A Study on the Factors influencing the Green Purchase Intention of Undergraduates in Sri Lanka.

Abstract

Environmental issues are becoming increasingly important in relation to climatic change, Scarcity of water, natural resources and other environmental challenges. At the same time, toxic gases pollute the atmosphere and dramatic changes can occur in the climate. The amount of carbon dioxide gas released into the atmosphere is more than can be absorbed by ecosystems, oceans and geological systems. Thereare already indicate that global pollution is too much for earth in the form of hot climates that cause glaciers to melt, sea level to rise and t the same time increase droughts and floods. One of the important tools for environmental protection in addressing these sustainable challenges is the concept of sustainable development. Sustainable development is a vision of progress that combines immediate and longterm goals with local and global activities. The economic and social progress of the last century has been accompanied by environmental degradation, endangering our future development as well as systems on which our existence depends. In order to be more sustainable in the production and consumption of products and to protect the environment, governments in many developed countries have implemented policies to reduce the environmental damage caused by consumption. Green products are sustainable and eco-friendly proucts intended to limit their environmental impact throughout their entire life cycle. Sustainable consumption and production can make a significant contribution to the eradication of poverty and the transition to lower carbon and green economies. Green consumers practice their consumer behavior by purchasing green products that have less impact on the environment. Promoting green technology and green products is essential for the conservation and sustainable development of natural resurces. Sri Lanka and most of the countries use eco- friendly and recylable packaging and modify products to reduce environmental pollution. The purpose of this study was to investigate the factors influencing the green purchase intention of University Students in Sri Lanka, due to the lack of studies that deliberate green issues in the Sri Lankan context. Consumer’s awareness about green or eco-friendly products is important in guiding the green consumer purchasing behavior. Among the general customers, young educated customers are very important because they are responsible about the environment protection and they are also open to new ideas. Young generation are the future of our society and country, which they seem to have an attitude and concept is different when compared to other generations. Deonstrated that young people are the starting point for a movement of reen behavior. Young consumers are the most potential of green consmer group due to they are ready with ideas, knowledge, attitude and reen consciousness, they are able to understand the complexity of the green market as well. Therefore, understanding the views of young people on the green behavior is very important as they are the future consumers and representatives of society. When considering young educated consumers, this study has selected undergraduates in Sri Lanka. The objective of this study is to “Identify the factors influencing University Students’ purchase intention of green products”. Seven factors (Environmental awareness, environmental knowledge, social influence, health consciousness, environmental advertising, price, brand image) were identified in literature review.