Green Purchase Intention on Consumer Decision Making towards Green Products

Aims: Growing concerns on environmental friendly products, due to increased environmental issues. Although Green Electronic Product is one of the solutions to save the environment and reduce the pollution in the present world. This study is to contribute to the body of knowledge in this area of Consumer Decision Making towards Green Electronic Products. This study specially investigates the influence of Green Purchase Intention on Consumer Decision Making towards Green Electronic Products.

Study Design: It is a descriptive research. The study considers Green Purchase Intention as independent variable with two appropriate dimensions as Behavioural Attitude and Subjective Norm and Consumer Decision Making as dependent variable with three suitable dimensions as Product Characteristics, Consumer Individual Characteristics and Environmental Characteristics

Place and Duration of Study: It was conducted in Manmunai North Divisional Secretariat Area, Batticaloa District in Sri Lanka during the period between June 2016 and December 2016.

Methodology: 200 respondents who resides at Manmunai North Divisional Secretariat Area, Batticaloa District in Sri Lanka were taken for this study. The convenience sampling method was applied. Respondents who are aware and purchase green electronic products was only taken to administer questionnaires regarding green purchase intention and consumer decision making. Data was collected through closed ended questionnaires and the analysis was conducted by SPSS Statistics, which are Univariate, Bivariate analysis.

Results: Green Purchase Intention as an independent variable has High Level attribute of the Consumer Decision Making (Mean X1 =4.22 and SD = 0.356). With individual analysis, the consumers have high level of attribute towards Green Electronic Products buying decision on both Behavioral Attitude (Mean = 4.33) and, Subjective Norm (Mean = 4.11). Consumer Decision Making towards Green Electronic Product has High Level attribute of the Consumer Decision Making (Mean X4 =4.19 and SD= 0.32). And the consumers have High Level of attribute on Product Characteristics (Mean =4.18), Consumers’ Individual Characteristics (Mean = 4.18) and Environmental Characteristics (Mean = 4.21). Results indicate that there is statistically linear significant and positive relationship (r = .532, p <0.01) between Green Purchase Intention and Consumer Decision Making. Co-efficient of Determination (R2) is 0.343 and Adjusted R- Square is 0.337 indicate a Lower relationship between Green Purchase Intention’s dimensions and Consumer Decision Making towards Green Electronic Products.

Conclusion: The study found that this independent variable dimensions indicate high level in Consumer Decision Making towards Green Electronic Products. The findings of the present study suggest that the Green Purchase Intention is having the strong positive relationship with Consumer Decision Making towards Green Electronic Products. Eventually, this report recommends some actions for improving the role of Green Purchase Intention in influencing the Consumer Decision Making towards Green Electronic Product market.