It is very important to protect our environment while satisfying the needs of consumers with an ever-increasing variety of products and services. In order to guarantee a sustainable economic growth and protect the environment, many consumers and producers realized the importance of environmentally sensitive efforts. Today, rapid development of technology has caused both positive or negative effects and changes in environment. Therefore, our current environmental situation requires serious attention. Currently we can see the problems that our environment is facing everywhere which includes land & air pollution, ozone depletion, global warming, hazardous waste disposal and water pollution. Today, consumers are aware that their individual consumption behaviour affects the environment and these consumers are more conscious of seriousness of environmental degradation. But if we can deeply explore, they don’t not really behave green manner. Even they continually perceived seriousness of environmental problems and degradation actually they perform anti green consumption which could be affect the environment.

Thus, this research is aiming to identify the actual reasons to buy or use the environmental harmful products among the consumers in Batticaloa District. The study uses a qualitative methodology to investigate the reasons form respondents in order to preferring the environmental harmful materials in their life. 20 working consumers were selected as the sample for this study in Batticaloa District. Qualitative content analysis was used to finding the result of this study. According to this study it found the majority of consumers are using environmentally challenged materials as polythene bags and plastics bottles  during their casual routines due to the following important reasons, such as environmental harmful materials (Polythene and plastics) are easily to use and more available in market, its price has less, lack of substitutes of green products, consumer’s work load and their family burden, producers’ packaging, and some compulsive circumstances. Therefore, they compel to use those harmful materials without think of its affects to the community. Consequently, these research findings have provided some insight and feedback to businesses who basically facing a lot of challenges in convincing consumers to purchase green products.