Abstract:
Recently Sri Lanka has identified a significant growth in green FMCG products
due to environmental issues and high consumption of household activities. Green
FMCG purchasing helps to reduce the negative environmental impact.
Nevertheless, the growth in green consumption still occurs as the actual green
FMCG purchasing is low. Several surveys have found that, although consumers
wanted to purchase green FMCGs, the actual purchasing is low. Therefore, it is
needed to study customers’ green purchase behaviour. Following that,
consumption values have been identified as one of the main determinants of green
purchase behaviour among the other determinants. Researchers argue that future
studies are needed to analyse user behaviour related to other green products.
Consumers are moving towards green household cleaning products as they help
to reduce the negative environmental impact and Sri Lanka still has a lack of
adoption towards green cleaning. The purpose of this study is to identify the
impact of consumption values on green FMCG purchase behaviour towards green
household cleaning products concerning in the Western Province, Sri Lanka
which has been explored limitedly. In this study, the quantitative research method
was used under the deductive approach. The survey was conducted among 384
consumers who purchase green household cleaning products. The data was
collected through a structured questionnaire under the purposive sampling
method. The findings indicated that functional, conditional, and epistemic values
have a positive impact on green FMCG purchase behaviour towards green
household cleaning products and social and emotional values don’t exert a
significant impact on green FMCG purchase behaviour towards green household
cleaning products. Hence this finding implies green FMCG marketers should
improve the value perception of consumers and emphasize effective consumption
values in their mixes, policies, and strategies to increase the green household
cleaning product adoption in Sri Lanka.
