Browsing by Author "Weerasiri, R. A. S."

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Effect of Social Media Micro Influencer Marketing Activities on Consumers’ Purchase Intention: Evidence from Smart Phone Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Tharaka, K. R.; Weerasiri, R. A. S.
Influencer marketing is becoming increasingly popular around the world, prompting marketers to consider it an essential component of their marketing strategy. Smart phones are gaining popularity as they have become an integral part of people's daily lives. It is used not only to contact others, but also to indicate current marketing activities. The online world is both a place to sell and a platform for reaching out to a specific audience. Using influencers in a marketing campaign is one of the most effective ways to accomplish this. Influencers in technology range from tech bloggers to social media celebrities. Similarly, they all wield considerable power over their followers. As a result, this study identifies the personal factors of social micro media influencers that contribute to influencing purchase intentions toward smart phones. The source credibility and source attractiveness models are used. Trustworthiness, expertise, similarity, familiarity, and likability are among the constructed variables. The quantitative method is used, with survey questionnaires distributed to 150 social media users to collect data. The Statistical Package for the Social Sciences (SPSS) was used to analyse the data collected, and the results showed that trustworthiness, similarity, familiarity, and likability have a positive influence on purchase intention. As a result, the findings of the study will be used to provide future researchers and marketers with a better understanding of micro influencer marketing.
Factors Influence on Consumers’ Attitude Towards Organic Food Products: With Special Reference to FMCG Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Thudugala, T. A. D. P.; Weerasiri, R. A. S.
Fertilizers, artificial chemicals, and pesticides are not used in the production of organic foods. Although still in its infancy, the organic food sector in Sri Lanka is quickly expanding. This article aims to analyze factors influence on consumer’s attitude towards organic food Product of the FMCG sector in Sri Lanka. This study model consists of six basic components namely, health concern, environment friendliness, freshness, price, family, and availability of the products. The data was collected using a survey questionnaire, with 384 customers were responded to the questionnaire. The questionnaire included five-point like scaling items designed to analyze the influence of independent variables on Sri Lankan consumers' attitudes regarding organic food products. To test the hypotheses, regression analysis was used which examined the major considerations of attitude toward organic foods. The conclusions of the study will be beneficial to marketers and organic food producers. This research will help in determining what the true requirements and desires of organic food customers. This study contains various limitations, even though it contributed to some important results. People's attitudes about organic food are influenced by several primary elements. However, only a few have been identified. The findings reveal that eco-friendliness and product availability are the most important factors in determining consumers' attitudes toward organic food.
Factors Influencing on Consumer Purchase Intention Towards Local Organic Food Products with Special Reference to Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Kavindya, M. G. T.; Weerasiri, R. A. S.
In recent years, the global shift towards sustainable and healthy consumption has heightened the importance of understanding consumer attitudes and intentions towards local organic food products. This study investigates the factors influencing consumer purchase intention towards local organic food products, with special reference to the Western Province of Sri Lanka. The data were collected from 200 customers with a structured questionnaire in the form of an online survey. There are several factors that affect the consumer’s purchase intention for organic food. Various factors, such as health concerns, environmental concerns, subjective norms, and consumer knowledge will be identified as independent variables, where consumer purchase intention is the dependent variable. Study was designed in a way of quantitative analysis. Secondary data was obtained from previous articles and case studies. The research findings reported that health concern, environmental concern, and subjective norms were the key determinant factors and showed a positive and significant impact on purchase intention. Consumer knowledge has negative impact on purchase intention. The research was targeted to provide valuable insights for local producers, policymakers, and marketers to enhance the promotion and adoption of sustainable and locally sourced organic food. At the end of the research, specific suggestions are made, including possible areas of research.
Factors Influencing on Customer’s Switching Behavior of Mobile Service Providers in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Rashmila, R. M. R.; Weerasiri, R. A. S.
