Abstract:
This study investigates the impact of green marketing stimuli (GMS) on customers' green purchase intention in the fast-moving consumer goods (FMCG) market in Rathnapura District, Sri Lanka. Understanding the effectiveness of GMS in influencing consumer behavior towards eco-friendly products in a competitive market is crucial. The study used a quantitative approach, primary and secondary data were gathered, with a structured questionnaire distributed to a sample of 384 customers. Data was analyzed using descriptive and inferential statistics with the support of SPSS software. The study found that green marketing stimuli, including eco-labeling, eco-packaging, eco-branding, and eco-advertising, significantly influence customers' green purchase intention. The study concluded that GMS significantly impacts green purchase intentions, with a 95% confidence level. The model was statistically significant, with an R-squared value of 0.593, suggesting that 59.3% of the variation in green purchase intention is explained by the variation in green marketing stimuli. The results highlight the importance of green marketing strategies for companies operating in the FMCG market in Rathnapura District. The findings suggest that businesses should focus on incorporating green marketing stimuli into their marketing campaigns to influence consumers' green purchase decisions. Future research directions include investigating the impact of individual green marketing stimuli on green purchase intention, exploring the moderating effects of demographics, and examining the role of psychological factors. Further research should compare the effectiveness of different green marketing strategies and conduct cross-cultural studies.
