Abstract:
The study investigates environment knowledge, environment concern, green consumption
value, social influence, price, consumers' attitude towards green products on green
purchase intention towards RHODA electric bikes in Colombo district. This research study
plan to examine the empirical gap on green purchase intention towards RHODA electric
bikes.
The goal of this study is to establish a clear understanding of the fuctors that affect
consumers' intentions to buy green vehicles, particularly electrical vehicles. The study will
employ a quantitative research design and collect data through surveys administered to a
diverse sample of potential car buyers. The findings will contribute to the development of
effective marketing strategies for green vehicle manufacturers. Primary data were collected
via questionnaire. Structured questionnaires were distributed among 400 people, and only
384 respondents completed the survey. The data collected will be analyzedusing statistical
methods to identifu the key factors that influence consumers' intentions to purchase green
vehicles.
The data were measured using descriptive statistics, correlation, multiple regression
analysis and mediate analysis. In this study, the statistical tools that used to analyze the
levels of variables are mean and SD values, while relationships were measured by pearson
coefficients and linear regressions for further mediation analyses. Moreover, the result
shows significant positive associations among all the variables. The results of this study
will provide valuable insights for green vehicle manufacturers to develop effective
marketing strategies that can encourage more consumers to buy electric bikes. Ultimately,
the study aims to promote the adoption of green vehicles and contribute to the reduction of
greenhouse gas emissions.