The mobile telecommunications industry is one of the fastest-growing sectors in Sri Lanka. Due to the highly competitive market environment, service providers need to sustain their customers and attract new ones. Consequently, customer switching behavior has become frequent. This study focused on identifying the factors influencing customers' switching behavior among mobile service providers in Sri Lanka. Six independent variables were identified from the previous literature: pricing, inconvenience, core service failure, service encounter failure, attraction by competitors, and switching cost, which influence customers' switching behavior in the mobile telecommunications industry. According to the Morgan formulation, the sample size for the study was determined to be 384. Therefore, 384 questionnaires were distributed to mobile telecommunications customers in Sri Lanka, with a response rate of 75%. The convenience sampling method was used. The questionnaire contained 33 items measured on a seven-point Likert scale. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS). The study revealed that all independent variables: pricing, core service failure, service encounter failure, attraction by competitors, and switching cost had a significant effect on the switching behavior of mobile telecommunications customers, except for inconvenience. Strategies were proposed for service providers, and suggestions were offered for future researchers to obtain more reliable outcomes in their studies.
Impact of Advertising Appeals on Brand Loyalty; with Special Reference Milk Powder Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dilshan, M. G. A. A.; Weerasiri, R. A. S.
This study was conducted to identify the impact of Advertisement appeals on brand loyalty the Milk powder industry in Sri Lanka. The research shows how advertisement appeals emphasize brand loyalty within the sector. There are numerous advertisements developed for the milk powder sector. In this research, the researchers want to investigate the secret behind it. Primarily, the researchers wanted to explore what the best advertising appeals are for cultivating brand loyalty. The study emphasizes the role of emotional branding, advertising strategies, and consumer engagement in fostering long-term brand loyalty. Recognizing the importance of the milk powder industry as a critical component of the Sri Lankan market, the research aims to bridge identified empirical and practical gaps by examining the relationship between advertising appeals and consumer attachment to brands. The quantitative approach is most appropriate for this study, as it involves both the collection and the analysis of numerical data, thus facilitating an objective examination of the relationship among key variables. A structured questionnaire created especially to examine factors pertaining to emotional, Rational and moral advertising appeals and their impact on brand loyalty is used to gather the main data for this study. By ensuring that standardized data is collected, this approach makes it possible to compare and analyze responses consistently. Primary data was collected from 412 respondents, with 403 valid responses we reanalyzed using statistical tools such as SPSS. The findings confirm that experiential Emotional appeals and moral appeals positively impact brand loyalty and Rational appeals negatively impact brand loyalty. When consumers feel a brand resonates with their values or experiences, they are more likely to remain loyal. For example, a milk powder brand emphasizing a nurturing mother's love or a child's happiness can foster an emotional attachment, encouraging repeat purchases. The results show that by creating strong emotional bonds and favorable customer associations, emotional appeals and moral message advertisements significantly enhance brand loyalty. For marketers and other industry experts looking to create successful advertising campaigns that connect with Sri Lankan customers and increase brand loyalty and long-term customer retention, the research provides insightful information. The study faces limitations including cultural diversity, challenges in isolating advertising impacts, restricted data access, cultural specificity limiting global applicability, and time constraints restricting comprehensive data collection from all Sri Lankan regions. The implications of this research highlight the importance of leveraging emotional branding and neuromarketing strategies to build deep connections with Sri Lankan consumers through ads that evoke nostalgia, humor, and happiness while incorporating emotional storytelling with family and child-centric themes additionally, emphasizing ethical messaging such as eco-friendly packaging and community support fosters loyalty and trust.
The Impact of Celebrity Endorsement on Consumer Buying Behavior: with Special Reference to Confectionery Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Amarasekara, D. C. A.; Weerasiri, R. A. S.
Sri Lanka, as a South Asian country with a growing economy, presents numerous areas for research. Among these, the confectionery industry, which plays a significant role in the economy, has garnered attention. This study focuses on the impact of celebrity endorsement on consumer buying behavior within this sector. The confectionery industry has experienced substantial growth over the past decade, and forecasts suggest continued rapid expansion in the coming years. Consequently, intense competition has emerged among industry players. Celebrity endorsement is identified as a potentially effective strategy to address these competitive challenges. Empirical studies indicate that celebrity endorsement positively influences consumer buying behavior in the confectionery sector. Specifically, attributes such as celebrity expertise, trustworthiness, and attractiveness are found to motivate consumer purchase intentions. This research examines the effect of celebrity endorsement on consumer buying behavior in Sri Lanka’s confectionery industry. A simple random sampling technique was employed to select a sample of 384 consumers from across Sri Lanka. Data were analyzed using correlation matrix analysis. Given the limited existing research on the impact of celebrity endorsement within this industry in Sri Lanka, this study provides valuable insights for organizations in the sector, helping them to develop and implement effective marketing strategies.
