Impact of Reflective Preference On Green Purchase Intention among Young Consumers

Abstract

Purpose- This research study focuses on identifying the impact of reflective preference on the green purchasing intention.

Design/methodology/approach- The researcher followed a quantitative research approach, and the necessary data were collected from the 200 individuals, age between 20 and 25 in the Gampaha District through probabilistic convenience sampling method. Correlation and regression analysis were performed.

Findings- The main findings of the study showed that past consumption experience and product availability has a significant positive impact on the green purchase intention of consumers.

Implication- The insights from the study can be used by the marketers to promote their green products successfully and make their customers Delight.

Keywords: Past Consumption Experience, Price Sensitivity, Product Availability, Green Purchase Intention.