Browsing by Author "Gayathree, D. A. G. P. K."

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Drivers of Green Purchase Intention of Generation Y Consumers in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Pramodi, K. U.; Gayathree, D. A. G. P. K.
The studies conducted specifically focused little attention on the responses of the new generations regarding the environmentally friendly products. Therefore, the purpose of the study was to analyze how Social Influence, Environmental Knowledge, Environmental Attitude impact to the Green Purchase Intention of generation Y consumers in Sri Lanka. The data was collected from 386 respondents who were selected using convenience sampling method. A self- administrated questionnaire has been distributed via online platform among respondents and 363 were finally processed for the data analysis. SPSS software was used to test the hypothesis with the regression analysis method. The findings demonstrated that the Social Influence, Environmental Knowledge and Environmental Attitude significantly impact on the Green Purchase Intention. The results further indicated that the Social Influence, Environmental Knowledge and Environmental Attitude have a significant positive impact on Green Purchase Intention.
Drivers of Green Purchasing Intention of Personal Care Products with Special Reference to Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Nayanathara, D. G. V.; Gayathree, D. A. G. P. K.
People are becoming increasingly interested in adapting an eco-friendly consumption pattern as the environmental issues imposes a significant challenge. Even though Sri Lankans are aware of Green Products, marketers & manufacturers face challenges in implementing green marketing strategies, because the consumers do not walk the talk. Hence, the purpose of the study was to examine the factors that influence green purchase intentions of personal care products in Sri Lanka. This is a quantitative study, and the data were collected using a self-administered questionnaire from 385 respondents who resides in Western province. Multiple regression analysis was used to test the hypotheses, and the results revealed the social influence, environmental responsibility, environmental consciousness, & health consciousness all have a positive and significant impact on green purchase intention. Furthermore, the outcomes of this study will contribute to the understanding of the factors that impact green purchasing intentions, as well as support marketers & manufacturers in implementing sustainable practices.
Green Brand Dimensions and Green Perceived Value on Green Purchasing Intention of the Personal Care Products
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Herath, H. M. R. N.; Gayathree, D. A. G. P. K.
This article aims to analyze how green brand dimensions of green personal care products ultimately influences green purchase intention, and this research has been conducted with a particular focus on the green personal care products. The data were collected from 384 respondents who have knowledge regarding the green personal care products. All the responses were collected through an online survey. The non-probability sampling technique was used to select the respondents. Hypotheses were tested using the SPSS version 22.0 for this research study. The findings demonstrated a positive significant impact of independent variables to the purchasing intention. The study findings suggest companies to take initiatives to improve the awareness among the consumers about their personal care green products, which create green brand trust among purchasers and boost green perceived value for purchasers to increase their intention to use personal care green products.
Impact of Experiential Marketing on Customer Satisfaction; Examine the Mediating Effect of Customer Perceived Value with Special Reference to Restaurants Located in Western Province Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kumari, W. L. P.; Gayathree, D. A. G. P. K.
The restaurant industry is among the fastest-growing sectors in Sri Lanka. Following the COVID-19 pandemic, there has been a notable shift towards e-commerce platforms for meal orders. Consequently, experiential marketing has become a crucial element for the survival and growth of the restaurant industry. This study aimed to analyze the impact of experiential marketing on customer satisfaction within the restaurant industry. A quantitative research design was employed for this study. The population consisted of individuals residing in the Western Province who had visited restaurants. Using a convenient sampling method, a sample size of 375 respondents, aged 18 to 64, was obtained. Data were collected through an online survey using a structured questionnaire. The data were analyzed using multiple regression techniques and processed with SPSS 23 software. The findings revealed that experiential marketing has a positive and significant impact on customer satisfaction, and this relationship is mediated by customer perceived value. It is suggested that future research should extend beyond the Western Province to encompass the entire country. This study is intended to provide initial guidance for stakeholders in the restaurant industry, particularly those affected by the challenges posed by the COVID-19 pandemic.
The Impact of Experiential Marketing on Revisit Intention with Special Reference to Franchised Fast-Food Restaurants in Western Province, Sri Lanka: Examining the Mediating Effect of Experiential Emotional Value
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Gunawardhana, I. D. K.; Gayathree, D. A. G. P. K.