The Impact of Celebrity Endorsement on Consumer Purchase Intention: With Special Reference to Personal Care Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Imza, I. M. A.; Weerasiri, R. A. S.
Celebrity endorsements in advertising emerged to increase attention over the past few decades. Attracting and the popularity created in promotions are one of the vital aspects used when promoting personal care brand in the market. Firms uses a variety of celebrities belong to endorse number of brands in respective fields. Attention and attraction centered objectives are the main objectives accomplished via these celebrities, although rarely it fails to grab the customer attention. It is vital to affect the consumer perception to persuade the customers to convert their purchase intention to a purchase decision. In this study focuses on examine the relationship with between celebrity endorsement and consumers purchase intention connected to personal care brands in Sri Lanka. The survey method was used as the research method and questionnaires were utilized in gathering information from the respondents. Convenience sampling was used to collect data and questionnaires were distributed among 300 respondents and analyzed descriptively using the SPSS 26.0 version. Multiple Regression and Correlation analysis was directed to institute the nature of the relationship between the celebrity endorsers and consumer purchasing intention. Finding showed significant and positive relationship between the celebrity endorsement and consumer purchasing intention. Furthermore, study confirms that attributes of celebrity are not only important for intent to purchase for personal care brands but quality, brand image and brand loyalty are the key factors for intention to purchase.
Impact of Celebrity Endorsement on Consumer Purchasing Behavior in Sri Lankan Cosmetic Industry Specifically Considering Products; Hair Oil, Shampoo and Beauty Soap
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Padukka, L. U.; Weerasiri, R. A. S.
This research study was developed by rationalizing existing literature sources to construct arguments regarding two primary concepts: celebrity endorsement and consumer purchasing behavior in the Sri Lankan cosmetic industry, with a specific focus on products such as hair oil, shampoo, and beauty soap. The study focused on the impact of celebrity endorsement in the cosmetic sector, which plays a significant role in the local economy. Empirical research was conducted using the TEARS model, which includes variables such as trustworthiness, expertise, attractiveness, respect, and similarity of the celebrity as key factors influencing celebrity endorsement. Data were collected from 200 respondents through a convenience sampling method, resulting in a final sample size of 193 respondents from the University of Colombo, University of Sri Jayewardenepura, and University of Kelaniya. The findings of the research, based on an online survey questionnaire, are presented in graphs and pie charts. Data analysis was carried out using the Statistical Package for Social Sciences (SPSS). The findings revealed a positive relationship between celebrity endorsement and consumer purchase intention. The survey indicated that each variable of celebrity endorsement has a direct and significant positive impact on consumer purchase intention. The data analysis confirmed the reliability of all variables and demonstrated that celebrity endorsement significantly influenced the dependent variable, consumer purchase intention. Furthermore, the research findings suggest that celebrity endorsement should be considered a complex marketing communication strategy with the potential to yield highly positive results.
Impact of Celebrity Endorsement on Customer Purchase Intention towards Personal Care Products in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Gunaweera, D. S.; Weerasiri, R. A. S.
In this era, celebrities are becoming increasingly personable with their audience. Consequently, the concept of celebrity endorsement has emerged as a prominent trend, with consumers more likely to emulate their favored celebrities. This research aims to examine the relationship between celebrity endorsements and customer purchase intentions, with a specific focus on the personal care product category. The population considered for this study includes individuals from across Sri Lanka, ranging from ages 16 to over 50. A structured questionnaire was developed to collect data from the sample, which yielded 440 valid responses. Correlation and regression analyses were performed using IBM SPSS version 26 to test the hypotheses. The findings confirmed that the hypotheses were valid. The research demonstrated that celebrity endorsement has a positive and significant impact on consumer purchase intention for personal care products within the Sri Lankan context. It is anticipated that local consumers are inclined to align with celebrity-endorsed personal care products. Therefore, firms should not disregard the influence of celebrity endorsement when branding their products.
Impact of Celebrity Endorsement on Females’ Consumer Buying Behavior: With Special Reference to the Beauty Soap Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Harshani, A. W. W.; Weerasiri, R. A. S.
