Browsing by Author "Kumara, V. R. P. O."

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    The Impact of Green Marketing Strategies towards Consumer buying intention: The Mediating Effect of Perceived Value with Special Reference to Food and Beverage Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kumara, V. R. P. O.; Mirando, U. J.
    Over the last few decades, environmental sustainability has risen to the top of the agendas of both worldwide and local businesses, and it has been acknowledged as a significant factor in the development of their strategies. More business organizations are now adopting green marketing strategies for their business processes. Considering the findings of previous studies, the importance of key factors such as eco-labeling, eco-packaging, environmental ads, and environmentally friendly brand image was investigated to highlight the role that these elements play in fostering sustainable consumer behavior. Strong emphasis on the significance of consumer buying intentions as a significant factor in determining purchasing decisions. On the other hand, in the real world, there is a significant deviation between what is expected of the organization about the implementation of green marketing strategies such as green packaging, labelling, and other activities, and the value that the consumer experienced and perception to be connected with that particular product. Previous studies have demonstrated that green marketing strategies have a significant effect on the consumers' intentions to make purchases. While some studies investigated the influence that eco-labeling has on perceptions of sensory quality and desire to make a purchase. Others investigated the function that the green marketing mix has in influencing consumers' intentions to make a purchase. However, there is no attempt to place sufficient emphasis on perceived value as a mediator. Therefore, this study attempts to fill in the available variation gap that previously existed by exploring the impact that green marketing strategies have on purchase intentions, with perceived value serving as the mediator. This study focuses on social behavior, specifically purchasing information, using positivism as a philosophical approach. The deductive method is used to construct a hypothesis, and the study uses a questionnaire survey for data collection. The quantitative strategy allows for statistical analysis and identification of patterns and correlations between variables. The sample size is 403. The population is selected through non-probability and convenience sampling. To make statistical results, which are made available by SPSS. This study has explored green marketing strategies has significant impact on consumer buying intention, green marketing strategies has significant impact on perceived value, perceived value has significant impact on consumer buying intention, perceived value has significant impact as mediating role between green marketing strategies and consumer buying intention in food and beverage industry in Sri Lanka. Importantly, there are discrepancies in functional, emotional, and monetary value in the food and beverage industry in Sri Lanka, which makes it difficult for consumers to accept environmentally friendly marketing strategies. Consumers think that there are compromises in quality, that there is not enough emotional pleasure, and that there is a mismatch between the expenses and the advantages. To solve this issue, businesses should improve product quality through the implementation of green initiatives, make investments in research and development for environmentally friendly packaging, establish cross-functional teams for innovation, and carry out powerful marketing efforts to modify consumer preferences and increase sales intents. Additionally, it provides insights that are relevant to the industry on eco-labeling, eco-packaging, and environmentally friendly branding. Furthermore, previous studies have highlighted the impact that green marketing has on consumers' intentions to make purchases, but they have not focused on perceived value as a mediator. The purpose of this study is to fill this vacuum by investigating how perceived value, functional, emotional, and monetary factors act as a mediator in the interaction between green marketing techniques and consumer behavior in the food and beverage industry in Sri Lanka. The study used 403 responses but may not represent the entire population. A larger sample size could improve generalizability and provide stronger insights. The quantitative approach may not fully understand consumer motivations, perceptions, and emotions and may not cover diverse consumer beliefs across demographics or socioeconomic groups. The study's cross-sectional design may miss changing consumer attitudes and habits over time. Additionally, the concept of perceived value may be limited to functional or environmental value, and self-report bias may affect the accuracy of the findings. This research, which was conducted with the participation of 403 individuals, focuses on green marketing techniques, perceived value, and customer purchasing intentions in the food and beverage business. In a subsequent study, the sample size might be increased, a wider range of sectors could be investigated, other aspects of perceived value such as Epistemic value and social value could be implemented, qualitative research methods could be utilized, and longitudinal research designs could be adopted to learn more about consumer behavior.