The purpose of this research is to examine how experiential marketing affects customer revisit intention in fast food restaurants in the Western Province of Sri Lanka, and to explore how experiential emotional value mediates this relationship. An integrative conceptual framework was developed based on a literature review and tested using data collected from 379 respondents in the Western Province through an online survey, analyzed with SPSS version 26. The convenience sampling method was employed for sample selection. The findings indicate that experiential marketing has a positive and significant impact on both experiential emotional value and revisit intention. Additionally, the experiential, emotional value was found to mediate the relationship between experiential marketing and revisit intention. These results highlight the significance of customer experiences and emotional value in influencing revisit intentions, offering valuable insights for marketers seeking to enhance customer loyalty in the fast food sector.
Impact of Green Advertising and Word of Mouth on Sri Lankan Consumer Green Purchase Intention
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dinujaya, V. S.; Gayathree, D. A. G. P. K.
The purpose of this study was to examine how green advertising and word of mouth affect purchase intention. The research determines how functional appeal and emotional appeal engage in green purchase intention and examines how green product knowledge impact on the consumer attitudes. This research is based on the theoretical and empirical observations developed based on the Theory of Reasoned Action. This analysis was quantitative and systematic questionnaires were used to obtain primary data from the sample. Through the hypothesis testing, emotional appeal is more effective in generating green purchase intention than functional value. The green product knowledge moderates the effect of consumer attitude towards the green FMCG products. Further green word of mouth is more effective in improving consumer attitudes towards green FMCG products. The results provide important managerial implication for the marketers who seek to promote green consumption. Moreover, marketer should ensure that the advertising message is not a profit gaining concept, it’s all about improving green consumption.
Impact of Green Advertising on Consumer Purchase Intention in Organic Food Industry of Sri Lanka: The Moderating Effect of Consumer Innovativeness
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Rathnayake, R. M. S. S.; Gayathree, D. A. G. P. K.
This article aims to analyze the impact of green advertising attributes on consumer purchase intention, specifically within the organic food industry in Sri Lanka, and to examine the moderating effect of consumer innovativeness. Based on a review of existing literature, a conceptual model was developed and tested using data collected from 330 organic food consumers via an online survey. A linear regression model was applied to assess the impact of green advertising attributes on consumer purchase intention, and Process 3.5 by Andrew F. Hayes, Model 1, was used to examine the moderating effect of consumer innovativeness. The findings indicate a positive and significant impact of green advertising attributes (i.e., reliability, informativeness, attractiveness) on consumer purchase intention. Additionally, the results reveal that consumer innovativeness moderates the relationship between attractiveness and consumer purchase intention. These findings enhance the understanding of the importance of green advertising attributes in developing green advertising strategies. In the Sri Lankan context, the effects of green advertising on consumer understanding of products and brands, as well as on buying decisions, require further exploration.
Impact of Green Marketing Stimuli on Green Purchasing Intention of Sri Lankan Consumers
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Perera, W. V. T.; Gayathree, D. A. G. P. K.
Sri Lanka is an Asian developing country and majority of citizens are environmental concerned because of the culture. The number of consumers who consider environmental friendliness increases over time in Sri Lanka and with this trend organization have been adapting green marketing strategies. Thus, this study examined the Impact of Green Marketing Stimuli on Green Purchasing Intention of the Sri Lankan Consumers. The data collected from 385 consumers who resides in the Western province and the respondents were selected using convenience sampling method. Self-administered questionnaire was distributed among the respondents. The data analyzed using SPSS version 26. The findings demonstrated a significant impact of eco labeling, eco packaging, environmental concern, and government role to green purchase intention. The results further indicated that customer income moderated the relationship between green marketing stimuli and green purchase intention.
Impact of Green Marketing Tools on Green Purchase Intention
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Subasinghe, V. N.; Gayathree, D. A. G. P. K.
