Abstract:
This study aims to investigate the factors affecting consumer purchase intention of green
products in the context of the Sri Lankan food and beverage industry. It attempts to give a better
understanding of the reasons to purchase green products to minimize the harmful effects for the
environment. Moreover, the study was conducted by using the extended Theory of Planned
Behavior (TPB) including environmental consciousness and health consciousness with other
three prevailing constructs in TPB (i.e., attitudes towards green products, subjective norms, and
perceived behaviour control). The literature to measure the effect of these additional constructs
on green purchasing intention with the TPB model was very limited and carried out in Sri Lanka
also very limited. Therefore, this study attempted to filling the research gaps regarding the green
products purchase intention. This study targeted the consumers who are in 18 years or above in
Sri Lanka as the population and consumers who purchased green products recently and live in
Sabaragamuwa province selected as respondents using a random sampling method while 200
questionnaires were distributed among the respondents using emails and personally. The
achieved sample consists of 178 questioners. Out of 178 questioners 150 were usable. An online
questionnaire survey was conducted for collecting data via Google form and data analysis was
conducted by using both SPSS and Smart PLS 3 software. Then, the study found that attitudes,
environmental consciousness, and health consciousness positively and directly affect the
purchase intention of green products while subjective norms and perceived behavior control did
not statistically significant. Further environmental consciousness and health consciousness
positively affect the attitudes and perceived behavior control but not the subjective norms. This
study highly contributes for the academics, managers and policy makers to understanding the
consumer purchase intention of green products in the context of the Sri Lankan food and
beverage industry that was proven by this contemporary study.