Celebrity endorsement is one of the modern ways of advertising. In here, companies tend to increase their sales using very famous and popular personalities. In beauty soap industry, there has a huge growth. Also, competitive brands are tried to compete with other brands using celebrity endorsement. That’s why researcher thinks this topic will be very useful. The major purpose of this study is to investigate the impact of celebrity endorsement on female consumers’ buying behavior. According to literature review, researcher identified four independent variables as Credibility, Attractiveness, Product/Celebrity Match up and Meaning Transferred. Because most of the people think that are these qualities should have in their favorite celebrities. When talking about the methodology, researcher developed hypothesis based on the literature review. The researcher collected data through the google form method. The Questionnaire was distributed among 384 respondents. However, researcher received only 180 questionnaires. By using the SPSS version 22.0 the data was analyzed. The findings of this study reveal that, most of the people concentrate only the attractiveness of the celebrity. The reason is celebrities’ credibility is very low. Because they act only for the advertisements. When organizations try to do the advertisements, they should think about attractiveness of the celebrity.
The Impact of Celebrity Endorsement on Purchase Intention: Examining the Mediating Effect of Customer Trust: with Special Reference to Fashion Retail Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Janith, H. N. Naveen; Weerasiri, R. A. S.
In contemporary society, celebrities are often regarded as role models, leading individuals to make lifestyle changes to emulate their favorite stars. This influence significantly impacts purchase intentions within the retail fashion sector, resulting in intense competition among businesses. To address this, marketers frequently employ celebrity endorsement strategies to affect consumer purchase intentions. The purpose of this study is to examine how celebrity endorsement influences customer purchase intention, specifically within Sri Lanka's fashion retail industry. A review of existing literature revealed a contentious conclusion regarding this relationship. Additionally, there is a scarcity of research on the mediating role of customer trust in this context. Data for this quantitative study were collected using a standardized questionnaire. A total of 418 questionnaires were distributed, and 389 responses were obtained through an online survey. The results demonstrated a positive impact of celebrity endorsement on purchase intention. Furthermore, it was found that consumer trust mediates the relationship between celebrity endorsement and purchase intention. SPSS version 26 was utilized for regression and correlation analyses. Based on the findings, recommendations and directions for future research were proposed, which are intended to aid marketers and researchers in the fashion retail industry.
Impact of Celebrity Endorsement towards Brand Switching Behavior of Customers with Special Reference to Mobile Telecommunication Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Heshan, K. A. S.; Weerasiri, R. A. S.
The research focuses on analyzing the impact of celebrity endorsement on brand switching behavior (BSB) within the telecommunication industry in Sri Lanka. The competition in the mobile telecommunication sector in Sri Lanka has rapidly increased, not only in terms of subscriber numbers but also in the diversity of service providers. Celebrity endorsement has emerged as a prominent marketing strategy to attract customers. However, there is limited evidence regarding the impact of celebrity endorsement on brand switching behavior in this industry. Primary data were collected using a structured questionnaire, employing the judgmental sampling technique, from a total of 395 responses. The analysis was conducted using a quantitative approach. Descriptive statistics were used to analyze the demographic information of the respondents, while inferential analysis was performed using mean values, correlation, and regression techniques. The results indicated that trustworthiness, expertise, and attractiveness were positively correlated with brand switching behavior, suggesting that celebrity endorsement has a positive influence on this behavior. Regression analysis revealed that expertise had a positive and significant impact at the 1% level, implying that an increase in expertise leads to an increase in brand switching behavior. It is recommended that decision-makers place greater emphasis on the characteristic of expertise when selecting endorsers to enhance market success.
Impact of Corporate Social Responsibility (CSR) on Brand Image of Banking Industry in Sri Lanka: with the Mediating Effect of Emotional Attachment
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kaluarachchi, K. A. S. S.; Weerasiri, R. A. S.
