Purpose The purpose of this paper is to explore the effect of consumption values (such as functional value, emotional value and social value) on purchase intention of customers’ regarding green products and to examine the influence of green trust as a mediator. Design/methodology/approach Cross-sectional research design was considered where self-administered questionnaire was employed to collect data from the respondents. Both statistical package for social science (SPSS) and partial least square (PLS) method, a second-generation technique of structural equation modeling (SEM), were used as statistical tools for analyzing the model and for estimating the parameters. Findings Emotional value has paramount influence on green purchase intention whereas the other two dimensions of consumption values have insignificant impact on customers’ green purchase intention. Moreover, green trust has the most significant effect on customers’ green purchase intention and green trust showed significant mediating effect between three dimensions of consumption values and green purchase intention. Practical implications The findings of the current study may assist the organizations and business owners with the understanding of green consumption and business strategies designed to address the environmental issues. Marketers should emphasize on products functional benefits as well as products social and, most importantly, on emotional benefits to enhance customers’ environment-friendly behavior. Originality/value To the best of the authors’ knowledge, the study is the first to measure the impact of consumption values on green buying intention with the role of green trust as a mediator in Bangladesh. The outcome demonstrates how several variables interact with each other to influence green purchase intention.

This research report aims to explore the factors of experiential marketing to determine their impact on customer satisfaction in the restaurant industry of Bangladesh. Three Hypotheses were developed by the researcher to identify the factors of experiential marketing and their impact on overall customer satisfaction. The research study is conducted by a quantitative research approach to get the insights and understandings of experiential marketing and to figure out the strength of association between dependent and independent variables. Empirical data was gathered by the author himself from 150 respondents who were present in the restaurants at that time through the self-administered survey questionnaire. By applying a convenience sampling method, the researcher collected data from the respondents under different clusters. Researcher used regression and factor analysis to analyze the statistical data through the SPSS software. The research concluded with the significant positive relationships of sense experience, feel experience, and think experience with customer satisfaction. The outcome of the study will assist managers, restaurant owners and, decision makers with the insights and understanding of experiential marketing and its influence on customer satisfaction.