Analyzing the Impact of Social Media, Promotional Efforts and Reference Groups on Consumers Buying Behavior of Eco-Friendly Products in Bangladesh

Eco-friendly products are becoming market leader day by day. As a result, it is raising the demand for the eco-friendly products around the world. Green consumption is the buying and non-buying decisions completed by consumers based minimum partly on ecological criteria. Green marketing integrates a wide range of activities, including product alteration, production process variations, packaging variations, price alterations as well as altering the promotional theme. The paper aims to analyze the impact of social media, promotional efforts and reference groups on consumers buying behavior of eco-friendly products in Bangladesh. The study adopts the quantitative analysis of three aspects that may impact on consumers' buying behavior. By using convenient and judgmental sampling method, the data has been collected from 200 respondents. Data are analyzed using frequency, mean, standard deviation, correlation analysis and regression analysis. From the outcomes of regression analysis, this study is discovered that all three aspects like social media, promotional efforts and reference groups as the vital facets, which influence consumers buying behavior of eco-friendly products. The study can help greening development along with influential aspects of the consumers buying behavior. The paper deals genuine way and pertinent recommendations to the greening companies. Eco-friendly products producing companies will be benefited definition all three aspects of consumers buying behavior of eco-friendly products in Bangladesh.