The Influence of Green Initiatives on Customer Satisfaction of Health-Conscious Consumers in Sri Lanka

Abstract

Eco-friendliness has come to be an essential aspect for modern businesses today especially for health enthusiasts and eco-friendly consumers in Sri Lanka. This research looks into how green practices like organic food production, eco-friendly packaging, organic farming, among others, influence customer satisfaction with specific reference to ABC Pvt. Ltd. in Sri Lanka. This research is located within a positivist philosophy and proceeds through a deductive strategy to verify the formulated hypotheses. It is a quantitative study whereby, data was obtained through a mono-quantitative survey strategy. The study was conducted cross-sectional, utilizing primary data gathered via questionnaires distributed to health-conscious consumers of ABC Pvt. Ltd. The sample was selected using convenience sampling, and 108 valid responses were analyzed using SPSS. Relationships between the variables in the study were evaluated through Pearson correlation and the influence of green initiatives on customer satisfaction was assessed through chi-square testing. From the findings, it can be concluded that there is a moderate positive relationship between the production of organic foods, the use of environmentally friendly packaging, organic farming, and customer satisfaction. The results of the Pearson correlation showed that eco-friendly packaging had the highest level of influence on customer satisfaction, so organic food and farming. These findings are consistent with the literature as they are adding into earlier studies reinforcing the importance of sustainable practices in enhancing consumer satisfaction, particularly for health-conscious individuals. The study concludes that green initiatives positively impact customer satisfaction, offering both theoretical and practical implications for businesses. This study adds to the growing body of literature on consumer satisfaction and highlights the necessity for businesses to prioritize green initiatives to foster customer loyalty and long-term success.