Book

This book, Factors Influencing Green Purchase Intention and the Mediating Role of Green Skepticism and Green Perceived Value, presents an in-depth examination of consumer behavior within the context of sustainable consumption. Grounded in the Theory of Planned Behavior, the study empirically investigates how attitudes, subjective norms, personal norms, and perceived behavioral control shape green purchase intention and, ultimately, pro-environmental purchasing behavior. A particular contribution of this research lies in its exploration of the mediating roles of green skepticism and green perceived value, two variables often overlooked in existing literature. Findings indicate that while consumer skepticism can diminish the strength of purchase intentions, perceived value serves as a reinforcing mechanism, highlighting the importance of trust and product evaluation in green marketing. Conducted in the Sri Lankan context, where empirical evidence remains limited, this study provides valuable insights for academics, policymakers, and practitioners seeking to understand the complexities of sustainable consumer behavior in emerging markets. By bridging theoretical frameworks with practical implications, the book advances scholarly knowledge and offers strategic directions for promoting environmentally responsible consumption.