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.
Highlights
The environmental concern had become an emerging trend due to the massive exposure to environmental problems
Respondents who occupied as executives are about 246 and represents 64 percentages and 75 of respondents are occupied under manager and above level and represent 19.5 percentage. 47 of the respondents are trainees and 16 are students with respective percentages of these two groups as 12.2 percent and 4.2 percent
Sri Lankan consumers possess environmental consciousness and they actively support the environment by purchasing and consuming products which are known to be environmentally friendly, this was supported by accepting H1, Consumers environmental consciousness have significant impact on green product buying decision
Summary
The environmental concern had become an emerging trend due to the massive exposure to environmental problems. According to Moisander (2007) socially responsible consumers are consumers who consider about the public consequences emerged as a result of their private consumption, and attempt to use their purchasing power to bring a social change. Further in aligned with previous studies the majority of consumers have realized that their purchasing behaviour has a direct impact on many ecological problems (Han, Hsu, & Sheu, 2010). Consumers make an effort to familiarize this new threatening situation by considering environmental issues and purchasing more ecologically compatible products or green products. According to Chen and Chai (2010) a green product is a product which has minimum impact on environment and it incorporates these strategies with recycled materials, reduced packing and using less harmful substances.
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