Abstract:
The fast growth of the global economy is always lead to the increasing of consumers’
consumption worldwide. Due to consumption of apparel the environment get continues
to worsen, it has become a very good public concern in developed countries. Moreover,
developing countries make a step to move forward to protect the environment due their
consumption activity. Based on above statement the researcher developed the
objectives of this study as to identify the factors influence the green purchase intention
and to investigate the relationships between the factors (determinants) and green
purchase intention towards eco-friendly apparel among millennial consumers in
Colombo district.
To address the above object the researcher choose positivist, deductive quantitative
study where the researcher studied the attitudes of 235 millennial consumers in the
Colombo district towards green purchasing intention of eco-friendly apparel through a
survey, and Data was collected by using convenience sampling technique. The data
collected were analyzed through the statistical software, SPSS to test the five
hypotheses that developed for this study and all hypotheses were validate using Pearson
Correlation Analysis and Multiple Regression Analysis.
As per findings of the study, the first three hypotheses were validated and accordingly
environmental knowledge, environmental attitudes and government initiative were
found to have an influence on green purchase intention in the apparel product, but peer
pressure and eco-label has no significant influence on green purchasing intention for
eco-friendly apparel and that environmental knowledge had the higher influence on
purchase intention for apparel product.
