ACTORS INFLUENCING THE PURCHASE INTENTION OF LIQUID REFILLABLE PACKAGINGS AMONG MILLENNIALS IN THE KANDY MUNICIPAL COUNCIL AREA OF SRI LANKA

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.