Commerce and Management
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Item Impact of Green Communication Strategies on Green Purchasing Behavior in the Personal Care Industry, with Special Reference to Gen Z in Sri Lanka: Moderating Effect of Digital Media Channels(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, H. C. T.; Patabendige, S. S. J.; Dharmawardhane, M. N. S. H.This study examines how green communication strategies impact green purchasing behavior in Sri Lanka's personal care industry, with a focus on Generation Z consumers. The study fills in the knowledge gap regarding how individual green communication strategies, such as advertising, corporate public relations, visual identifications, green labels and packaging, sustainable reporting, affect green purchasing behavior. It further explores the moderating effect of digital media channels, with a focus on how they strengthen the relationship between green communication strategies and green purchasing behavior. A previous study looked at the relationship between green purchasing behavior and green communication strategies. The three primary strategies of green communication green advertising, labeling, and packaging were the subject of the majority of these studies. They discovered that these strategies had a big impact on consumer preferences and purchases. Furthermore, a number of studies have looked at sustainability reporting as a green communication strategy intended to increase transparency and consumer confidence. The results indicate that companies can communicate their green marketing efforts through a range of strategies, including advertising, corporate public relations, visual identification, green labeling and packaging, and sustainability reports. By combining advertising, corporate public relations, visual identification, green labeling and packaging, and sustainability reports, this effort will expand on this foundation. This will allow for a thorough examination of the ways in which each of these distinct green communication strategies affects consumers' decisions to make eco-friendly purchases. Furthermore, it is typically still unclear how green communication techniques should be implement, even when experts have researched their development, implications, and design in detail. Therefore, this study examines the relationship between green communication strategies and green purchasing behavior using digital media channels as an implementation tool. The personal care industry is a perfect environment for researching green communication strategies because of its strong connections to human wellbeing and environmental responsibility. As a result, it is extremely relevant to sustainability projects. Focusing on Generation Z makes strategic sense because they are growing in size and awareness of eco-friendly practices, offering an opportunity to expand on previous research and influence sustainable consumer behavior. In order to collect primary data for a quantitative study, 387 Gen Z respondents in Sri Lanka were chosen by convenience sampling and provided with a structured questionnaire. The analysis was conducted using IBM SPSS Statistics 25 and includes sample descriptions, validity and reliability evaluations, normality checks, mean value estimations, assumption testing, correlation analysis, hypothesis testing, and moderation analysis. The findings demonstrate that customers' decisions to make greener purchases can be significantly influenced by green communication strategies such as advertising, corporate public relations, visual identifications, green labels and packaging and sustainable reporting. Additionally, digital media channels act as a powerful moderator, enhancing the relationship between green communication strategies and green purchasing behavior. The study has several issues, even if the research findings are presented in a comprehensive way. The small sample size of 387 respondents who were selected using convenience sampling due to time constraints reduces the possibility of generalization of the results. Additionally, it was not feasible to gather data from every district in Sri Lanka due to time constraints and limited access, which may have led to a lack of representation of regional variances. Instead than focusing on how digital media platforms affect individual green communication strategies, the study looks at how they affect green communication strategies in general. Additionally, data is collected at a certain point in time due to the cross-sectional nature of the study. To understand how digital media channels influence the effectiveness of green communication strategies on Gen Z's green purchasing behavior in Sri Lanka's personal care industry. It introduces a framework examining the impact of individual green communication strategies advertising, corporate public relations, visual identifications, green labels and packaging, and sustainability reporting. Additionally, it highlights how digital media channels enhance the effectiveness of green communication strategies. The findings highlight how important it is to align these strategies with digital media channels to maximize engagement and encourage green purchasing behavior. Marketers are being encouraged to integrate digital media channels with green communication strategies in order to appeal to Gen Z's green purchasing behavior. Using these strategies on digital media channels can improve eco-conscious messaging, brand-consumer interactions, and green purchasing patterns. Future research should use a variety of approaches to examine the long-term effects of green communication strategies on green purchasing behavior by using longitudinal studies in order to better comprehend the situation to look at how people's attitudes and actions change over time. And it needed to understand how digital media channels affect the effectiveness of these individual strategies and think about combining quantitative and qualitative research techniques.Item A RELIGIOUS BASED PERSPECTIVE OF CROSS CULTURAL STUDY ON ATTITUDES TOWARDS ADVERTISMENTS.(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Shameem, A.In the competitive environment, organizations use several marketing communication strategies to enhance their product awareness as a promotional tool. Telecasting mode of advertising is one of the leading and successful tooling which famous among the marketers and consumers. The aim of this study is to investigate the religious based cross cultural study on attitude towards advertisements. The objectives of this study were to identify the cross-cultural issues on attitudes towards controversial advertising, to identify the relationship between gender group on controversial advertising, to identify the relationship between religion and controversial advertising. The data were collected by questionnaire and interviews with undergraduates from four religions in Sri Lanka. This study was quantitative and qualitative in nature and used convenience sampling technique using self-administrated questionnaire and checklists. This was enhanced by several secondary data such as published materials. According to the analytical data, it indicated that religious based crosscultural identity has significant impact of controversial advertising. Also, surveyed data has proven that there is a significant impact in controversial advertising between gender groups and religion. This study will help to policy makers and managers of organizations.Item The Impact of the Marketing Communication Tools on Brand Awareness in Second Hand Automobile Market in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) de Silva, A.K.S.; Wijenayake, S.I.This study is done to examine the impact of marketing communication tools on brand awareness in second hand automobile industry in Sri Lanka. It was identified that there is an increased usage of automobiles and most of people are buying used automobile from owners and automobile companies. Furthermore, it is observed that people consider many factors in their purchasing