Abstract:
With the arrival of societal Marketing concept to the business environment, Green Investment has
gained much importance than it had. The societal marketing concept says that an organization
should deliver the desired satisfaction of the customer in a way that preserves or enhances the
consumers' and the society's well-being. Investment in green shares gives relatively high rases of
return as a sort of highly socially responsible investment. In the western countries a domestic
growth in green investments introductions at the beginning of the 1990's and currently the
market for green investments has been expanded rapidly. In the USA, one out of eight US dollars
invested in Green shares. The Sri Lankan market in Green Investments, still not have reached to
that level of western countries, but gradually it has been improved than earlier years. Only a few
organizations can be found in Sri Lanka those who engage in tropical forestry.
This paper deals with an evaluation of attitudes ofpotential customer clientele towards the Green
Investments, specially invest on tropical forestry. The study was based on secondary data and
primary data. Primary data were collected by conducting a representative survey of interviewing
200 respondents through a structured questionnaire. The sample elements were selected using
convenience sampling techniques descriptive statistics were used to analyze gathered data.
Findings showed that only a less percentage of interviewed customers had favorable attitudes
towards invest in tropical forestry and further it was revealed that the willingness to invest in
forestry is a function of variables of education level, income, environmental awareness, nature of
promotions and expected profits. Based on the results, conclusions are drawn regarding
marketing strategies to improve their market in the marketer's point of view.
