Determinants Influence on Green Purchase Intention among Young Consumers in University of Sri Jayewardenepura

Abstract

The purpose of this study is to measure the determinants influence on green purchase intention among young consumers in University of Sri Jayewardenepura. Based on the prior studies, the study identified determinants of green purchase intention such as environmental knowledge, environmental attitude, government initiative, green advertising and price. A quantitative study was conducted to address the research objectives. The survey was done among young consumers in University of Sri Jayewardenepura. The used sample method was convenient sample collection. Primary data were gathered through a questionnaire and evaluate the questionnaire through five-point likert scale. There were 254 usable questionnaires from undergraduates of University of Sri Jayewardenepura. The data was analyzed using IBM SPSS statistics 23. Descriptive statistics, correlation analysis were used to evaluate the gathered data. Five hypotheses were developed to conduct this research and those were tested using Spearman’s Correlation Analysis and Multiple Regression Analysis. The results of the research indicated that price has the much significant influence on green purchase intention among young consumers in Sri Lanka. Also environmental attitude and government initiative have significant influence on green purchase intention among young consumers in Sri Lanka. In contrast, environmental knowledge and green advertising have no significant influence on green purchase intention.