摘要：Aims: At present, rapid development of technology has caused both positive or negative influence and changes in the environment. While enjoying the convenience provided by technology, people should have the right mind-set in keeping and protecting their environment. The aim to conduct this study is to investigate the factors that influence young educated consumers’ green products purchase behavior in Sri Lankan context. Study Design: Based on the prior studies, the study identified factors that influence young educated consumers’ purchasing behavior toward green products such as social influences, environmental attitudes, environmental knowledge, perceived environmental responsibility, government initiative and exposure to environmental messages through the media. Five hundred young educated consumers are the sole targeted respondents in this study. Conclusion: The findings of the study reveal that there is a significant relationship between the factors influence and young educated consumers’ purchasing behavior towards green products. Thus, these research findings have provided some insight to businesses who basically facing a lot of challenges in substantial consumers to purchase green products. By gathering this information, marketers can understand the way that moves the environmental factors to green purchase behavior. They also would be able to expressing their various strategies to effectively attract more consumers to purchase green products.
关键词：Green issues; green product; Government initiative; environmental knowledge; environmental responsibility; purchase behavior; social influence.
