Study On The Interaction Between Green Marketing Mix Element And Consumer Purchase Intention Of The Hotel Industry In Sri Lanka.

Abstract: The main purpose of this study is to evaluate the interaction between the green marketingmix elements and consumer’s purchase intention with reference to hotels in coastal beltin Sri Lanka. This study shows Green Product, Green Price, Green Distribution, andGreen Promotion influence consumer’s purchase intention. The primary data collectedfrom 100 respondents and analyzed by using statistical techniques. The result has shownthat the product element of the marketing mix has a strong influence on consumerpurchase and other elements were slightly influenced to purchase intention of consumers.In this research, researchers faced with various limitations. The respondents are fromdifferent parts of the country but currently live in Colombo area. So, it may not representthe whole community and it also led to the response errors with the respondents and here,the sample was limited to 100 respondents. When collecting data, researchers used themethod of the questionnaire. All the findings are based on the information they provided.However, researchers did their best to use different types of data collecting methods toget accurate information from the respondents. All in all, the finding implied that greenmarketing mix elements in hotels industry has a significant impact on consumer’spurchase intention. So, the hotel industry must increase the green marketing elements toattract more and more consumers. In this era, companies can’t even survive in themarketplace without knowing its strengths, weaknesses, opportunities and threats.Including green aspects to the total offering has been a major innovation in the hotelsindustry recent past. In order to do that, the company has to conduct continuous surveysto know the consumer’s opinions, needs, and their preferences. Therefore, green productsbecame genuine key to success in consumer purchase intention.