Browsing by Author "Malkanthie, M. A. A."

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Antecedents of Consumer Materialism: An exploration in Sri Lankan Context
(Faculty of Commerce and Management Studies, University of Kelaniya., 2019) Malkanthie, M. A. A.
Materialism is becoming a major problem in the world. Materialistic consumers consume more and even unnecessary things. Overconsumption is one of the major threats to the future of human survival. Hence, the intention of this research is to determine the antecedents of materialism in Sri Lankan context. Through the Literature review, the antecedents of materialism were identified as; depression, anxiety, self- esteem, and stress. Positivist approach with deductive reasoning was used in this study. Individual adult person was taken as the unit of study of this research and this is a single cross -sectional study. Sample of 450 adults was selected according to judgmental sampling technique representing nine provinces in Sri Lanka. Structured questionnaire was used as the data collection tool. Structural Equation Modeling was used to analyze the data. Findings show that self-esteem, depression, and stress significantly affect materialism. Further, Self-esteem and depression negatively affect the materialism while “stress” positively affect the materialism. These findings are useful to Marketing Managers to develop more effective marketing strategies in terms of segmentation, strategic brand communication and promotion. By accurately segmenting based on the facet of materialism that is dominant in a specific consumer behavior context will lead to the development of brand communication that better addresses consumer concerns.
Plastic Use Among Sri Lanka's Metropolitan Population: A Study of Environmental Consciousness and Behaviour
(Faculty of Commerce and Management Studies, University of Kelaniya., 2023) Malkanthie, M. A. A.; Herath, H. M. C. J.; Galdolage, B. S.
This study seeks to evaluate customers' purchase and disposal patterns for plastic and polythene and whether their environmental consciousness matches with actual behaviour. Data were collected from 117 households in metropolitan areas in Sri Lanka and analysed using descriptive statistics and paired sample t-test. Before data analysis, the scales' reliability and validity were evaluated. Findings showed a significant gap between actual behaviour concerning plastic consumption and environmental consciousness. Although most customers have positive opinions regarding environmental awareness, these beliefs have not necessarily converted into the corresponding behaviour to the same degree. As per results, 39% of the respondents burn their waste, including plastics, in open, while 4% have engaged in open dumping. The findings of this study can be taken into consideration to minimize the harmful effects of plastic and polythene disposal behaviour in Sri Lanka through an understanding of consumers’ actual behaviours. Especially relevant authorities shall initiate awareness campaigns and proper garbage disposal systems.