The Impact of Eco-Labeling on Customers’ Green Purchase Intention: A Comparative Study Between Cargills Food City and Lanka Sathosa Supermarkets in Polonnaruwa District

Abstract

The increasing global concern over environmental degradation has prompted both consumers and businesses to prioritize eco-friendly practices and products. This study investigates the role of Eco-labeling as a green marketing strategy and its influence on customers’ green purchase intention within the context of the supermarket industry in Sri Lanka, focusing on Cargills Food City and Lanka Sathosa supermarkets in the Polonnaruwa District. The objectives of this research are twofold: firstly, to assess the current level of eco labeling and customers’ green purchase intention, and secondly, to analyze the impact of eco labeling on customers’ green purchase intention in the selected two supermarkets. The study aims to bridge existing research gaps in understanding green marketing strategies within the Sri Lankan market, particularly in the supermarket industry. By exploring eco labeling as a green marketing strategy, this research seeks to enhance consumers’ awareness of the environmental attributes and benefits of green products, thereby influencing their purchasing behavior towards more environmentally sustainable choices. The study was conducted as a comparative study. Structured questionnaire was used as the method of data collection and selected 380 supermarket customers of Cargills Food City and Lanka Sathosa supermarket in Polonnaruwa district as the sample of this study. Convenience sampling method was used to make the sampling frame and quantitative research approach used for this study. Univariate and regression analyses were used to analyze the data. The findings indicate that there is a strong positive impact of eco labeling on customers’ green purchase Intention in both supermarkets. Moreover, this study supposed that the suitable usage of Eco Labeling will increases the Customers’ Green purchase Intention.