Environmentally friendly criteria have become a prominent concern for customers when purchasing a product. As a result, consumers’ buying behavior has shifted toward green purchasing. The previous studies showed that there are fewer studies on green marketing tools of the electronic home appliances industry in the Sri Lankan context. Hence this article aims to fill the gap in the literature to analyze how green marketing tools especially eco-label, eco-brand and environmental advertisements influence green purchase intention. This study was conducted with 281 respondents collected through an online survey. Data sets were generated using an online survey and analyzed using SPSS version 25. The findings demonstrated that eco-label, eco-brand, and environmental advertisements have a positive and significant impact on green purchase intention. Hence green marketers should use eco-label, eco-brand, and environmental advertisements in promoting green products to improve customers’ green purchase intention and create a green consumer segment in the Sri Lankan Electronic home appliances industry.
Impact of Green Marketing Tools on Green Purchase Intention of FMCG Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Subasingha, N. E. M.; Gayathree, D. A. G. P. K.
This study aims to examine how green marketing tools, eco-brand, green packaging, green advertising can encourage consumers to engage in green consumption behavior. Furthermore, the Fast-Moving Consumer Goods (FMCG) sector was chosen as a context since it is an industry that is more concerned with environmental issues. Observably there is a significant lack of empirical studies on these tools as this concept is new to the Sri Lankan market. The study is quantitative in nature, and a structured questionnaire was used to gather data using the convenience sampling technique. The study’s objectives statistically tested using IBM SPSS statistical software was. 351 responses were collected through an online survey. The findings demonstrated that each tool has a significant and a positive impact on the customer purchase intention. Accordingly, the study concludes that eco-brand and green advertising have a salient impact on purchase intention than green packaging. Hence, the research recommends that these tools should be communicated more widely in the market.
Impact of Green Packaging on Consumer Purchase Intention: with Special Reference to Y Generation in Western Province Sri Lanka (with Special Reference to FMCG Industry)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Muthunayaka, M. M. H.; Gayathree, D. A. G. P. K.
This study aims to analyze the impact of green packaging on the purchase intention of Generation Y consumers in the Western Province of Sri Lanka. The Fast-Moving Consumer Goods (FMCG) industry faces significant issues related to green packaging. The primary objective is to identify the factors that most influence consumer purchase intention towards green packages. Based on a review of the literature, the researcher identified three variables affecting purchase intention: product characteristics, environmental concern, and government role. The hypotheses were examined using SPSS within a quantitative research framework. The study was conducted with a sample of 384 Generation Y consumers, utilizing a structured questionnaire. The research results demonstrated a positive relationship between each variable and purchase intention. The implications of this study provide insights into customer purchase intentions towards green packaging, which can be utilized by FMCG companies in Sri Lanka.
The Impact of Green Product Attributes on Green Consumer Purchase Intention in FMCG Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Navanjana, K. S.; Gayathree, D. A. G. P. K.
Sri Lanka face a significant problem with the continuous increase of environmental pollution. Increasing the ecological concern of the Sri Lanka consumers rapidly resulted in organizations to utilize the opportunity to produce environmentally friendly products and services. Therefore, the purpose of this study is to evaluate the impact of Green Product Attributes on Green Purchase Intention in the FMCG Industry of Sri Lanka. The primary data were collected from 384 respondents in the Western province and researcher used a self-administered questionnaire for the data collection. The findings show that Green Product Attributes in FMCG industry have a significant impact on Green Purchase Intention. The FMCG industry must employ appropriate strategies incorporating the Green Product Attributes to attract more and more customers. Including green aspects to the total product offering would be a major innovation in the FMCG industry in Sri Lanka.
The Impact of Green Promotion on Green Purchase Intention with Special Reference to Green Energy Solar Power Industry in Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Subasinghe, H. T.; Gayathree, D. A. G. P. K.
The purpose of this study was to examine the impact of green promotion on green purchase intention within the green energy solar power industry. As consumer purchasing behaviors increasingly shift towards green purchasing, this study developed an integrative conceptual framework based on a review of the literature. Previous research indicated a lack of studies focusing on green promotion in the solar power industry within the Sri Lankan context. Data were collected from 302 respondents in the Western Province through an online survey, and analyzed using SPSS 26. The convenience sampling method was employed to select the study sample. The findings reveal that eco branding, eco packaging, and green advertising each have a positive and significant impact on green purchase intention. These results highlight the potential for creating a competitive advantage in the expanding market and underscore the significance of green promotion in modern business practices and its influence on consumers' green purchase intentions.
