Examining the Impact of Social media, Government Policies, and Green Marketing Strategies on Consumer Purchase Decisions: A Case Study of the Food and Beverage Industry in Sri Lanka

This research examines the growing environmental consciousness among Sri Lankan consumers in the food and beverage industry. It is encouraging the companies to adopt green marketing strategies. This research examines the impact of these strategies on consumer purchasing decisions to buy green products and investigates the moderating effects of favorable government policies and social media. By conducting a systematic review of 52 papers from different contexts from various geographical and cultural backgrounds in previous research, the important factors such as eco labelling, environmental ads, eco brand, green pricing, and products are identified as positively impacting consumer purchasing decisions to buy green products. Social media and favorable government policies moderate the relationship between green marketing strategies and consumer purchasing decisions. But the challenges are contextual diversity and economic downturns in Sri Lanka. Recommendations for food and beverage companies include incorporating green marketing strategies in production, engaging with social media, aligning with government laws. Furthermore, understanding the impacts of different green marketing strategies specific to the industry is necessary. As response to economic challenges, adjusting and localization strategies are suggested. This research provides useful insights for the companies in the food and beverage industry to deal with growing needs for environmentally friendly products. Also, this research contributes to the existing theory by adding more knowledge and solving the contradictions about the positive impact of identified green marketing strategies and adding new view about moderating effect of favorable government policies and social media which is the novelty of this study.