Abstract:
The subject of environmental conservation has gained traction in recent years as public
awareness of the depletion of natural resources has grown. Consumers are now motivated
to contribute to long-term growth, including environmental conservation. If people change
their daily habits, it will make a significant step forward. Ecologically sustainable or
"green" shopping selections reduce adverse environmental impact. One of the growing
businesses that impact green marketing, is the fast-moving consumer goods sector. The
main objective is, to identify the factors that mostly influence millennial consumers’
purchasing intention towards refillable packaging. According to the comprehensive
literature review, the researcher identified seven purchase intention variables:
Environmental Concern, Attitude, Price, Hygiene, Convenience, Product Quality, and
Package Quality.Further, the researcher recognized the most enhancing components for
some independent variables. Then, examined the hypothesis by using regression. The
researcher distributed questionnaires randomly to a sample of 377 respondents selected
under the convenient sampling method. All examined variables determined a positive
relationship with Purchasing Intention except Environmental Concern. As per the findings
of the study, Price, Convenience, Product Quality, and Package Quality initiatives were
recorded 95% significant on Liquid Refillable Purchasing Intention but Environmental
Concerns, Attitude, and hygiene have no significant influence. According to the findings,
the younger generation is aware of and knowledgeable about refillable packaging which
can be used by FMCG businesses in Sri Lanka when deigning product packages.