decision making process. Therefore the main objective of this study is to identify impact marketing communication tools on brand awareness in second hand automobile industry. A survey was conducted using a structured questionnaire to examine the stated hypothesis. Primary data was collected from 80 respondents who buy second hand automobiles in Colombo district and Gampaha District. Collected data were entered to SPSS software for purpose of basic data analysis. The impact of marketing communication tools on brand awareness in second hand automobile in Sri Lanka was identified as the final result of the study.Item Impact of the Promotion Tools on the Brand Loyalty in Relevance to Anchor Newdale Flavoured Milk in the Context of Western Province,(Department of Marketing Management, University of Kelaniya, 2017) Balakrishnan, G.P.; Ubayachandra, E.G.In the present business environment, marketers are using different kinds of promotion tools to achieve the organizational communication goals. Companies spend millions of money on developing promotion tools but only very few of the promotion tools which are adopted to achieve the brand loyalty. Considerably a very low amount of researches has been done for the flavored milk industry in Sri Lanka, while in other countries there are many researches evaluating the relationship. With the limitations, a new research is required to evaluate the relationship between promotional tools and brand loyalty with special reference to in Anchor Newdale flavoured in western province Sri Lanka.This research was made based on 6 objectives and made sure that all 6 objectives were met and the research questions were answered. The Hypothesis created based on the objectives was also met by this research. For this purpose, 150 respondents were selected by using non probability sampling method. This research was conducted based on qualitative and quantitative basis and questionnaires, interviews and observation was used to collect data from the respondents. The data analysis covered correlation & regression by using the version 20.0 of SPSS package. Results revealed that promotion tools and brand loyalty are positively correlated.The researcher can conclude the fact that the promotion tools do have a positive significance on the brand loyalty. The analysis proves that this has been met. Although there is a positive significance towards the brand loyalty the relationship is basically moderate.Item Effectiveness of Advertising Appeal on Purchase Intention for Mobile Connection Market of Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) De Silva, S.M.N.S.J.; Wijenayake, S.I.Mobile connection industry can be identified as one of growing industries in Sri Lanka. Therefore, many multinational and local companies have entered to the market in the recent past. Because of this reason, we can see a huge competition in the mobile connection industry. To win the market share and to survive in the industry, most of the companies use advertising as their major promotional tool. Thus this research attempts to identify the effectiveness of advertising appeals in promoting mobile connections. Further, this study aims to find out the most effective advertising appeal for advertising mobile connection services in Sri Lanka. Objectives of this research are to identify the importance of the advertising appeals and the impact of the demographic variables on the advertising appeal. Population of the study is the individual customers in the mobile connection service market in Sri Lanka. The sample size of 100 respondents are selected from Colombo district. Consumers with diverse demographic characteristics are considered in the study where 50% of the respondents are males. Quantitative data analysis is carried out to identify the impact of advertising appeal on purchase intention of customers. Specifically a correlation analysis was used as the statistical tool in testing the hypotheses and it was conducted in SPSS. According to the findings of the research it can be stated that there is a significant relationship between advertising appeal and purchase intention. Further, it is found that positive emotional appeal and rational appeal are effective when attracting new customers. These findings can be used to improve the organizations in the mobile connection market.Item Impact of Advertising Appeals on Brand Loyalty: Special reference to the Commercial banking Industry in Sri Lanka(International Business Information Management Association, 2011) Wanninayake, W.M.C.B.; Chovancova, M.Branding is a powerful tool and an intangible asset in marketing. It differentiates a product or a service from the competitors’ offerings in market place. The relationship between a consumer and a brand is a bond. Consumers offer their trust and loyalty expecting utility through consistent product performance. The competition among commercial banks in Sri Lanka is fierce. Various advertising appeals are made to encourage customers to switch their service provider. At the same time existing customers are frequently exposed to offers and counter offers from competing brands. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, moral, and celebrative endorsements to determine the brand loyalty of customers in commercial banks in Sri Lanka. The research carried out at a field survey among 200 respondents, who are loyal customers of five commercial banks, representing both public and private sectors. Respondents were located in Colombo and suburbs. Descriptive and inferential statistical methods were used to analyze the data and to test the hypothesis. Pearson correlation and multiple regressions were employed for the model building and to validate the research findings. Researchers found that stimulating rational appeals has a significant effect on brand loyalty than other appeals. Mean value of rational appeals was 3.92 and it belonged to a highly significant category. Central tendency measurements of other three advertising appeals were in low impact score category. Multiple regressions coefficient (R) of the four independent variables and the customer loyalty towards commercial banks was 0.708 and the R2 was 0.501. Correlation coefficient between Brand loyalty and rational appeals was 0.684. High correlation among the advertising appeals implied that customers consider all the appeals of advertising message to make rational justification about their loyal brands. Researchers have recommended some branding strategies to develop the advertising message to make a strategic sense for sustainable growth of commercial banks.Item Attitude of Parents towards Television Viewing and Children’s Advertising in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2011) Fernando, P.M.P.Advertising is the best-known and most widely discussed form of promotion probably because of its pervasiveness. It’s considered as a very cost effective method for communicating with large audiences and also can be used to create brand images and symbolic appeals of the brand. Marketers and advertisers have identified that children are one of the main segments they can target their various appeals. They represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they are the adult consumers of the future. However one of the most controversial topics advertisers must deal with is the issue of advertising on children. This research was done with the purpose to identify the level of attitude of parents towards children’s advertising and its relationship with parental mediation of children’s television viewing behavior. A questionnaire assessing the attitudes was distributed among 200 parents of primary and secondary school children in Western Province of Sri Lanka. The survey results indicated that parents’ hold negative attitude towards television advertising in general and children’s advertising specifically. Further the survey revealed that although parents perceive that they have to control the televising viewing behavior of children, the mediation on this was low among the Sri Lankan parents.