Abstract:
'Ihis study examines the impact of factors that on sustainable consumption behaviour
among the young generation. With sustainability b."or#ng an increasingly important
globally and especially Sri Lanka, understanding the factors that drive individuals,
particularly young people, to adopt sustainable consumption practices is crucial. This
research explores how various factors such as lifestyle, including peopie attitudes,
subjective nonns and perceived behaviour, shape the sustainable consumption
behaviour of the young generation. Basically, this study aims to investigate the impact
of these factors on the sustainable consumption behaviour of young generation in
Anuradhapura Di stri ct.
In this research study, primary data had been practiced by this study. A structured
questionnaire was used as the method of data collection. data was collected through a
structured questionnaire survey of 400 young consumers aged between 15 to 35 years
old in Anwadhapura District. The simple random sampling method used to make the
sampling framework of the study. The quantitative research approach used for this
study. The data were analyzed using descriptive statistic, simple regression analysis,
multiple regression analysis and mediation analysis.
The study findings suggest that lifestyle, customer attitude, subjective norrns, perceived
behavioural control and purchase intention are the factors of sustainable consumption
behaviours among young consumers in Anuradhapura district. Also, perceived
behaviour and intention for sustainable consumption have a positive significant impact
on sustainable consumption behaviours therefore, young consumers who lead a
sustainable lifestyle tend to exhibit higher levels of environmentally conscious
behaviours, including reducing waste, using public transportation, and buying ecofriendly products. These findings have important implications for marketers and
policymakers seeking to promote sustainable consumption behaviour among young
consumers.
