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Many manufacturing companies today, move towards green as the consumers are concerned about the natural surroundings. Natural environmental influence our day-today lives in many ways, yet only few academics have discussed green issues in Sri Lankan context. Hence, this 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 …