Impact Of Consumer Purchasing Behavior On The Implementation Of Green Logistics,case Study Of Inyange Industries Ltd.

In the modern era,the environmental awareness becomes a major concern all over the world,which has led to consumer demands for environmentally friendly products or green product.Consumers now have realized that their purchasing behavior has impact on the ecological system.Therefore,they have begun to prefer environmentally friendly products hence increased demand for environmentally sustainable products.The purpose of this research was to evaluate impact of consumer-purchasing behaviors on implementation of green logistics,a case study of INYANGE industries ltd.in Kigali-Rwanda,Theoretical model used to establish relationship that is between green product preferences,consumer-purchasing behavior,Environmental conservation activity and implementation of green logistics for the objectives of evaluating consumer-purchasing behaviors' effect on implementation of green logistics in INYANGE industries ltd,located in Kigali-Rwanda.Through literature review and survey results,the research questions were answered.The results obtained indicate the good level of understanding and implementation of green practices from the consumers' understanding and Inyange also as a research field in general.A structural equation modeling(SEM)approach using Amos software was conducted to test the research hypotheses.The results show that relationship between green product preference and consumer purchasing behavior was positively significant,Then consumer-purchasing behavior was completely affect the implementation of green logistics.Furthermore,relationship between consumer purchasing behaviors and environmental conservation activity indicated positive significance.Moreover,the relationship between environmental conservation activity and implementation of green logistics have rejected.To conclude,consumer-purchasing behaviors have the big impact on the implementation of green logistics in INYANGE industries ltd as all publicized in the results obtained;Inyange industries also may increase greenness in its logistics activities in order to maintain the level of competition on the market with satisfying their customers with focusing on their green perceptions.