FACTORS AFFECTING SOCIALLY RESPONSIBLE CONSUMER BEHAVIOR AND THEIR RELATIVE IMPORTANCE IN KOTTE ELECTORATE

Over the past three decades, the Social Responsible Consumer Behavior (SRCB) has increased in a progressive manner. Despite evidence to suggest that society is increasingly sympathetic towards the environment (including society), many Environmental Friendly (EF) products have not achieved the expected level of market success. Therefore it is beneficial to marketers in Sri Lanka to identify the factors affecting in socially responsible behaviour of consumers and their relative importance. The factors that were assumed to be related with the SRCB were psychographic characteristics, environmental attitudes, and demographic characteristics of consumers. Sampling unit was taken of the households in Kotte electorate area. The unit of analysis is individual level. The person who buys the highest amount of consumer goods in the households was taken as the unit of analysis for the study. The total sample size was randomly chosen and fixed at two hundred. A questionnaire was adopted for data collection. However, the validity and the reliability of the measurement scales were tested. The results disclosed that environmental attitudes have the highest association with SRCB. Psychographic characteristics also have a significant but not strong relationship with SRCB while some of the demographic characteristics show a significant relationship with SRCB. Key Words: Social Responsible Consumer Behavior, Psychographic characteristics, Environmental attitude, Demographic factors For full paper: fmscresearch@sjp.ac.l