Abstract:
Explaining how skepticism affects a consumer's green purchasing behaviour is
pivotal because it has the potential to alter consumer behaviour. Therefore, this study
aims to fill this void by exploring how green skepticism influences green purchasing
intention in Sri Lanka. The current research looks into the relationship between
environmental concerns and green perceived risk. Besides, it empirically examines
the impact of environmental concerns and perceived green risk on green skepticism.
A google form questionnaire was distributed through social media to test the study
hypotheses, and 212 responses were received from the participants who were aware
of environmentally friendly products and their benefits. The survey results revealed
that environmental concerns increase green perceived risk. Besides, environmental
concerns and perceived green risk positively impact green skepticism, which in turn
has a significant and negative influence on consumer purchase intention of green
products. As an outcome, the research result provides novel insights for scholars and
practitioners to use in developing anthropomorphic marketing strategies to increase
consumers' intentions to buy green products
