Abstract:
Purpose: The sustainability of packaging should be enhanced by reducing the amount
of materials used and incorporating recycled components, given that packaging
significantly contributes to pollution. In the fast-moving consumer goods (FMCG)
sector, businesses face increasing pressure to adopt environmentally friendly
strategies. This research seeks to identify the factors influencing repurchase intentions,
with customer satisfaction serving as a mediating factor, specifically among
consumers in the Central Province of Sri Lanka.
Design/methodology/approach: A comprehensive review of the literature identified
attitude, environmental concern, willingness to pay, and personal norms as
independent variables, while consumers' repurchase intention was treated as the
dependent variable. Additionally, customer satisfaction was employed as a mediating
variable. The study followed a deductive approach, Data were collected through
structured questionnaires distributed to 384 consumers in the Central Province, using
convenience sampling technique. Hypotheses were tested using correlation analysis,
multiple linear regression analysis, and the Sobel test, with IBM SPSS 27 software
employed for data analysis.
Findings: The results highlighted the significant influence of attitude, personal norms,
environmental concern, and willingness to pay on consumers repurchase intentions
towards eco-friendly packaged FMCGs. Customer satisfaction partially mediated the
relationship between attitude, personal norms, and environmental concern and there
was no mediation between willingness to pay and repurchase intention.
Practical implications: These findings have important implications for marketers,
government policymakers, and packaging designers, encouraging them to implement
measures that enhance repurchase intentions for eco-friendly packaged FMCGs in Sri
Lanka.
Originality value: In Sri Lankan context, there were no previous researches that had
explored the use of customer satisfaction as a mediator in the FMCG sector.
