Investigation of the Impact of Green Marketing Tools on Customer Purchase Intention of Fast-Moving Consumer Goods: With Special Reference to the Youth Sector
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Date
2020
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Journal ISSN
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Publisher
Uva Wellassa University of Sri Lanka
Abstract
Consumer awareness of environmental issues has become a major concern in the society.
Therefore, organizations have moved towards the green marketing concept to achieve
sustainable growth. Eco-brand, eco-label, and environmental advertisements are the tools
that businesses use to enhance knowledge and awareness of consumers while influencing
their purchase decisions. Previous studies show inconsistent results in terms of customer
purchase behavior in relation to these tools, indicating a knowledge gap to be addressed
by researchers. To this end, following the theory of planned behavior, it would be rational
to investigate these tools as predictors of customer purchase intention. Moreover, as a
context, Fast-Moving Consumer Goods (FMCG) sector was selected as it is an industry
that focuses more on environmental issues. Observably there is a significant lack of
empirical studies on these tools as this concept is new to the Sri Lankan market. The
specific objective of the study was to investigate the impact of green marketing tools on
customer intention to purchase FMCGs in Sri Lanka. Taking Sri Lankan young
consumers as the population, 384 individuals were selected as the sample of the study
using a convenience sampling technique. The research was quantitative and primary data
were collected through a self-administrated questionnaire. Simple and multiple linear
regression analysis was performed to test research hypotheses. Results and findings
revealed that each tool has a significant and positive impact on customer purchase
intention. Accordingly, the study concludes that eco-brand has a salient impact on
purchase intention than the eco-label and environmental advertisement. The research
recommends that these tools should be promoted more in the market and it is required to
concern more on adopting eco-labels to achieve sustainability.
Keywords: Green marketing tools, Eco-brand, Eco-Label, Environmental advertisement,
Purchase intention
Description
Keywords
Business Management, Marketing Management, Marketing, Environmental Science