Abstract
Marketers in the modern market place are trying to create and deliver value to their customers greater than their competitors in the dynamic market place, aiming survival and growth. Other than the pressure from traditional environmental variables, today, the green issues have received a greater deal of importance in every industry. Through the understanding of Sri Lankan consumers about eco labeling is in the stage of infancy, pressure from ethical, social, and political arguments in taking actions on environmental issues are more persuasive and widely accepted by every stakeholder party.