Impact of Consumers’ Moral Self- Identity on Green Purchase Decisions of Fast Moving Consumable Goods (FMCG)

G.D. Samarasinghe and F. J. Ahsan


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.


Key Words:  Fast Moving Consumable Goods, Green Consumer Behaviour, Moral Self-Identity, Green Purchase Decision