THE IMPACT OF GREEN MARKETING MIX ON CONSUMER PURCHASING BEHAVIOR OF COSMETICS PRODUCTS. (WITH SPECIAL REERENCE TO FEMALE CONSUMERS IN WESTERN PROVINCE)

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dc.contributor.authorKaushalya, W.M.K.
dc.date.accessioned2021-10-04T06:25:27Z
dc.date.available2021-10-04T06:25:27Z
dc.date.issued2015
dc.description.abstractIn the current scenario, consumers are looking for the well-known brands having quality which satisfies their needs. Most of the people value the environment and believe to protect it. They are aware about the environmental problems, but it is not necessary that their purchasing should lie on this basis. There may be difference between their purchasing behavior towards eco- friendly cosmetics which lies on some important factors such as product, price, promotion and convenience to purchase. Although green marketing concept is new to Sri Lankan context, this study aims to discuss the impact of green marketing mix on purchasing behavior of female consumers of cosmetics products with four research objectives. Primary data were collected through a structured questionnaires distributed among 150 respondents living in western province in Sri Lanka by using multi stage and convenience sampling methods and using the mall intercept sampling technique. The data analysis was done using multiple regression analysis, correlation and descriptive methods. The study indicated the conclusion as there is a positive impact of all green marketing mix elements on consumer purchasing behavior of female on cosmetics products. The research findings support the marketers and the cosmetics manufacturers to attract customers more strategically and it further supports the buyers to shape up their purchasing behaviors. Key words: Green marketing mix, Green product, Green price, Green place, Green promotion, Consumer purchasing behavioren_US
dc.identifier.otherUWU/ENM/15/024
dc.identifier.urihttp://www.erepo.lib.uwu.ac.lk/bitstream/handle/123456789/7032/ENM%2015%20024-02032021124751.pdf?sequence=1&isAllowed=y
dc.language.isoenen_US
dc.publisherUva Wellassa University of Sri Lankaen_US
dc.relation.ispartofseries;UWU/ENM/15/024
dc.subjectEntrepreneurship And Management Degree Programme (ENM)en_US
dc.titleTHE IMPACT OF GREEN MARKETING MIX ON CONSUMER PURCHASING BEHAVIOR OF COSMETICS PRODUCTS. (WITH SPECIAL REERENCE TO FEMALE CONSUMERS IN WESTERN PROVINCE)en_US
dc.title.alternativeResearch Article – ENM 2015en_US
dc.typeThesisen_US
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