This study explores the impact of corporate social responsibility (CSR) on brand image in the Sri Lankan banking sector, with emotional attachment as a mediating factor. It addresses significant empirical and practical gaps by focusing on the limited understanding of this research context. While existing studies often emphasize the dimensions of CSR – such as economic, legal, ethical, and philanthropic responsibilities, but they tend to ignore the emotional and environmental aspects, which are increasingly important in today’s competitive marketplace. Despite the recognized importance of CSR, there is a lack of comprehensive research on its impact on brand image as mediated by emotional attachment. This study aims to bridge the gap by investigating this question. In addition, the research evaluates the effectiveness of various CSR dimensions to identify the areas that have the most impact on enhancing emotional attachment. The practical gap of this research lies in the insufficient integration of CSR with measurable impacts on brand image. Despite CSR investments, banks lack strategies to evaluate their effectiveness. Many banks approach CSR as an annual routine, often repeating the same activities year after year, rather than leveraging these initiatives strategically to foster emotional attachment and enhance brand image. This routine approach creates a gap, as CSR programs may lack the ability to form deeper emotional connections between the brands. Banks engage in CSR activities that offer societal benefits but are not fully integrated into their core business values. That means the identified gaps highlight the lack of integrated strategies of CSR initiatives in the Sri Lankan banking sector, where CSR activities are often conducted as a matter of course, disconnected from core business objectives. The objectives of this research are to investigate how CSR influences the brand image of the banking industry in Sri Lanka, with emotional attachment acting as a mediator. The study also explores which types of CSR initiatives most effectively foster emotional attachment and the extent of CSR's impact on brand image. In this research, a deductive approach was employed. The researcher developed hypotheses based on existing theories such as Carroll's Four-Dimensional CSR Framework and the Triple Bottom Line Theory. Primary data was obtained through structured surveys, while secondary data was collected from academic literature, industry reports, and financial institution reports. This structured methodology sets the foundation for analysing the interplay between variables. A structured questionnaire was distributed among 385 respondents aged 18 and above, eligible to open regular savings accounts in all provinces of Sri Lanka. Descriptive and inferential statistical techniques, including frequency, correlations, and regression analyses, were employed to derive the findings. SPSS software was used to analyse the data. The demographic profile of the respondents was analysed based on gender, age, province, and income. Cronbach’s alpha for the scales exceeded 0.7, confirming consistency, and the KMO value of 0.948 indicated the suitability of the data for factor analysis. Skewness and kurtosis analyses confirmed the data’s normal distribution. Regression analysis demonstrated that CSR has a positive impact on brand image and significantly influences emotional attachment. Emotional attachment positively affects brand image. The mediating role of emotional attachment in the relationship was confirmed, supporting the research hypotheses with significant indirect effects. Analysis of this research showed strong positive correlations among all three variables. While most CSR dimensions significantly contributed to Brand Image, philanthropic activities did not show a significant effect. This deviation suggests that while voluntary and charitable activities may contribute to social goodwill, they may not directly translate into improved brand perceptions in the Sri Lankan banking industry, highlighting the need for more strategic integration of philanthropic efforts into broader CSR strategies. This suggests that consumers may prioritize other CSR dimensions, such as financial stability and ethical behaviour, over the bank’s philanthropic efforts when evaluating a bank’s brand image as a financial service provider. This study expands CSR theories and offers practical insights for banks to align strategies and enhance brand image. Theoretically, it expands on Carroll’s Four-Dimensional CSR Model and the Triple Bottom Line theory. It highlights the importance of aligning CSR initiatives with emotional and cultural values to enhance brand image in diverse markets like Sri Lanka. Practically, the findings provide banks with insights on designing CSR strategies that resonate with customer expectations, emphasizing the role of emotional engagement in strengthening brand image. However, the study is limited by its non-probability sampling technique, the unique socio-economic and cultural context of Sri Lanka, and its focus on the banking sector, which may limit generalizability to other sectors or regions. Future research could explore CSR's impact across different cultural and economic contexts, using larger and more diverse samples. Future research could map specific CSR initiatives to relevant Sustainable Development Goals to measure the contribution of banking companies to broader global sustainability goals. Additionally, incorporating other mediators and moderators such as brand trust and customer loyalty could further deepen insights into CSR’s role in brand image. overall, this research provides a valuable roadmap for banks seeking to enhance their reputation, and brand image, and contribute to a more sustainable and responsible financial ecosystem.
Impact of Green Marketing Mix on Consumer Purchase Intention: Investigate the Mediating Effect of Consumers’ Environmental Attitudes with Special Reference to Cosmetics Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rathnayaka, R. M. L. G.; Weerasiri, R. A. S.
