Impact of Consumption Values on Purchase Behavior of Green Household Cleaning Products: Reference to Western Province, Sri Lanka

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.