The Impact of Green Attributes on Consumer Purchasing Intention of Modern Trade Retail Market in Sri Lanka

Abstract

Greening is becoming the buzzword of today’s business world. Organizations are looking for applying green attributes in their business operations due to environmental deterioration. Nowadays retailers also paying attention on green movement since they play major role in the market by connecting with manufacturers and consumers. Retailers are the once who can greater impact on consumer purchasing intention. Today in Sri Lanka most of supermarkets of modern trade retail market are going towards greening in order to influence consumer purchasing intention and purchasing behavior. Owing to that investigating the impact of green attributes on consumer purchasing intention is very important to them. This study was conducted to identify to what extent modern trade retail market in Sri Lanka possess green attributes in their supply chain and impact of green attributes on consumer purchasing intention. Quantitative approach is used to collect analyze data. Two questionnaires were developed to answer both research questions. Keells, Cargills, Arpico and SPAR supermarkets were selected, and 10 employees were selected randomly in each super supermarket chain for analyzing first research objective. For the second part of study 150 consumers of Colombo district were selected randomly as the sample. Convenience sampling was used for both studies. In this case, researcher mainly focused to collect information from young educated consumers with other ranges since they are the future generation who can do a greater impact to the society. Therefore, the findings of this study will be important to the other business organizations also. The data was analyzed through SPSS and Excel. The findings of the study revealed that key supermarkets of modern trade retail market in Sri Lanka possess green attributes in their supply chain and the supermarket where green attributes are most commonly possessed is Keells. Further, the attributes which are green product, 3R operation, green store atmosphere have positive relationship with consumer purchasing intention while green awareness has not an impact on consumer purchasing intention. And according to the result green product has a greater impact on consumer purchasing intention than other variables.