8th-2024
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28086
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Item The Impact of Green Marketing Tools on Green Purchasing Decision in Home Appliance with the Moderating Effect of Consumer’s Educational Level(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dissanayaka, D. M. S. T.; Weerasiri, R. A. S.The green concept has become a major concern in the modern world when consumers buy products. Sri Lankan consumers also change their purchasing decisions toward green purchases. Even though environmental activities influence humans and firms’ behaviour very significantly, very limited academic research has been done into their literature, especially in green marketing. Thus, this study focuses on whether environmental advertisements, eco-labels, and eco-brands impact green purchasing decisions. A survey of 150 consumers who used electronic home appliances was selected for the survey with a self-administrated questionnaire. According to the findings, green marketing tools positively impact green purchasing behaviour in the electronics home appliances market. Further, the moderation effects make sure consumer’s educational level has significant effects on the green purchase behaviour of the electronic home appliances market, but the different marketing tools show different impacts. This study provides penetrations into studying the impact of green marketing tools on consumer purchasing decisions based on the consumer’s educational level to purchase green electronic home appliances. This study provides insights for marketers on how to use environmental advertising, the eco-labeling system, and the eco-brand system to motivate customers to buy green products. Green marketers can establish a uniform eco-label system with the support of the government. Further, marketers can enhance customer awareness regarding the standardised eco label using environmental advertising.Item The Impact of Green Marketing Tools on Green Purchasing Decision in Beauty Cosmetics with the Moderating Effect of Consumer’s Educational Level(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Galagedara, S. R.; Weerasiri, R. A. S.The main purpose of this research was to study the recent phenomenon of "green products" or "environmentally friendly products" and its overall impact on consumers' purchasing behaviour and how their level of education affects their purchasing decisions. When purchasing a product, customers in the modern world now consider the idea of "green." Sri Lankan buyers also give preference to eco-friendly products. Although environmental factors have a major impact on how people and businesses operate, the field of study has observed very few studies in the literature. This study examines the potential focus of eco-labels, eco-brands, and eco-advertisements on green purchase decisions. In this study, the theoretical model was developed based on green marketing tools and consumer education levels for green purchase decisions. A total of 385 respondents participated in the study with a self-administered questionnaire survey. It states that green marketing tools have a favorable effect on green purchasing decisions in the beauty care cosmetic market. Additionally, although educational levels differ, the green marketing tools of the average consumer ensure that the beauty cosmetics market considers green. This study provides marketers with insight on how to encourage consumers to purchase environmentally friendly products through environmental advertising, environmental labeling, and environmental branding. The government can support green marketers to install a consistent eco-label system. In addition, by using eco-advertising, marketers can increase consumer awareness of the standard eco-scientific label.Item 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.Item 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.Item 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.Item 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.Item Impact of Sales Promotions on Brand Switching Behaviour in Luxury Apparel Brands in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Warnakulasooriya, P.; Weerasiri, R. A. S.Sri Lanka's booming luxury apparel market is drawing fierce competition, pushing brands to leverage sales promotions as a growth strategy. However, the effectiveness of these promotions in influencing brand switching remains largely unexplored. This study aims to bridge this gap by investigating the relationship between sales promotions and brand-switching behaviour among Sri Lankan luxury apparel consumers. Using a quantitative approach, the study gathers data through surveys targeted at consumers who have engaged with luxury apparel brand promotions. By analysing diverse promotion techniques and their influence on brand switching while considering demographic factors as potential moderators, the research seeks to unlock valuable insights for the industry. The findings hold the potential to enrich existing knowledge on luxury consumer behaviour and marketing. For Sri Lankan luxury brands, this translates to actionable insights for crafting targeted and effective sales promotion strategies that foster customer loyalty and curb brand switching. By understanding the significant impact of the promotion-switching dynamics in this specific market, luxury brands can optimise their efforts to resonate with the unique preferences of Sri Lankan consumers and drive success in this high-growth sector. The findings will be valuable for luxury apparel brands operating in Sri Lanka, helping them develop targeted and effective sales promotion strategies to enhance customer loyalty and mitigate brand switching.Item Impact of Green Promotion on Green Purchase Intention of Dairy Products in Sri Lanka with the Mediating Effect of Environmental Concerns(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dissanayake, T. B. G. S.; Weerasiri, R. A. S.People are becoming more conscious of how their consumption affects the environment and society. Customers must have environmentally relevant product information to make environmentally responsible purchases. As a result, businesses and marketers are employing green promotional tools more frequently to incorporate specific environmental information into their product purchases. Accordingly, the objective of this study is to investigate the impact of green promotion on green purchase intention and examine the mediating role of environmental concern in the dairy product market in Sri Lanka. It has been developed the research model followed by a systematic literature review. As a quantitative research strategy, the researchers used a structured questionnaire to obtain data from the respondents. It was able to collect 353 responses from over 18-year-olds who purchased dairy products in Sri Lanka by adopting convenience sampling. The results revealed that green promotion positively and significantly influences green purchase intention directly and environmental concern as a mediate in the relationship between green promotion and green purchase intention in the dairy product market in Sri Lanka. The study emphasise the significance of green promotion tools, and it gives valuable insights for businesses and marketers looking into issues related to green purchase intention and environmental concern.Item 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.Item 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.