Factors Affecting Awareness and Attitudes on the Green Purchase Intention of Eco-friendly Products in University Students

Abstract

Pollution and earth-destructive behavior has obliged humans to look for ways to restore natural resources. As such, through the past few decades, the use of eco products has become a well-accepted approach and is now popularizing in the local context. This study derived from a quantitative approach securing data from university students of the Western Province in Sri Lanka. Data were collected from 380 students using stratified random sampling methodology and a self-administered questionnaire, across four universities in order to understand the factors that affect awareness and attitudes on the purchase intention of eco-friendly products. Statistical analysis was applied to describe sample and understand sample composition. Multivariate analysis was conducted employing a factor analysis coupled with a multiple linear regression analysis to identify the latent and underlying factors affecting and the relationship towards the purchase intention. The findings provided a comprehensive generalized profile stating any significant statistical differences on demographics and socio-economic variables. Multivariate analysis suggested that the underlying factors that affect purchase intention are overall awareness, environmental concern and product perception. Further, of the three, environmental concern proved to be the factor that impacts young consumers the most indicating that attention should be focused on this factor when dealing with purchase intention of eco products. The study concluded by suggesting that the use of eco labels on eco products with a price range suitable to attract young consumers would influence the intention for purchasing these products thereby participating in the improvement of the environment.