Browsing by Author "Dissanayake, A. G. M. D. C."

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A Conceptual Review on Impact of Green Practices on Green Brand Equity: With the Moderating Effect of Consumer Traceability Knowledge
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Fernando, A. L.; Dissanayake, A. G. M. D. C.
A rapid increase in the implementation of green practices can be observed by companies to support sustainability objectives with the rise of environmental concerns. In today's cutthroat market, green brand equity (GBE), which represents a brand's perceived environmental friendliness, has emerged as a crucial component. Consumer traceability knowledge, which measures how well customers can track the environmental impact of a brand's products, is still not well understood in the context of GBE. Even though previous researchers have focused on the relationship between green practices and green brand equity, this research specifically seeks to determine the moderation effect of consumer traceability knowledge between the variables of green practices and green brand equity. The deductive research approach is adopted by the researcher, which is a formal and top-down way of conducting research based on existing literature. The researcher gathers primary data through a questionnaire to test the research study, hypothesis, and constructs. The researcher intends to use SPSS 25 to analyses the data, applying the hypotheses to the simple regression analysis and the Hayes process model. This study expects to yield several expected findings. One of the main anticipated results is that a company's green brand equity and the implementation of green practices are positively correlated. It is anticipated that the study demonstrates how consumer traceability awareness modifies the link between green practices and green brand equity. This study underlines the critical function of Consumer Traceability Knowledge as a moderator and the value of Green Practices in boosting GBE. It underlines the significance of transparency in building positive consumer views and offers insightful information for firms looking to develop sustainable brand equity. This study advances green marketing and sustainability strategies by thoroughly analyzing these dynamics, empowering businesses to successfully negotiate the shifting consumer environment of eco-consciousness.
Impact of Greenwashing on Green Purchasing Intention of FMCG Products: Mediating Effect of Green Skepticism
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dissanayake, A. G. M. D. C.; Gayathree, D. A. G. P. K.
Consumers’ increasing attention on the environment resulted in companies to come up with deceitful strategies to entice the consumers. This is known as Greenwashing and the study aims to identify the impact of Greenwashing on the Green Purchase Intention with the mediating effect of Green Skepticism with special reference to the FMCG Industry. The researcher has used the convenience sampling technique for selecting the respondents from the Western Province and the data collected from 394 respondents via an online survey. The hypotheses developed were tested using SPSS version 26 statistical package and along with the Hayes process Model 4 to test the mediating impact of Green Skepticism. The findings show that there is a negative relationship between Greenwashing and Green Purchase Intention. Green Skepticism did not mediate the relationship between Greenwashing and Green Purchasing Intention. It is strongly recommended to determine the impact of culture to strengthen the relationship between Greenwashing and Green Purchasing Intention in future studies.