Abstract

This empirical research investigates the role of sustainable consumption in climate change mitigation among Bangladeshi residents, emphasizing the psychological and social elements that affect green buying intentions and mitigation behaviors. A cross-sectional survey utilizing quantitative methods was carried out involving 450 households chosen via multi-stage stratified random sampling across eight administrative divisions, ensuring both urban and rural representation. Data were examined through SPSS for descriptive statistics and reliability, and AMOS for structural equation modeling. The results indicate a notable disconnect between attitudes and actions: while the majority of participants possess positive opinions about sustainable consumption, their real-world green purchasing actions are minimal. Eco-literacy by itself demonstrates a direct negative impact on green buying intentions, implying that knowledge without a sense of control can result in discouragement. Nonetheless, eco-literacy has significant positive indirect impacts via perceived consumer effectiveness and social impact. Both perceived consumer effectiveness and social influence positively and significantly influence green purchase intention, which, in turn, has a remarkably strong positive impact on behaviors that mitigate climate change. The research emphasizes that in the collectivist and climate-sensitive environment of Bangladesh, sustainable consumption is influenced primarily by community standards and beliefs in efficacy rather than by just environmental awareness. Suggestions involve directing awareness efforts to enhance perceived consumer efficacy, utilizing local peer and faith-based networks to normalize eco-friendly practices, partnering with credible community figures to challenge fast fashion messages, and tackling structural obstacles like elevated costs and insufficient infrastructure via subsidies and circular economy programs. Policies must incorporate sustainable consumption within national climate action plans, emphasizing cost-effective, accessible, eco-friendly products and family-centered incentive programs to facilitate widespread climate mitigation at the household level.

This work is licensed under a Creative Commons Attribution 4.0 License.