paper is an attempt to investigate the consumers purchasing behavior and attitudes towards eco-friendly fast moving consumer goods (FMCG) with special reference to cosmetics &personal care products. The research was conducted in the Western Province of Sri Lanka employing a conceptual framework that identified four major factors that affect consumer green purchasing behavior such as; individual belief, environmental factors, socio economic characteristics, awareness &knowledge. Data collected from 153 respondents with the use of a questionnaires and this was done by way of judgmental sampling. Both descriptive and inferential statistical were used to analyze data. The “Lifestyles of Health and Sustainability” (LOHAS) model was utilized to measure the purchasing behavior. This study assessed the magnitude of LOHAS categories exists in the Western Province for environment friendly cosmetics and personal care products market along with an examination of the factors affecting purchasing behavior. The results reveal that the majority of the respondents were environment unconcerned where as the miniature portion were in reality the active environment stewards. Results of the regression analysis reveal that among the variety of socio-economic factors considered, only gender, marital status and income level were significantly affecting the purchasing behavior. Key words: Green Marketing , FMCG, LOHAS, Cosmetics & Personal Care, Purchasing Behavior INTRODUCTION Communities all over the world are identifying the need of environmental safety where the “Green Marketing “as a concept which business organizations concerned to satisfy customer needs in an environmentally friendly approach. As a result of alarming rates of environmental lethal issues and emerging community pressure on protecting the environment, a variety of business entities globally have moved beyond simply adhering to environmental regulations. Many internationally reputed enterprises continue innovations and introducing environment
supports towards environment conservation (Table 8). However, it was notable that the ALV figure was considerably low when compared to other factors. Moreover, results of the Chi-square analysis reveal that the ALV computed for views of consumers on company and government support were significantly differed among LOHAS categories (Table 9). Table 8. ALV for variables considering under environment Factors Variable ALV Company & Government Support 3.37 Social Influence 3.63 Note: Average Likert Value Social Influence: The Likert values derived regarding external influences on purchasing decision making disclose that the group of respondents had a social pressure and a positive influence beyond average, though actual buying behavior was distinct with a majority of unconcerned consumers (Table 8). Table 9. ALV on Company and Government Support among LOHAS categories LOHAS Category C-Sq LO NA DR CO UN Coefficient P-Value 3.73 3.38 3.54 4.00 3.26 35.67 0.00* Note: C-Sq – Chi Square Statistics, FFisher’s Exact Test Coefficient, *Significant at 0.05 level Further, results of the Chi-square analysis reveal that the ALV computed for consumers on Social influence were significantly differed among LOHAS categories (Table 10). According