YOUNG CONSUMERS' ECO-FRIENDLY FOOD PURCHASING CONSCIOUSNESS-BEHAVIOR GAP IN BANGLADESH:

The demand for eco-friendly food is increasing globally, including Bangladesh. This study aimed to examine the environmental consciousness and knowledge-behavior gap of young consumers regarding eco-friendly food purchasing intentions in Bangladesh. Survey data were collected from 200 young university students employing purposive random sampling methods in 2019. The results reveal that most young consumers have strong environmental consciousness and intention to purchase green products. While purchasing, they usually prefer eco-labeled and environment-friendly products. The factors fueling the respondents' environment consciousness-behavior gap include unavailability of eco-friendly products, the high price of available eco-friendly products, and minimum eco-friendly product alternatives to conventional products. Making eco-friendly products available for all and alternatives to regular food commodities will favorably foster the purchasing intention of eco-friendly food in Bangladesh.