Abstract:
The societal marketing concept stress out that an organization should deliver the desired
satisfaction of the customer in a way that preserves or enhances the consumers' and the
society's well-being. Investment in green shares gives relatively high rates of return as a
sort of highly socially responsible investment. With the arrival of societal Marketing
concept to the business environment, Green Investment has gained much importance than
it had. ·
In the western countries a domestic growth in green investments introductions at the
beginning of the 1990's and currently the market for green investments has expanded
rapidly. In the USA, one out of eight US dollars is invested in Green shares. The Sri
Lankan market in Green Investments, still not have reached to that level of western
countries, but gradually it has been improved than earlier years. Only a few organizations
can be found in Sri Lanka those who engage in tropical forestry.
This paper specially deals with an evaluation of attitudes of potential customer clientele
towards the Green Investments, specially invest on tropical forestry. The study was based
on secondary data and primary data. Primary data were collected by conducting a
representative survey of interviewing 1 00 respondents through a structured questionnaire.
·sample was selected from the Gampaha and Colombo district in combination. Sample
elements were selected subject to the judgment of the researchers.
Finding showed that only a less percentage of respondents had favorable attitudes
towards invest in tropical forestry and further it was revealed that the willingness to
invest in forestry is a function of variables of education level, income, environmental
awareness, nature of promotions and expected profits.
Based on the results, conclusions are drawn regarding marketing strategies to improve
their market in the marketer's point of view.