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.
Impact of Sustainable Tourism Practices of Hotels on Local Guest Satisfaction Special Reference to Galle Area
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Lakshan, H. G. H. T.; Gayathree, D. A. G. P. K.
The tourism industry in Sri Lanka is experiencing rapid growth and remains one of the country’s primary sources of foreign income. As the industry has expanded, new forms of alternative tourism—such as ecotourism, green tourism, sustainable tourism, and responsible tourism—have emerged. These tourism modalities enable visitors to explore the country while benefiting local communities and minimizing environmental impact. Sustainable tourism, in particular, is gaining increasing popularity in Sri Lanka. While researchers from various countries have conducted extensive studies on sustainable tourism in their respective regions, there is a noticeable lack of research on sustainable tourism practices in Sri Lanka. This research gap has created a significant knowledge void. The current study aims to address this gap by examining the impact of sustainable tourism activities implemented by hotels on visitor satisfaction. The methodology section of this study details the population, sample, sampling method, data collection techniques, and data analysis processes. Statistical analyses, including descriptive statistics, mean values, correlations, and reliability analysis, will be performed using SPSS software. The primary objective of this study is to explore the relationship between sustainable tourism practices such as waste management and energy conservation measures and customer satisfaction in tourist hotels located in the Galle region.
A Study on the Impact of Green Marketing Tools on Green Purchasing Behavior in Sri Lanka: The Mediating Effect of Environmental Attitude. (with Special Reference to Electronic Home Appliances)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kurukulasooriya, K. M. M. L.; Gayathree, D. A. G. P. K.
This article aimed to analyze whether environmental advertisements, perceptions of eco labels, and perceptions of eco brands impact the green purchasing behavior of Sri Lankan customers and how environmental attitudes mediate the relationship between green marketing tools and green purchasing behavior. 385 customers were chosen by the researcher using the convenience sampling method, and the questionnaire was distributed online to collect data. Out of that, 381 customers were used to determine the findings. The data was analysed based on regression and correlation analysis using SPSS version 26. The relationship between independent and dependent variables has been defined using statistical models like descriptive statistics, correlation, and multiple regression. Based on the data analysis, it can be concluded that green marketing tools has a significant impact on green purchasing behavior in home electronic appliances in Sri Lanka, and environmental attitude mediates the relationship between green marketing tools and green purchasing behavior. Marketers must promote green products using environmental advertisement, eco labeling, and eco branding to enhance the customers’ green purchasing behavior and make the green consumer segment in the Sri Lankan home electronic appliances market. The researcher suggests some strategies and future research areas for the decision-makers and future researchers with the findings.
Trust and Determinants of Purchasing Intention of Organic Food Products among Young Consumers with Special Reference to The Matara District Market
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Wanniarachchi, L. U. P.; Gayathree, D. A. G. P. K.
Organic food has emerged as a critical topic due to its role in mitigating risks to public health for farm workers, their families, and consumers by reducing exposure to harmful chemicals in the environment and in food. Organic products are cultivated without artificial fertilizers or pesticides, within an environmentally and socially responsible agricultural system. Consumers are increasingly exploring healthy and organic food options to enhance their well-being. Despite the significance of this issue, there is a lack of research specifically examining the purchasing intentions of young consumers in Matara, Sri Lanka. To address this gap, the present study aimed to investigate the factors influencing the trust and purchasing intentions of young consumers regarding organic food products in the Matara district. Based on insights from existing literature, relevant factors were identified, and data were collected through a survey involving young consumers of organic foods using a self-administered questionnaire. The findings indicate that Perceived Quality, Availability of Information, and Health Aspects positively influence the Purchase Intention of Organic Food. Conversely, the Organic Label was found to negatively impact Purchase Intention in the current context. Consequently, stakeholders can use these insights to develop strategies to enhance the purchase intentions of young consumers towards organic foods. Furthermore, this study contributes to the existing literature by providing new insights into the current factors affecting organic food purchase intentions.