Adrita, Ummul Wara2026-08-242026-08-242020-01-01Adrita, U. W. (2020). Consumers’ actual purchase behaviour towards green product: A study on Bangladesh. International Journal of Business Innovation and Research, 21(3), 311. https://doi.org/10.1504/IJBIR.2020.105923175102522-s2.0-85082594598https://hdl.handle.net/10361/29499Consumers are now getting more concern about environment but the consciousness is not reflected in actual purchase behaviour for green product. Moreover Bangladesh is a good prospect for green market because of the environmental condition along with the noticeable rate of economic growth. This study examines the consumers' actual purchase behaviour toward green product in Bangladesh. The objective of this study is to examine the relation between the actual consumer behaviour and the facts related to green product as availability, information and price to understand why the consumers' of Bangladesh are stepping behind to make green purchase. A survey was made on a structured questionnaire and regression analysis was done. Based on the response of 350 samples, the result shows that each variable has vital influence in consumers' actual behaviour where the availability of product and information have high impact on actual purchase behaviour. © 2020 Inderscience Enterprises Ltd.311 - 323en-USfalseAvailabilityBangladeshGreen productInformationPBPricePurchase behaviourPurchase intentionRegression analysisRetail storeConsumer behavior--Bangladesh.Green marketing.Article10.1504/IJBIR.2020.105923