Consumer’s Green Product Buying Decision: Impact of Selected Factors

Abstract

In recent years the concern on environmental issues have become more prominent in both global and local presence. Consequently, the consumers are also paying more attention on environmental products with the increase of environmental awareness. As there is an emerging market segment for green product of Fast Moving Consumer Goods (FMCG) sector in Sri Lanka, marketers could attain the competitive advantage by targeting on this emerging market segment. Consumers have realized that their consumption activities may result in environmental deterioration, which, in turn, may transform and motivate them in making ecologically conscious purchases such as green buying. Consequently, businesses have begun to modify their behaviour in an attempt to address environmental and social issues as a way of their social responsibility and attract consumers towards green products and promote environmental sustainability. The present study was designed to explore how far environment consciousness, eco labeling and green advertising impact on consumer’s green product buying decision. Accordingly, 384 respondents of 20-59 age range were selected by convenience sampling method and a structured questionnaire with 23 questions is used to collect data. In this context, results revealed that, green product buying decision was significantly influenced by environment environmental consciousness, eco labels, and green advertising. In practice, marketers of the green products might focus on marketing in order to communicate and enhance the awareness on green product and consumer’s environmental concern which might tap the consumers’ mindset to prefer the green products. Further Implication of the study might be useful for policy makers to provide incentives to green products manufacturers who are truly green in their manufacturing processes.