The impact of green marketing tools on green product purchase behavior: the moderation effect of consumer demographics

Purpose: The green concept has become a major concern of the modern world when consumers buy product. Sri Lankan also change their purchasing behavior toward purchases. Even though environmental actives influence humans and firms’ very significantly, limited academic disciplines have integrated selected phenomenon into literature especially true marketing. Thus, this study focuses on whether Environmental Advertisements, Perception Eco-labels, Eco Brands impact behaviour. Design/methodology/approach: present empirically tests theoretical model in social-ecological paradigm association with advertising tools purchase behavior. A survey 150 who used electronic home appliances is conducted as self-administrated questionnaire. Findings: According to findings, marketing positively Green Purchasing Behavior electronics market. Further, moderation effects make sure consumer demographics such gender education level significant market, but different are different. Originality: This provides penetrations studying behaviour motivation appliances. Implications: insights marketers use Advertisement, Eco-Labeling system, Brand System motivate customers products. can establish uniform Eco-Label system support government. enhance customer awareness regarding standardized Label using Advertisement. Keywords: Eco-Brand, Eco-Label, Environmental-Advertisement, Marketing Tools, Behaviour