Abstract:
This study was conducted to identify the impact of attitudes towards environment on green
purchase behavior with the mediating effect of green purchase intention. Sample of the study
was selected among the customer population of supermarkets in Sri Lanka. Convenient sampling
technique was used to take a sample of 121 from the target population. Questionnaire based
survey was conducted to gather data from the selected sample. Regression analyses was
performed to analyze the gathered data. SPSS version 23 was used to analyze that data. The
study found that attitude towards environment significantly influence green purchase intention
(0.001, 9.7%). It also influenced consumers’ green purchase behavior significantly (0.000,
15.9%). Green purchase intention also significantly influences the green purchase behavior
(0.000, 42.5%). Green purchase intention significantly mediates the relationship between
attitudes toward environment (0.003) and green purchase behavior (0.000). The results of this
study found that 47% of Green purchase behavior was explained by these two factors; green
purchase intention and attitudes toward environment. This study will attempt to enhance the
green purchase behavior of customers through green purchase intention with attitudes toward
environment.
