dc.description.abstract |
Health issues and environmental pollution draw consumers towards green products and
services. These issues have also been crushed the peace of the world. They are small in
their size and they have been struggling to improve their business. A significant number
of manufacturing Micro, Small, and Medium Enterprises produce natural products and
have more concern on green features. Green marketing information about the products of
Micro, Small, and Medium Enterprises is poorly disseminated to the potential consumers,
and the importance of green marketing is not proved for Micro, Small, and Medium
Enterprises. The purpose of this research is to prove how green marketing strategy
influences on the consumer behaviour of Micro, Small, and Medium Enterprises. This
research applied quantitative research methodology and deductive research approach. The
structured questionnaires were used to collect data from samples; the data were collected
from 316 consumers of the manufacturing sector and the collected data were analyzed by
using Structural Equation Modeling analysis. This study is built up with three dimensions
of green marketing strategies as independent variables namely, eco-labeling, eco-brand,
and environmental advertisement, and dependent variable namely, consumer purchase
behaviour. The result shows that there is a strong positive influence of green marketing
strategies on consumers’ purchase behaviour. This finding explains that better green
marketing strategies and green marketing methods need to be used to change the purchase
behaviour of customers and encourage them to consume more products from
manufacturing Micro, Small, and Medium Enterprises. The finding also reveals that the
green marketing strategies and consumer purchase behaviour are at the highest level
among the consumers. Moreover, this study examines the effects of environmental
advertisement, consumers’ perception of eco-label and impact of eco-brand on their actual
purchase behaviour of green product of Micro, Small and Medium Enterprises; the result
describes that the environmental advertisement, consumers’ perception of ecolabel and
eco-brand are positive significant effect on the actual purchase behaviour of the green
product. These findings ensure that green marketing features of Micro, Small, and
Medium Enterprises are the prominent tool to influence the purchase behaviour of
consumers and help to protect their healthiness. These findings also help to strengthen the
Sri Lankan Manufacturing Micro, Small, and Medium Enterprises. |
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