Relationship between the factors affecting on Green Purchasing Behaviour and Green Purchasing Intention: A study of Online Shoppers at Keells Supermarkets in Sri Lanka

Abstract

Currently, global awareness of environmental issues has heightened, prompting widespread concern for embracing green practices. The effects of eco-friendly choices are increasingly evident, motivating the focus of this study on green product purchase intentions within the context of Sri Lanka. The primary aim is to investigate the factors influencing the green product purchase intention of online shoppers. In this study, Green Product Purchase Intention is the dependent variable, with Supporting Environmental Protection, Drive for Environmental Responsibility, Green Product Experience, Environmental Friendliness of Companies, and Social Appeal identified as the independent variables. The study targets online shoppers at Keells Supermarket across the country, and a convenient sample of 150 customers from Keells Supermarkets in Galle and Matara were surveyed using a questionnaire using a Google® form. The collected data underwent both descriptive analysis and inferential statistics. The study's findings reveal a significant and positive correlation between the five variables: Supporting Environmental Protection, Drive for Environmental Responsibility, Green Product Experience, Environmental Friendliness of Companies, and Social Appeal with the Green product purchase intention. All stated objectives were successfully met, highlighting the need to encourage groups with lower emphasis on green purchasing intentions. Based on the study's results, the researcher recommends that marketing professionals devise targeted strategies to popularize green purchase intentions and attract more environmentally conscious customers. Additionally, future research on this concept should encompass a broader geographical scope, employ a trilingual questionnaire, and include supermarkets other than Keells. These enhancements will contribute to a more comprehensive understanding of green consumer behaviour in Sri Lanka.