Sandeepani DMM* and Samaraweera GC
Department of Agricultural Economics, Faculty of Agriculture, University of Ruhuna,
Kamburupitiya, Sri Lanka
Abstract
Consumers have more concerned about the ‘green concept’ and thus lead the industry to focus on ‘green
marketing’ with the rapid increase in environmental and health considerations. In the Asian context, the studies
on green marketing are still in their initial stages and more research is needed to gain its full potential within the
market. As green marketing has become a novel and emerging concept in the Sri Lankan market, the present
study focused to identify the consumer awareness and attitude towards green products while evaluating the
consumer perception towards selected green marketing tools; eco-labelling, eco-branding and eco-packaging. A
questionnaire survey was conducted among 150 randomly selected residents in Mapalana Magin Pahala Grama
Niladari Division. Results indicated that the female consumers were willing to pay a premium price for green
products to conserve the environment. Multiple linear regression analysis revealed that the income and education level
have a highly significant contributions towards the consumers’ purchase intention towards green products and
the majority (82.7%) and used the products promoted by green marketing (52%) due to their high
quality. Furthermore, the results of independent sample t-test revealed that the gender significantly shapes ecolabelling,
eco-branding
and
eco-packaging
attributes
on
consumer
purchase
behaviour.
Hence,
the
findings
will
be
instrumental
for marketers and policymakers for the effective implementation of green marketing tools while
considering gender and other attributes in particular.
Keywords:
Green marketing, Green products, Purchase behavior
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* - Corresponding Author
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