Commerce and Management

Now showing 1 - 3 of 3

The Impact of Greenwashing on Consumer Attitudes Towards Green Products: Examining the Mediating Effect of Brand Trust with Special Reference to Cosmetic Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshan, K. R. K.; Subasinghe, S. M. A. N. M.
This study investigates the impact of greenwashing on consumer attitudes towards green products, with a specific focus on the mediating role of brand trust in the Sri Lankan cosmetics industry. Greenwashing, characterized by deceptive environmental claims, undermines consumer trust in sustainability-oriented products. By addressing gaps in existing literature, this research explores how greenwashing influences consumer behavior and highlights the critical role of brand trust in shaping these attitudes. As anticipated, empirical evidence supports the relationships between greenwashing, brand trust, and consumer attitudes towards green products. The mediation hypothesis was also validated by the research findings. The research employed a quantitative approach, utilizing a structured survey distributed to 387 respondents familiar with eco-friendly cosmetics. Quantitative data refers to information that can be counted or expressed numerically. For this research, quantitative data was primarily used to achieve optimal study outcomes. Positivism, which focuses entirely on a deductive approach, guided this research. A questionnaire survey was employed to validate and examine the hypotheses and research model. To ensure informed responses, participants were provided with explanations of greenwashing concepts and the study objectives. Statistical analyses, including correlation and regression, were conducted using SPSS 26 to test hypotheses and examine relationships between variables. The results indicate that greenwashing negatively affects both brand trust and consumer attitudes towards green products, reinforcing skepticism caused by deceptive marketing practices. Brand trust was identified as a significant mediator, positively influencing consumer attitudes and improving perceptions of environmentally friendly products. These findings align with previous studies, emphasizing the importance of transparency in fostering consumer trust. The study is confined to the Sri Lankan cosmetics industry, and the sample size may not fully capture the broader perspectives of consumers. This research has limitations in comprehensively addressing the diversity of consumer perceptions and responses to greenwashing across different cultures and regions. Additionally, the reliance on self-reported data introduces the possibility of response bias. The research provides theoretical insights into the dynamics between greenwashing, brand trust, and consumer attitudes, enriching the literature on sustainable consumer behaviour. Practically, it highlights the necessity for cosmetics companies to emphasize authenticity and transparency in their environmental claims. These findings pave the way for further investigation into greenwashing and its broader implications in the consumer marketplace. The research offers substantial theoretical and managerial implications, which will be discussed further in relation to future research directions. Future studies could investigate the impact of greenwashing across diverse industries and cultural contexts.
Role of Brand Heritage in Developing Brand Loyalty; examining the mediation of Brand Trust with Special Reference to Sri Lankan Tea Brands
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Bodhipaksha, W. K. A. L. D.; Gunawardane, W. A. D. N. R.
The tea industry, a cornerstone of Sri Lanka’s economy and cultural identity, has faced significant challenges, including declining domestic consumption, over the past two years. Against this backdrop, it is crucial to understand how a brand’s historical and cultural heritage influences consumer behavior, as literature support on the relationship is inconclusive in nature. The study employed quantitative methodology, the study collected data from 354 respondents through structured questionnaires. Data analysis was conducted using IBM SPSS.The findings confirm that brand heritage has a significant positive impact on brand loyalty, both directly and indirectly, through the mediating role of brand trust. Brands with a strong heritage are perceived as more authentic and trustworthy, leading to deeper emotional connections and sustained loyalty. These results validate the hypotheses and underscore the importance of trust as a critical mediator in transforming heritage into customer commitment. The outcomes underscore the dynamic role of brand heritage, not as a static attribute but as an evolving strategy that must adapt to contemporary market conditions.In conclusion, this study reaffirms the importance of brand heritage as a strategic asset for fostering trust and loyalty. Sri Lankan tea brands can achieve sustained relevance and competitive advantage by leveraging their rich historical and cultural legacies while addressing modern consumer demands. The integration of heritage-driven narratives with trust-building efforts offers a pathway to revitalizing the domestic tea market and positioning Sri Lankan tea brands as globally competitive and culturally resonant.
Factors Impact on Brand Loyalty with Special Reference to the FMCG Sector in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dulanthi, K.K.D.R.; Bandara, B.S.S.U.
FMCG (Fast Moving Consumer Goods) industry currently has become one most emerging markets around the world. Over the past two decades FMCG industry has gradually developed from small scale business to multinational business increasing the awareness of the sector globally. FMCG products are generally perceived as faster, and safer increasing the attraction of many consumers over the world. However, Sri Lanka being one of the largest consumer in FMCG, understanding the potential and behavior of the consumers with regard to FMCG products is vital in order to enhance the industry. Current literature examines about consumer behavior towards FMCG Brand loyalty special reference to American, European and Asian (specifically China and India) contexts. Hence the aim of this study is to analyze and discuss the FMCG market and the brand loyalty in Sri Lankan context. This study was focused on recognizing the factors influencing brand loyalty reference to FMCG brands in Sri Lanka. Data were collected through a consumer survey conducted in western province deeming two major districts; Colombo and Gampaha using a stratified sampling method of 100 respondents. The findings firstly reveal that the focused on product safeness and the product trustworthiness should highly considered in developing brand trust. Secondly, setting the customer expectations correctly is more important in developing customer satisfaction. Thirdly, brand relationship shows a moderate impact due to the nature of the product. Finally the study highlights a positive impact of functionality and emotional benefits in brand evaluation.

Commerce and Management

Browse

Filters

Settings

Sort By

Results per page

Search Results