Young Consumers' Perception Towards Downstream Green Supply Chain Practices

Organizations, suppliers and consumers are highly sensitive towards environmental impacts arising from their operations today. Under this context, green consumption and the green packaging are gaining popularity among consumers. This research evaluates young educated consumer perception towards green packaging in Sri Lanka. A survey was conducted targeting university students who are reading for an undergraduate degree in Sri Lanka. Demographical information, attitudes and beliefs, knowledge about environmental sustainability, environmental awareness, and factors influencing their consumer behavior towards green packaging were collected through the survey. The data was analyzed using the Analytical Hierarchical Process. The findings of the research help understand main factors which influence the young educated consumer behavior towards green packaging and the level of influence of each factor. The analysis also reveals the hindrances and challenges withholding the use of green packaging.