Afia Fahmida
Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh 2202, Bangladesh
Md. Salauddin Palash
Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh 2202, Bangladesh
G. M. Monirul Alam
Department of Agribusiness, Bangabandhu Sheikh Mujibur Rahman Agricultural University, Salna,
Gazipur
Md. Ruhul Amin
Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh 2202, Bangladesh
Consciousness-Behavior Gap, Environmental consciousness, Purchase intention, Eco-friendly, Young consumer
Residential area of Bangladesh Agricultural University (BAU), Bangabandhu Sheikh Mujibur Rahman Agricultural University (BSMRAU), Sher-e-Bangla Agricultural University (SAU), Bangladesh
Knowledge Management
Market analysis
Involving young working people is difficult due to time constraints, but university students represent the young consumer because of their age. They are well educated, have a good understanding of the green movement, and highly cooperative. Students from undergraduate and graduate levels were considered as a sample of the total young population. A total of 200 students from three different fully residential universities (i.e., Bangladesh Agricultural University (BAU), Bangabandhu Sheikh Mujibur Rahman Agricultural University (BSMRAU), Sher-e-Bangla Agricultural University (SAU)) were sampled by the authors between August 10 to September 20 of 2019, maintaining a ratio of the number of total students of these universities. The male to female ratio was 1:1 to obtain the correct scenario from the consumers. Bangladesh Agriculture University (BAU), Mymensingh with a population of 6075 students, 2500 at Sher-e-Bangla Agricultural University (SAU), Dhaka, and 2000 at Bangabandhu Sheikh Mujibur Rahman Agricultural University (BSMRAU), Gazipur. From the total 10575 respondents, considering a margin of 7% by employing statistical formula (Guo et al., 2014; Dogan and Muhammad, 2019), 200 samples (n) were taken, and this sample size is mentioned as reasonable (Roscoe, 1975). n = N / (1+Ne2). Of the 200 respondents, 100 from BAU, 50 from SAU, and 50 from BSMRAU were included. A structured interview schedule was preferred as a survey instrument to collect the required information to address the overall research questions and hypotheses. The homogenous sampling method under a purposive sampling technique was used because of time and cost constraints (Etikan et al., 2016; Black, 2010). The study was based on primary data, both qualitative and quantitative, in type. Data cleansing and the initial test of collinearity (<0.01) were done to eliminate misdirected results. Data Analysis Item analysis based on Likert scale (five-point) items were used for easier but discrete respondents' expression regarding their environmental consciousness level. The general assumption of using the Likert scale is based on the concept that an attitude's strength or intensity is linear in nature. This means that the range is in between strongly agree to strongly disagree. On a 5-point Likert scale, each item calls for checking one of five fixed alternative expressions where weights of 5, 4, 3, 2, 1 were assigned for favorableness of the items and 1, 2, 3, 4, 5 were assigned for un-favorableness of the items. With these statements, this would be possible to conclude whether young consumers have any duality nature of consumption and perception about environmental concerns. Besides, it would be possible to identify whether they have enough understanding of the environment or not, using that knowledge while purchasing or not, and finally remarking the entire situation based on the findings. The internal consistency of the statements was tested using Cronbach's alpha test (Cronbach, 1951). This index of reliability is associated with the variation accounted for by the actual score of the "underlying construct." Construct is the hypothetical variable that is being measured (Hatcher, 1994). It determines the internal consistency or average correlation of items in a survey instrument to gauge its reliability (Santos, 1999). Cronbach's alpha reliability coefficient ranges typically between 0 and 1. However, there is no lower limit to the coefficient. The closer Cronbach's alpha coefficient is to 1.0, the greater the internal consistency of the items in the scale. Cronbach's alpha, a = rk / [1+(k+1)r]. Where k is the number of items considered, and r is the mean of the inter-item correlations. The size of alpha is determined by both the number of items in the scale and the mean inter-item correlations. After the reliability test, the respondents were ranked according to their mean value obtained from responses to the statements and grouped into the lowest mean and the highest mean groups. The highest groups included the top 25 percent and vice versa.
The Bangladesh Journal of Agricultural Economics, 41(2): 29-44, 2020
Journal