Green Marketing Tools on Green Product Purchasing Intention

Environmentally friendly criteria are become a major consideration of a customer, when buy a product. With the increasing environmental pollution, customers give their attention to protect the environment. This trend also the matter in Sri Lankan context due to recorded high pollution index rates in past years. Due to that Sri Lankan consumers' purchasing intention changed towards the Green Purchasing intention. The identification of new green behavior and corporate responsible of companies towards the environmental protection are paved the way to marketers to innovate new green products. The exact impact of those marketing tools on consumers' purchasing intention takes in to consideration. Hence, this study aimed to find out whether the Perception of eco-labeling,Perception of eco-brand,Enviromental advertisement, Trust of Eco Label and Eco Brand impact on Green Purchasing intention of Sri Lankan customers. The target population for this study comprises individuals actively involved in the purchase of electronic home appliances in Sri Lanka.

Autorentext

J.S.Jayawardhana is an undergraduate student, L.M.A.Shamila is a Lecturer in the Faculty of Communication & Business Studies, Trincomalee Campus, Eastern University Sri Lanka.Dr.T.Prabaharan is a Senior Lecturer(G1), at the Faculty of Commerce and Management, Eastern University, Sri Lanka