Marketing Management

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218

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Author: search.filters.author.Mirando, U. J.

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    Impact of Environmental Knowledge on Green Purchase Intention: Examining the Mediating Effect of Young Business Executives’ Attitudes Towards Green Products in Developing Country Contex
    (2023) Cooray, W. H. H.; Patabendige, S. S. J.; Mirando, U. J.
    Green purchasing behavior, characterized by acquiring and consuming environmentally friendly products, has gained significant attention in recent years. However, scholars posit that transitioning to "going green" necessitates a fundamental shift in consumer behavior patterns. This study aims to enhance the understanding of green purchasing behaviour among young business executives (aged 24-39) in Sri Lanka's Western Province. It investigated the combined influence of environmental knowledge (both subjective and objective) and attitudes towards green products on green purchase intention. Specifically, the study examined the direct relationship between subjective and objective environmental knowledge with green purchase intention and the potential mediating effect of attitudes toward green products on this relationship. Employing a survey-based methodology, questionnaires were distributed through a convenient sampling technique to the target population within the Western Province. Data analysis utilized correlation and regression techniques via SPSS 26 software. The findings reveal that objective environmental knowledge exerts a greater influence on green purchasing decisions than subjective environmental knowledge. It is also found that more than environmental knowledge directly translating into green purchasing intention, it is the attitudes of the decision-makers toward the environment that act as a conduit. These findings, therefore, yielded valuable insights for marketers and others interested in promoting green consumption, empowering them to make informed decisions and develop effective strategies.
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    Impact of supply chain agility on customer value and customer trust: Moderating effect of price sensitivity in healthcare industry
    (2024) Mirando, U. J.; Herath, H. M. R. P.
    This study investigates the impact of supply chain agility on customer value and customer trust while investigating the role of price sensitivity as a mediating variable in the healthcare industry. A quantitative methodological approach was used. This was crosssectional descriptive research based on a survey method, and data were collected using a structured questionnaire. The sample consisted of 384 respondents who had already used healthcare facilities. The sampling technique was convenience sampling and collected data were analyzed using structural equation modeling. The study indicated that supply chain agility positively impacts customer value and customer trust, while there is no moderation role of price sensitivity in the healthcare industry. Previous scholars revealed that there is a strongly available association between supply chain agility and customer value. But no attempt was undertaken to investigate the impact of supply chain agility on customer trust while moderating the role of price sensitivity.