Abstract:
Nowadays, environmental issue is acommontopic as most of the country's government
and also the society has started to be more aware about this issue. As a result, most
businesses are timing to Green Marketing strategies as one of their strategies for
making a profit while also protecting the environment. Because of the increase in global
warming and climate changing, the public concern for environmental problem has risen
steadily over the past decades. Most consumers and businesses have begun to challenge
eco-friendly products as they become more concerned on the environment, health and
wealth in order to preserve the earth's resources and the environment.
The purpose of this study is to evaluate the impact of green marketing strategies on
customers' green purchase intention in Sri Lanka. This study shows three strategies'
(Eco Labeling, Environmental Advertisements and Eco branding & Packaging) impact
on customers' Green purchase intention. Structured questionnaire was used as the
method of data collection and selected 380 supermarket customers of Cargills Food
City and Lanka Spathose supermarket in Polonnaruwa district as the sample of this study.
Convenience sampling method was used to make the sampling frame and quantitative
research approach used for this study. Descriptive statistics, correlation, and regression,
as well as simple analyses were used to analyze the data.
The findings indicate that there is a good reliability and Green Marketing strategies and
Customers Green purchase Intention are in high level in both Cargills Food City and
L*\u Spathose supermarkets in Polonnaruwa district. The results also showed that there
is a strong positive relationship between Green Marketing strategies and Customers'.
Green purchase Intention. Moreover, there is a positive impact of Green Marketing
strategies on Customers' Green purchase Intention in both supermarkets. Furthermore,
Green Marketing dimensions have a significant positive impact on Green Purchase
Intention in both sectors.
This study supposed that the suitable usage of Green Marketing Strategies will
increases the Customers'' Green purchase Intention
