Abstract:
A worldwide rapid ecological sensitivity can be observed, and altruism serves as
a mechanism for engaging in environmental behaviours. Though people believe
that the choices they make are rational, in reality, social influences greatly
pressure their decisions. Having noted the paucity of normative behavioural
literature, this study endeavoured to examine how altruistic and social factors
influence on the pro-environmental purchasing behaviour of green FMCG
consumers in Sri Lanka, by advancing the Norm Activation Theory. A cross
sectional survey was conducted among consumers over 18 years old with
purchasing power, and the convenience sampling method was deployed for data
collection through a structured self-administered questionnaire. 369 usable
responses were obtained and analyzed using Structured Equation Modelling
(SEM). The study uncovered that consumers’ pro-environmental purchasing
behaviours are deeply connected with their internalized norms and individual
experiences from others or society at large. Accordingly, social norms, directly
and indirectly, influence pro-environmental purchasing behaviour. Surprisingly,
awareness of consequences demarcates a detrimental effect, while ascription of
responsibility does not directly lead towards pro-environmental purchasing
actions, where both were found to have an indirect impact through the mediator
of personal norms. This study provides a cherished contribution to the existing
literature on ecological behaviour by intensifying the norm activation theory
using the social norms theory. This establishes the necessity of addressing the
altruism of people to achieve a sustainable solution for ecological disputes. Green
FMCG organizations are essentially required to be involved with the social
aspects of consumers in strategic interactions with customers and to pursue them
for long-term relationships. Ultimately, if FMCG organizations strategically
persuade customers to buy green products if consumers are self-motivated to buy
as internalized to norms, and if policymakers are more efficient in socializing, it
will reduce the negativities of FMCG consumption towards nature and will lead
to shrinking the ecological imbalance and biodiversity issues of the planet.
