| dc.description.abstract | The market for green products in Sri Lanka is small but rising. However, many green product producers adhere to
the ideas of their Sustainable Living Plan (SLP) in order to manufacture green products that reduce emissions and
stabilize natural ecosystems. Therefore, in order to provide their products a competitive edge in the eyes of
consumers, green producers use green brand positioning tactics. The study's primary objective was to determine
how brand positioning techniques and brand knowledge about green products influence the brand attitude and
impulsive purchasing intention of consumers. This research study deployed a quantitative method of conducting
interviews by developing a structured questionnaire. Multistage convenience sampling technique was deployed due
to unavailability of an official data source on green product consumers. Moreover, data were collected from the
green market places in Colombo, Kandy and Matara districts where the green products are available especially in
supermarkets (Keells, Cargills) and green shops (Good Market). Accordingly, 300 responses were analyzed using
SPSS software. Multiple regression analysis, correlation analysis and Hayes process Macro method were used to
test the hypotheses. The findings showed that green brand positioning, brand knowledge, and brand attitude have a
favourable influence on consumers' impulsive inclinations to buy green products. The findings also suggest that
having a proper understanding of green brands will influence consumer sentiments towards green brands. The study
states that green product marketers might further enhance green brand positioning by emphasizing the importance
of a green product attribute to draw in large numbers of customers and to persuade them to make impulsive green
purchases. | en_US |