Consumers are seeking for well-known brands with high quality that meet their requirements, and most people love the environment and believe in protecting it. They concern about environmental issues. As a result, most people try to protect the environment in every action they perform. There may be a variation in their shopping habits when it comes to eco-friendly cosmetics, which is based on significant criteria including product, price, promotion, and ease of purchase. As a result of that green cosmetics have become more popular in recent years, yet many people are still unaware of these products, particularly in Sri Lanka. Thus, this research aiming to explore the impact of green marketing mix on consumers’ green purchase intention special reference towards cosmetics industry in Sri Lanka. A total of respondents 150 were selected as a sample in the Western province to carry out the research. Convenience sampling method which comes under non-probability sampling was used when collecting data and SPSS software was used to analyze the data. The researcher was carried out one sample test and multiple regression to test hypotheses. The findings of this study will be important for both company owners and management to focus on their green marketing mix to become more competitive in the eyes of their competition. The outcomes of the study assist marketers and cosmetics makers in more strategically attracting clients, as well as buyers in influencing their purchasing behaviors by specifying some criteria.
The Impact of Green Marketing Mix on Consumers’ Green Purchasing Intention with Special Reference to Modern Trade Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ebenezar, L. D. N.; Weerasiri, R. A. S.
Although technology has reached its pinnacle, people are starting to realise the significance of environmentally friendly consumption. Environmental contexts on a local and global scale drive consumers and organisations to prioritise green marketing as they anticipate eco-friendly products. This study aims to examine the impact of the green marketing mix on the green purchasing intention of consumers in the Sri Lankan modern trade sector, paying special attention to the mediating effect of consumer attitude. The research model has been developed based on a comprehensive literature review. The study employed a quantitative research strategy and used a structured questionnaire to collect primary data from the sample. It was able to collect 384 responses using a convenience sample method, which falls under non-probability sampling. The findings of the study demonstrate the significant positive impact of the green marketing mix on consumers’ green purchasing intention. Further, it indicated the mediation relationship of consumer attitude between the green marketing mix and the consumer's green purchasing intentions was non-significant. The study underscores the significance of implementing and developing effective green marketing mix strategies and provides valuable insights for businesses and marketers. However, the researcher suggests further research using various models to better understand the mediating role of consumer attitude.
The Impact of Green Marketing Mix on Consumers’ Purchase Intention in Modern Trade Industry in Sri Lanka with the Mediating Effect of Environmental Attitude of Consumers
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Arambage, A. S. A.; Weerasiri, R. A. S.
The study aims to investigate how the green marketing mix affects consumers' purchase intentions in the modern trade industry in Sri Lanka, considering the influence of consumers' environmental attitudes. The data was collected from a diverse sample of consumers in Sri Lanka through a cross-sectional survey method. The research methodology includes both descriptive and inferential analyses and specialised statistical techniques, such as mediation analysis or structural equation modeling (SEM). The findings provide valuable insights for businesses operating in the modern trade sector in Sri Lanka. The positive correlations between the green marketing mix components and purchase intentions suggest practical strategies for businesses to appeal to environmentally conscious consumers. The study has significant theoretical implications for the fields of green marketing and consumer behaviour. The study reinforces the importance of environmentally conscious marketing strategies by confirming the positive relationship between the green marketing mix components and consumers' purchase intentions. The results also establish a robust link between individual elements of the green marketing mix, such as product, price, place, and promotion, and consumers' intentions to make green purchases. However, the research focused only on specific variables related to the green marketing mix and environmental attitudes, potentially overlooking other relevant factors influencing consumer behaviour. Therefore, further studies on general trade and relevant variables are recommended.
The Impact of Green Marketing Mix on Customer Purchase Intention in the Colombo and Gampaha District of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Alawattegama, N. N. K.; Weerasiri, R. A. S.
