Analyzing the Impact of Multidimensional Attitudes and Subjective Norms on Green Consumption Intention and Behavior towards Organic Cosmetics in Bangladesh

This study investigates the psychological and social determinants of green consumption behavior in Bangladesh’s organic cosmetics market by extending the Theory of Planned Behavior (TPB). Using a structured questionnaire, data were collected from 383 urban consumers and analyzed using SPSS. The research highlights that attitudes towards the environment, green consumption, and organic cosmetics, along with subjective norms, significantly and positively influence green consumption intention. In turn, intention strongly predicts actual green consumption behavior, explaining 43.4% of its variance. These results confirm the mediating role of intention and highlight the effectiveness of multidimensional attitudes in predicting sustainable consumer actions. Regression model revealed that most of the hypothesized relationships were supported: attitudes towards the environment and green consumption, as well as subjective norms, significantly predicted green consumption intention, and intention strongly predicted green consumption behavior (while attitude towards organic cosmetics did not have a significant effect). The study demonstrated that the multidimensional approach to attitudes—dividing general environmental concern, green lifestyle attitudes, and product-specific attitudes—provides a nuanced understanding of intention formation. While environmental and green lifestyle attitudes significantly influenced intention, product-specific attitudes did not, supporting the view that broader values may be more predictive than individual product perceptions in low-trust markets. The findings contribute to bridging the attitude–behavior gap and offer practical implications for marketers and policymakers aiming to promote environmentally responsible consumption in emerging markets in Bangladesh.