Impact of eco-friendly marketing strategies on purchase intention

Vasanthakumar Kumaradeepan

International Journal of Business Excellence, 2026, vol. 39, issue 3, 391-409

Abstract: The paper investigates the impact of eco-friendly marketing methods on customers' green purchasing intentions in Sri Lanka, a special reference to Jaffna District, Sri Lanka. A recent trend of 'eco-concern' has affected Sri Lankan customers. Data were collected through questionnaire to explore the impact of various strategies on customers' eco-purchasing intentions. A total of 197 customers were participated in this study. The demographic characteristics clearly show the respondent's uniqueness and variations. Findings disclose that eco-labelling, green advertising, green packaging, and branding have a significant positive impact on customers' green purchasing intentions. The study has made substantial contribution to the frontiers of marketing strategy and offered useful practical implications that have been discussed at the end of the paper.

Keywords: eco-labelling; green-advertising; green packaging; branding; green purchase intention; eco-friendly; green purchasing; eco-concern; purchase intention. (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:39:y:2026:i:3:p:391-409

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