6th-2021
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28076
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Item 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.Item 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.Item 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.Item 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.Item 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.Item 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.Item 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.Item 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.Item 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.