Boosting ecological food consumption behavior among millennials: role of health consciousness, perceived consumer effectiveness and ethical self-identity

Purpose The aim of the current study is to examine the effect of health consciousness, perceived consumer effectiveness and ethical self-identity on customers green purchase intention and actual behavior through an antecedent–focus–outcome relationship in the context of Bangladesh. Design/methodology/approach For this study, research design was cross sectional and self-administered questionnaire was used for collecting data from the sample respondents. Primary data for this current study were collected from the segment termed as “millennium generation” which consists of young adults between the ages of 18–39 years. Sample technique of this study was judgmental, and a part of non-probability sampling was used for data collection. Statistical tools like SPSS and partial least square (PLS) were employed for the study to examine the…