Abstract:
Purpose: The green concept has become a major concern of the modern world when
consumers buy a product. Sri Lankan consumers also change their purchasing behavior
toward green purchases. Even though environmental actives influence humans and firms’
behavior very significantly, very limited academic disciplines have integrated the selected
phenomenon into their literature especially true of marketing. Thus, this study focuses on
whether Environmental Advertisements, Perception of Eco-labels, and Perception of Eco
Brands impact on green purchasing behaviour.
Design/methodology/approach: The present study empirically tests the theoretical
model in social-ecological paradigm association with green advertising tools and green
purchase behavior. A survey of 150 consumers who used electronic home appliances is
conducted as a self-administrated questionnaire.
Findings: According to the findings, green marketing tools positively impact Green
Purchasing Behavior in the electronics home appliances market. Further, the moderation
effects make sure consumer demographics such as gender and education level have
significant effects on the green behavior of the electronic home appliances market, but the
different marketing tools are different.
Originality: This study provides penetrations into studying the impact of green marketing
tools on consumer purchasing behaviour with consumer demographics and motivation to
purchase green electronic home appliances.
Implications: This study provides insights to marketers to use Environmental
Advertisement, Eco-Labeling system, and Eco Brand System to motivate the customers to
buy the green products. The green marketers can establish a uniform Eco-Label system
with the support of the government. Further, the marketers can enhance customer
awareness regarding the standardized Eco Label using the Environmental Advertisement.
