Antecedents and Consequences of Green Scepticism: Evidence from a Frontier Market

Abstract

Explaining how skepticism affects a consumer's green purchasing behaviour is pivotal because it has the potential to alter consumer behaviour. Therefore, this study aims to fill this void by exploring how green skepticism influences green purchasing intention in Sri Lanka. The current research looks into the relationship between environmental concerns and green perceived risk. Besides, it empirically examines the impact of environmental concerns and perceived green risk on green skepticism. A google form questionnaire was distributed through social media to test the study hypotheses, and 212 responses were received from the participants who were aware of environmentally friendly products and their benefits. The survey results revealed that environmental concerns increase green perceived risk. Besides, environmental concerns and perceived green risk positively impact green skepticism, which in turn has a significant and negative influence on consumer purchase intention of green products. As an outcome, the research result provides novel insights for scholars and practitioners to use in developing anthropomorphic marketing strategies to increase consumers' intentions to buy green products