FACTORS INFLUENCE ON MILLENNIAL CONSUMERS’ PURCHASE INTENTION OF ECO-FRIENDLY APPAREL With Special Reference to Colombo District

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.