The Impact of Consumers’ Attitudes on Green Purchase Intention

The purpose of this paper is to investigate the impact of consumers’ attitudes on green purchase intention in Sri Lanka, due to the lack of consensus that exists in the causal ordering of either antecedent or mediating variables. Additionally, the literature provides mixed results for the effects of consumers’ intention on green purchase intention in the global context while there are few studies in the Sri Lankan context. This study is an attempt to fill these research gaps. The data were collected over randomly administering structured questionnaires from 100 green product buyers in Galle district, Sri Lanka. The partial least square path modeling (PLS) was used to measure the impact of social influences, environmental consciousness, environmental responsibility, and health consciousness, on green purchase intention. The findings of the study provided new ways to develop green marketing strategies for organizations by considering environmental concerns, environmental responsibilities, health consciousness, and social influences.