Keywords: developing countries, environmental affect, environmental beliefs, environmental knowledge, consumer demographics, green purchasing behaviour, sustainable development, sustainability, Sri Lanka, purchase intentions
Green decisions: consumers' environmental beliefs and green purchasing behaviour in Sri Lankan context
This study elucidates how consumers' environmental knowledge and affect influence green purchasing behaviour in Sri Lanka. A survey research was undertaken with a random sample of 238 consumers. The data analysis revealed that environmental knowledge is not a significant predictor but environmental affect is a significant and weak predictor of green purchase intention. It also discovered that the relationship between environmental affect and actual green purchase behaviour is partially intervened by green product purchase intention. It further illustrates the impact of demographics on the relationship. Further investigation is required to find out what other important factors might influence the green purchase behaviour as shaped by socio–cultural environment. Green policy makers can get insights on how to formulate green messages to motivate consumers' green purchase behaviour. It highlights that so called green product knowledge and affect are not powerful predictors of green purchase behaviour in a developing context like Sri Lanka.