Impact of Green Marketing on Consumer Buying Behavior (Special Reference to Food and Beverage Sector in Colombo District)
| dc.contributor.author | Karunathilaka, W.A.J.S. | |
| dc.date.accessioned | 2019-06-10T04:16:34Z | |
| dc.date.available | 2019-06-10T04:16:34Z | |
| dc.date.issued | 2014 | |
| dc.description.abstract | This research has explored the impact of green marketing on consumer buying behavior (special reference to food and beverage sector in Colombo district). It has investigated how the green marketing mix (green product, green place, green price, green promotion) elements affect to the buying behavior of the consumer. Green marketing refers to the process of selling products or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way. Currently consumers concern regarding this issue. Hence Green Marketing strategy help marketer to get more customers and make more money. It is much important for businesses to aware how the consumers' behavior affected by the Green Marketing elements to decide marketing strategies. Due to that this study will be much important for them. 100 super market consumers were selected using convenience sampling method in Colombo municipal council area. Multiple linear regression, correlation coefficient and descriptive statistics were used to analyze and interpret data. This research has shown that there is a strong popitive relationship between product, price, place, promotion and consumer buying Ihavior.. That means when they making purchase decisions regarding food and beverage products they consider the eco friendly packaging, brand, whether the super market follow eco friendly practices, advertisements which reveals the eco friendliness of the product. And the findings indicate that marketing mix elements are better predictors of buying behavior. | en_US |
| dc.identifier.other | UWU/ENM/10/0019 | |
| dc.identifier.uri | http://erepo.lib.uwu.ac.lk/bitstream/handle/123456789/999/UWULD%20ENM%2010%200019-02042019115831.pdf?sequence=1&isAllowed=y | |
| dc.language.iso | en | en_US |
| dc.publisher | Uva Wellassa University of Sri Lanka | en_US |
| dc.subject | Entrepreneurship And Management Degree Programme | en_US |
| dc.title | Impact of Green Marketing on Consumer Buying Behavior (Special Reference to Food and Beverage Sector in Colombo District) | en_US |
| dc.type | Thesis | en_US |