Determinants of Green Purchase Intention for Personal Care Products: An Extended TPB Study in Colombo, Sri Lanka

This study investigates the factors influencing green purchase intention (GPI) for personal care products (PCPs) among consumers in an urban Sri Lankan context – Colombo. Using an extended Theory of Planned Behaviour (TPB) model, this research examines the effects of key variables such as attitudes, subjective norms, perceived behavioural control, environmental knowledge, health consciousness, and price consciousness on GPI. Data were collected and drawn from a convenience sample of 385 through an online survey. The data were then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that attitudes, environmental knowledge, health consciousness, and perceived behavioural control positively influence GPI, while price consciousness acts as a significant barrier. Subjective norms showed a weaker influence, highlighting an individualistic approach to green purchasing in the urban context of Colombo. This study contributes to the theoretical framework of GPI by integrating additional constructs relevant to developing economies. It also offers practical implications for policy-makers and marketers, emphasizing the need for consumer education, pricing strategies, and enhanced product accessibility to encourage sustainable purchasing behavior in emerging markets.