Factors Influencing the Green Purchase Intentions of Consumers in Event Planning Industry in Sri Lanka

Increasing interests in the development of green purchase intentions have elevated the importance of related research that explain the relationships between influencing factors and green purchase intentions. The aim of the present study is to determine the factors influencing the green purchase intentions of consumers in the Sri Lankan event planning industry. The study adapted deductive approach. The study sample consists of 384 consumers in the Sri Lankan event planning industry selected using cluster sampling technique. Correlation and regression analysis technique was employed as data analysis techniques. The results stated that awareness, environmental concern, green advertising, and product attributes have a positive and significant impact on green purchase intentions of consumers in the Sri Lankan event planning industry while greenwashing and social norms have an insignificant positive impact on green purchase intentions of consumers. Therefore, the study recommends the Sri Lankan event planners in prioritizing on green advertising, environmental concern, product attributes and green awareness to positively influence the green purchase intention of the customers. Keywords: Green Concept, Green Purchase Intentions, Event Planning Industry.