Green consumerism in Sri Lankan Perspective: An Application and Extension of Theory of Planned Behavior

Abstract

In globe, resources are limited and human needs are unlimited in nature. In this way, people are attempting to fulfill their needs and wants with limited resources. Due to that, conflicts take place between limited resources and unlimited needs. In line with above argument, resources in the world should be utilized in a proper way. Along the line of this argument, the present study focuses on green consumerism in Sri Lankan context. Theory of Planned Behavior was used and modified in the context of green consumerism. In this way, seven antecedents as environmental attitude, environmental concern, perceived consumer effectiveness, health consciousness, social influence, media influence and perceived government initiatives were incorporated in to the proposed model. Exploratory Factor Analysis and Hierarchical Regression Analysis were used to approach the research questions in this study frame. Findings revealed that, green purchase intention is influenced by environmental attitude, perceived consumer effectiveness and health consciousness. In contrast, green purchase intention was not significantly influenced by environmental concern, social influence, media influence and perceived government initiatives. Based on the research findings, researchers suggested the green marketers to use the marketing communication strategy to induce the young consumers mind towards green products. In addition, governmental bodies and policy makers should draft the specific policy to induce the green consumerism in Sri Lankan Stand point. This might be the green signal to the sustainable development and it’s prosperous.

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