FACTORS AFFECTING THE UPCYCLED PRODUCTS PURCHASE INTENTION OF UNDERGRADUATES IN WESTERN PROVINCE SRI LANKA

Abstract

1. Introduction Due to emerging environmental issues in the world, people have started to be concerned about the environment. Adopting sustainable products is a better way to reduce environmental pollution, and upcycled products are prominent among them. This research examines factors affecting the upcycled product purchasing intention of undergraduates in the Western Province of Sri Lanka. Five independent variables have been identified using existing literature, i.e., environmental concern, perceived social value, perceived uniqueness value, perceived financial risk, and perceived quality risk. 2. Research Methodology The sample was selected using a convenient sampling method, and the data was collected using a structured questionnaire. A correlation analysis was used to identify the relationship between variables. The relationship between the independent variable and the dependent variables was examined using a regression analysis. 3. Findings and Discussion The findings emphasised that perceived uniqueness value, perceived quality risk, perceived social value, and perceived financial risk, significantly impact the undergraduates’ purchase intention of upcycled products in Western Province, Sri Lanka. According to the regression value, The environmental concern does not have a significant impact. 4. Conclusion and Implications This study reveals factors that motivate undergraduates' purchase intention of upcycled products. The findings will help marketers identify areas that are important to attract more customers to upcycled products, and policymakers can take action to increase the demand for upcycled products