Abstract
Fast moving consumer goods sector is one of the expanding industries that influences on the green marketing issues. This study seeks to understand how the impact of green packaging on consumer purchasing intention among millennial generation in Gampaha District. The main objective is “to identify the factors that mostly influence on millennial consumer’s green packaging purchase intention”. According to comprehensive literature review, the researcher identified 4 variables of purchase intention namely; Product Characteristics, Environmental Concern, Government Role and Demographic Factors. Further, researcher was able to recognize the most enhancing components for some independent variables. Then, examined the hypothesis by using PLS-SEM except the Demographic Factors. Therefore, Education, Income and Gender under demographic variables tested chi-square test, Pearson correlation and significances by using SPSS. The researcher distributed questionnaires randomly to selected sample of 200 respondents selected under the multi stage sampling method according to a proportion within the 8 GN Divisions out of 37 in Kelaniya DS Division in Gampaha District who age between 18 – 35 years. All examined variables determined positive relationship with Purchasing Intention except Gender. However, the outcomes represented that no significant effect of Government Role, Environmental Concern, Income, Gender and Investment of Government under the Government Role but other mentioned variables recorded 95% significant on Purchasing Intention. The study identified that younger generation has an awareness and knowledge about ecological behavior. The implications of this study formed awareness into buying intention towards ecological packaging which can be used by FMCG businesses in Sri Lanka when deigning product packages.
Highlights
IntroductionNowadays the feeling about to be “eco – friendly” or “green” has grown in a massive way
These conclusions would be convenient for Fast Moving Consumer Goods businesses which are determined in Sri Lankan economy and business field to enhancement their profits and market share further by satisfying the consumers’ needs and wants, focusing newly trending areas in the business field which are emerging accessible the international market place
Considering the outcomes of the study, government should implement these ecological behaviors among student children because they have to more knowledge about environmentally friendly ways and ecological behaviors, it’s very good investment to the future
Summary
Nowadays the feeling about to be “eco – friendly” or “green” has grown in a massive way. Many companies are trying to promote their products by labeling their goods in the name of eco friendliness. Consumers are becoming more sensitive in their purchasing behaviors according to the environmental sensitivity. Environmental aware is a customer behavior or attitudes that is comely to be worldwide in the period of changes in the impression of customer behavior or attitudes. Consumer who are knowledgeable of and interests in ecological problems are called “green consumer”. Ottman (2003) identified that customers obtained eco production when their primary need for performance, quality of product, convenience and economically were met and when they understood how an ecological product could help to solve the ecological problems Consumer who are knowledgeable of and interests in ecological problems are called “green consumer”. Ottman (2003) identified that customers obtained eco production when their primary need for performance, quality of product, convenience and economically were met and when they understood how an ecological product could help to solve the ecological problems
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