This study aims to investigate the influence of the green marketing mix on consumers' intentions to purchase fast-moving consumer goods (FMCG) and to examine the role of gender in moderating the relationship between the green marketing mix and consumer purchase intentions. The focus of this article is on the elements of green marketing and their impact on consumers' propensity to make purchases. The study seeks to identify which factors: green product, green place, green pricing, and green promotion are most strongly associated with "green purchasing intention." Gender was employed as a moderator to assess how the green marketing mix affects consumers' willingness to spend. A structured questionnaire was administered to 150 shoppers at supermarkets in the Colombo and Gampaha districts, using a convenience sampling method. The quantitative data were analyzed using SPSS. A review of the literature indicates a gap in the thorough examination of the impact of the green marketing mix on customer purchase intentions in the Colombo and Gampaha districts of Sri Lanka. This study aims to address this gap. The findings are expected to benefit researchers interested in green consumer behavior and may assist business executives in planning environmentally conscious marketing strategies. Additionally, policymakers may find the study's results and recommendations useful for enhancing environmental protection and related policies. The research suggests, based on existing literature, that a marketing strategy emphasizing environmental sustainability can significantly influence consumers' propensity to make purchases.
The Impact of Green Marketing Mix on Green Purchase Intention towards Green Cosmetic Products: with the Moderating Effect of the Environment Knowledge
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Lakshani, T. A. H. C.; Weerasiri, R. A. S.
This research aimed to analyze the impact of the green marketing mix on green purchase intention within the green cosmetic industry in Sri Lanka, with a focus on the moderating effect of environmental knowledge. Increasingly, green cosmetic brands are adopting the green marketing mix elements: green product, green price, green place, and green promotion to enhance green purchase intention among consumers. The framework of this study was tested using a quantitative approach. Based on a thorough review of the literature, an integrative model was developed and tested using data collected from 353 respondents who have used green cosmetic products, employing a non-probability sampling technique. The data were analyzed using descriptive and inferential statistical techniques in SPSS 26. The findings indicate a positive relationship between green product, green price, green place, and green promotion on green purchase intention, with green product showing a more significant positive impact. Additionally, environmental knowledge was found to moderate the relationship between the green marketing mix and green purchase intention for green cosmetic products. Accordingly, recommendations were provided based on these findings.
The Impact of Green Marketing Tools on Consumer Purchase Intention with Special Reference to FMCG Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Herath, H. M. P. S.; Weerasiri, R. A. S.
Today, there is an upward trend that consumers are paying more for environment-friendly products. The primary purpose of this study is to examine the impact of green marketing tools on consumer purchase intention toward the FMCG sector in Sri Lanka. The researchers developed a conceptual framework based on prior studies to address the research issue. The study explored the relationship between green marketing tools (independent variables), specifically green branding, environmental advertising, and environmental packaging, and consumer purchase intentions (dependent variables). This study focused on a quantitative research design that reflects an organised, numerical investigation into how green marketing tools affect customer behaviour. The study relied on primary data collected through self-administered questionnaires and interviews using a simple random sampling method with 392 FMCG customers. The data was analysed using the Statistical Package for Social Sciences (SPSS). According to the findings of this study, consumers' intents to buy are positively impacted by green marketing strategies such as environmentally friendly packaging, green branding, and environmental advertising in the FMCG industry in Sri Lanka. The results show that these methods have a major impact on customer decisions in the market for quickly moving consumer items. Notably, the study found no proof for the moderating effect of consumer knowledge in the association between consumer purchase intentions and green marketing strategies. These findings highlight the increasing significance of eco-friendly marketing tactics in shaping customer behaviour in Sri Lanka's fast-moving consumer goods sector.
The Impact of Green Marketing Tools on Consumer Purchasing Behaviour with Special Reference to Fast Moving Consumer Goods Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Himeshani, K. G. L.; Weerasiri, R. A. S.
Green marketing is the promotion of goods and services that are thought to be safe for the environment. Due to its emphasis on promoting environmentally friendly products, green marketing differs from traditional marketing. It is often referred to as ecological or environmental marketing. These initiatives, which are spreading quickly throughout the world, play a significant role in increasing consumer knowledge of environmentally friendly products and their effects on the environment, which aids customers in making informed purchasing decisions. This research makes an effort to evaluate how green marketing tools, such as green packaging, eco labelling, and eco branding, affect customer purchasing behaviour. Here, customer educational level was used as the moderate variable. It has been developed the research model followed by a systematic literature review. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. Finally, it was able to collect one hundred fifty responses by adopting a convenience sampling method, which falls under non-probability sampling. The finding indicates that green marketing tools have a favorable and significant influence on consumer purchasing behaviour. Managerial implications were made for the fast-moving consumer goods industry in Sri Lanka to identify the importance of green marketing tools to attract and retain their defined target market.