ABSTRACT
In the tourism industry, environmental marketing is an emerging issue that recommends using green products, e.g. healthy food, ozone-friendly products, eco-friendly accommodation, eco-friendly transportation and refillable, reusable, recyclable products. The aim of this chapter is to know the tourists’ purchasing behaviour response in environment-friendly products and also focus on the main factors of environmental marketing that are influential to the tourists’ purchase intention of green products in Bangladesh. This chapter is mainly descriptive in nature and is based on a mixture of primary and secondary data. It proposes an approach to develop the conceptual framework of variables, e.g. environmental attitude, green perceived quality, environment concerns, health and safety concerns, price awareness and purchase behaviour intention of environmental-friendly and green tourism products and services. Primary data was collected with a questionnaire method addressing tourists who have purchased green products previously. A two-stage approach to structural equation modelling (SEM) and path analysis were performed for data analysis by using SmartPLS. Moreover, this chapter will explain the theory of planned behaviour (TPB) in the context of sustainable tourism or ecotourism in Bangladesh. A summary of the main findings of the chapter is that green purchase intention has a positive significant relationship with environmental attitude, green perceived quality, environment concerns and health and safety concerns, whereas awareness of price has a negative influence on green purchase intention towards environmental-friendly and green tourism products and services. Finally, this current chapter addresses managerial implications, challenges and suggestions for tourism products and services development in the sustainable tourism market in Bangladesh. The chapter will help tourist agencies, the tourism industry and marketers to increase in value and be more considerate to tourists’ current needs or demands for safer and better environmental-friendly products.
