GREEN AWARENESS IMPACT ON CONSUMERS PURCHASING DECISION: SPECIAL REFERENCE TO CONSUMERS IN WELIKANDA DIVISION, POLLONNARUWA

Abstract

In globe, resources are limited and human wants are limited in nature. [n this way, people are attempting to fulfill their needs and wants with limited resources. Due to that, conflicts take place between limited resources and unlimited needs. In line with above argument, resources in the world should be utilized in a proper way. Along the line of this argument, the present study focus on green consumerism in Sri Lankan context. Hence this study focuses on the impact of Green awareness on consumers purchasing decision. Thus, the study objectives are to identify the level of green awareness and consumers purchasing decision, the factors that positively influence the consumers living in Welikanda division, the factors that negatively influence the consumers living in Welikanda division, to identify the relationship among green awareness and consumers purchasing decision, and to identify the impact of green awareness on consumers purchasing decision in Welikanda division. In this study, the researcher attempts to highlight a difference between practical and theorstical contexts, by using the information found in the 376 particular place. For this purpose, the survey questionnaire was considered as a tool to get responSes from 376 consumers. Further, study found that there are some positive factors such as consumers environmental concern, awareness of green product, awareness of price and brand image, environmental knowledge, and social media were influence them to living in Welikanda division. At the same time, the researcher found one negative factor that is an eco-friendly product was negatively influence the consumers who are living in Welikanda division in this study, the statistical tools that used to analyze the levels of variables are mean and SD values, while relationship were measured by Pearson coefficients and simple regressions for dependent and independent variables. Moreover, the result shows significant and insignificant positive associations among all variables, hence this study helps markers to understand the green awareness and consumers purchasing decision in order to face and control the environmental problems in their organizations in an effective, efficient and practical manner