The Influence of Green Packaging, Green Campaigns and Green Attitude on Green Behavioural Intentions of Consumers: Evidence from Sri Lanka

Abstract

Various green constructs have been explored so far from different aspects, but surprisingly no study has been conducted to explain theoretically how green packaging, green campaigns, and green attitudes affect green behavioural intentions. This research aims to investigate how green packaging and green campaigns lead to the formation of a green attitude and subsequently affect the green behavioural intentions of consumers. Further, it investigates how the impact of green skepticism influences green attitudes and green behavioural intentions. The present research has been designed within the positivistic paradigm, and a self-administrated questionnaire was used to collect the data based on a convenience sample of 194. A SEM model was used to analyze the data based on SPSS and Amos 23. This research found that both green packaging and green campaigns positively influence to form a positive green attitude among customers and will consequently impact green behavioural intentions. The other construct studied was the negative influence of green skepticism on green attitude and green behavioural intentions, but the results were not statistically significant. This research contributes to bridging the gap that existed due to the nonexistence of a theoretical model needed to help policymakers and consumers who strive to protect the environment and behave as responsible citizens. This theoretical model explains the influence of green packaging, green campaigns, and green attitudes on green behavioural intentions.