Abstract:
Aims: At present, rapid development of technology has caused both positive or negative influence
and changes in the environment. While enjoying the convenience provided by technology, people
should have the right mind-set in keeping and protecting their environment. The aim to conduct this
study is to investigate the factors that influence young educated consumers’ green products
purchase behavior in Sri Lankan context.
Study Design: Based on the prior studies, the study identified factors that influence young
educated consumers’ purchasing behavior toward green products such as social influences,
environmental attitudes, environmental knowledge, perceived environmental responsibility,
government initiative and exposure to environmental messages through the media. Five hundred
young educated consumers are the sole targeted respondents in this study.
Conclusion: The findings of the study reveal that there is a significant relationship between the
factors influence and young educated consumers’ purchasing behavior towards green products.
Thus, these research findings have provided some insight to businesses who basically facing a lot
of challenges in substantial consumers to purchase green products. By gathering this information,
marketers can understand the way that moves the environmental factors to green purchase
behavior. They also would be able to expressing their various strategies to effectively attract more
consumers to purchase green products.
