The Role of Perceived Value and Green Consumption Attitude on Purchase Intention of Eco-Bag: A Study on Young Consumers

In recent decades, consumers have been eventually shifting towards responsive green consumption behaviour. This study will examine the role of perceived value (social value, environmental and economic value) on attitude which, in turn, affects young consumers' purchase intention eco-bag. A conceptual model was adopted by developing hypotheses analysed through structural equation modelling. The survey performed where data were obtained from 373 Chattogram, commercial capital Bangladesh. empirical results suggest that social a significant positive influence attitude. Furthermore, is also found to be critical factor influencing for purchasing research help marketers, policymakers, concerned stakeholders create awareness among customers regarding eco-bag usage benefits drive industry sustainability enhance revolution competitive market structure. Keywords: Economic Value; value; JEL Classification: M31. Q56