Abstract:
Purpose –The purpose of this research is to investigate the impact of green marketing on consumer attitudes and
consumer purchase intention in selected large-scale retail outlets. The Conceptual framework was built based on the
green marketing mix (4Ps) and linked them into consumer attitude.
Design/methodology/approach – Descriptive cross-sectional research study was carried out to test the formulated
hypothesis. Data were collected from 150 respondents from Matara district consumers who visit retail outlets for their
consumer needs, through structured questionnaires. Data were analyzed by using partial least square modeling with
the support of Smart PLS software.
Findings – There are six hypotheses with a positive relationship among variables and other four with a negative
relationship. The result is a positive impact of the green marketing mix on consumer purchase intention.
Research limitations/implications – The study was carried on FMCG market and this can be an extent to industrial
goods, luxury goods and semi-luxury goods in future research. The same study can be further extended by using
extended marketing mix (7Ps).
Practical implications – This research suggests the consumer attitudes and consumer purchase intentions have an
impact on green marketing. Therefore, it offers knowledge on green marketing strategies which can be helpful for
retail outlets.
Originality/value – This research contributes to academics, to study on green consumer behavior and managers, to
make their actions on green marketing and policymakers, on their future decisions on environmental protective
actions.
