Abstract:
The purpose of this paper is to investigate the impact of consumers’
attitudes on green purchase intention in Sri Lanka, due to the lack of
consensus that exists in the causal ordering of either antecedent or
mediating variables. Additionally, the literature provides mixed results for
the effects of consumers’ intention on green purchase intention in the global
context while there are few studies in the Sri Lankan context. This study is
an attempt to fill these research gaps. The data were collected over
randomly administering structured questionnaires from 100 green product
buyers in Galle district, Sri Lanka. The partial least square path modeling
(PLS) was used to measure the impact of social influences, environmental
consciousness, environmental responsibility, and health consciousness, on
green purchase intention. The findings of the study provided new ways to
develop green marketing strategies for organizations by considering
environmental concerns, environmental responsibilities, health
consciousness, and social influences.
