Drivers of Purchase Intention for Eco-Friendly Packaged FMCGs: Evidence from an Emerging Economy

Abstract

This study examines the factors that influence consumer purchase intention towards eco-friendly packaged fast-moving consumer goods (FMCGs) in the Western Province of Sri Lanka. Although environmental concern and consumer awareness are increasing, the adoption of eco-friendly packaged FMCGs remains limited, creating a need to understand the behavioural determinants of purchase intention in an emerging-economy context. The study applies an extended Theory of Planned Behaviour framework by examining attitude, subjective norms, perceived behavioural control, health consciousness, and environmental concern. Data were collected from 393 consumers aged 18 years or above through an online questionnaire and analysed using SMART PLS version 4. The results indicate that the model explains 77.8% of the variance in purchase intention. Attitude, perceived behavioural control, and environmental concern show statistically significant positive relationships with purchase intention, indicating that favourable evaluations, perceived ability to act, and ecological concern are important determinants of consumer intention. In contrast, subjective norms and health consciousness show statistically non-significant relationships with purchase intention. The findings suggest that purchase intention for eco-friendly packaged FMCGs in this context is shaped more by personal evaluation, perceived accessibility, affordability, and environmental concern than by social influence or personal health considerations. The study contributes to sustainable consumption literature by applying an extended behavioural model to a high-frequency FMCG packaging context in Sri Lanka.