The Impact of Green Packaging of Fast- Moving Consumer Goods on Customer Purchase Intention – A Special Reference to Supermarkets in Colombo District

Abstract

The main purpose of this research study is to investigate the impact of customer purchase intention on fast-moving consumer goods in supermarkets in the Colombo district. To achieve the main purpose of this study has three research questions: -What is the relationship between green packaging and customer purchase intention? How is the customer’s awareness of green packaging? How do demographic factors of consumers affect the purchase intention of green-packed FMCG?This study only investigated the consumers who use green-packaged fast-moving consumer goods in supermarkets in the Colombo district. The research model is created to investigate the relationship between three key independent factors (willing to pay, environment concern and customer attitudes) and customer purchase intention (dependent variable). The main aim of this study identifies the relationship between green packaging and customer purchase intention.322 responses from fast-moving consumer goods consumers who utilize green packaging served as the basis for statistical analysis. The reliability of the scale was tested using standard statistical techniques. The hypothesis was tested using regression analysis. Physically distributed questionnaires were used to capture primary data and secondary data were collected through articles, books. Data obtained were analyzed using SPSS version 26 (Statistical Analysis Tool) and Microsoft Excel.