Abstract:
Much research has used general attitudes and behavioural models in terms of values, beliefs and norms as
the predictors of green purchase intention. Green purchase intention refers to the willingness of a person to give
preference to products having eco-friendly features in their purchase considerations. However, there is a dearth
of studies that investigate this in relation to customers’ self-regulatory mindset. Hence, the present study aims to
elucidate how customers’ moral self- identity as a measure of regulatory perception guides individual decision
making on green product purchase in Sri Lanka with special reference to green based Fast Moving Consumable
Goods (FMCG). From extant literature, a conceptual model was formulated. It hypothesized that consumers’
moral self-identity is a positive predictor of their green purchase intention and in turn green purchase intention
as a positive predictor of actual green purchase behaviour. A structured questionnaire was administered to a
representative sample of 300 modern-trade retail customers. The data analysis comprised of linear regression
analysis to test the hypotheses. The reliability of the measures was also tested. Customers’ moral self- identity
was found to be a significant positive predictor of green purchase intention for FMCG in Sri Lanka. Further, it
was evident that green purchase intention is positively associated with actual green purchase behaviour. The
findings have theoretical and practical implications for both academia and practitioners.
