Abstract:
In present situation, Green marketing activities are increasing
worldwide. These activities have had an important influence on
increasing consumer knowledge and shifting consumer into
purchasing green products. Eco-Labels are potentially attractive
instruments for informing consumers about the impact of their
purchasing decisions on environmental sustainability using the
words of “environment-friendly”, “ozone-friendly”, “organic”,
“recyclable”, ‘degradable” on their packing. Lack of research
investigations especially in the Asian context have motivated this
research to explore the effect of gender on green consumer
purchase intention. However, the actual behavior of consumers in
developing countries is particularly questionable. The pre-tested
questionnaire survey was conducted in Mapalana GS division,
Matara, Sri Lanka with a valid sample of 145. The collected data
were analyzed using descriptive and inferential statistics. Based on
independent samples t-test results indicated that gender
significantly shapes the purchase intention of the eco-labels.
females’ intention to purchase eco-labels is greater than the males’.
Females consume more time compared to males for purchasing
activities. It is highly significant, the environmentalists, researchers,
policymakers, marketers, and academics, who are concerning the
consumer purchasing behavior for enhancing the usage of Eco Labels among the population. It may be beneficial for the
environment and family health to keep it at a satisfactory economic
level. Based on the results, the present study recommends that
green marketers should implement their green marketing tools
based on the gender of the consumer
