aims to compare these mechanisms across two contrasting urban contexts. A conceptual model was created with ecological values as the independent variable, personal perception (risk perception and cost-value perception) as mediating variables, and green purchase intention as the dependent variable. A cross-sectional survey was conducted with 312 participants from Dhaka and 250 from Zhengzhou, using Likert-scale questionnaires. Data were analyzed via SPSS and AMOS for reliability, validity, and structural equation modeling. Results showed that Zhengzhou residents exhibited higher ecological values and cost-value perception but lower risk perception than those in Dhaka. Ecological values indirectly influenced green purchase intention through risk and cost-value perceptions, which acted as significant mediators. The study concludes that tailored strategies to enhance risk awareness and value perception are essential for promoting green consumption in diverse urban settings.
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