Factors Influencing Consumers’ Purchase Intentions toward Green Products in Sri Lanka’s Food and Beverage Industry: An Extended Theory of Planned Behavior Approach

Green purchasing is one of the most promising ways of minimizing the harmful effects towards the environment. Therefore, the study aims to assess the impact of key psychological drivers on consumers’ purchase intention of green products within the Sri Lankan food and beverage industry using the extended Theory of Planned Behavior (TPB). There are a few researches on how attitudes, subjective norms, perceived behavior control, environmental consciousness, and health consciousness jointly influence green product purchase intention in Sri Lanka. A standard online questionnaire was distributed among the sample which was chosen by employing the purposive sampling technique. Data analysis found that environmental consciousness, health consciousness and attitudes are the key drivers of determining consumers’ green products purchase intention. Moreover, environmental consciousness and health consciousness were found to have greater effects on green purchase intention than attitudes. Food and beverage managers can pay attention to improvement of taste quality, freshness and trust of green products. They could also strengthen organic labeling, eco-certifications and food safety standards to reinforce consumers’ green purchase intention. Policy makers should provide necessary information to customers about sustainable actions and sustainable behavior which leads to increase green products purchases rather than non-green products.