Symposia & Conferences
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Item The Impact of Sensory Marketing on Consumer Purchasing Intention of Fresh Fruit Juices Centers in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Deepachandi, D. P. R.; Weerasiri, R. A. S.In today's competitive market, businesses seek innovative strategies to capture consumer attention, create emotions and drive purchasing behavior. Among these tactics, one such powerful approach that gains prominence is sensory marketing. The impact of sensory marketing on consumer behavior is a widely examined research scope but still empirical gaps are claimed within different product scopes and market contexts. Therefore, this study investigates into how sensory experiences influence customers' intentions to buy fresh fruit beverages, with a special focus on the Western Province of Sri Lanka. As a result, the study addresses the critical challenges of attracting and retaining customers at fresh fruit juice centers by investigating how the five senses (sight, sound, taste, and touch) influence consumer purchase intention. This research study employs a positivism research paradigm and follows a deductive approach to examine facts using the developed models and theories. Primary data of the research will be collected through a well-structured questionnaire survey with 26 questions involving 380 respondents of the above 18 age category. A structured questionnaire including a Likert scale was used to measure sensory stimuli, emotional attachment and purchase intention. SPSS was used to analyze the data obtained from it and the findings reveal a significant positive relationship between sensory marketing and consumer purchase intention. The hypothesis demonstrated that all dimensions of sensory marketing strategies, namely visual, olfactory, auditory, gustative, and tactile components, have significant positive effects on consumer purchase intention. Emotional attachment was discovered to effectively mediate the relationship between sensory marketing and purchase intention, amplifying the effects of sensory stimuli. When compared to previous studies, these findings are consistent with previous research and highlight unique preferences among Sri Lankan consumers, such as a strong emphasis on sensory cues. However, this study is limited by focusing on customers in Sri Lanka's Western Province and is based on self-reported data, which may be biased. This study further explains that using sensory marketing strategies can differentiate fresh fruit juice centers and effectively position them as experiential places not only for consumption but also for leisure and social activities. These strategies create multi-dimensional customer experience by engaging in the senses, building connections with the minds of consumers. Accordingly, the researcher has provided valuable managerial implications for designing customer-centric environments and stimulating sensory elements to enhance customer engagement and has also pointed out areas for future research to further explore these effects in different consumer settings.Item The Impact of Packaging Materials on Consumer Purchase Intention in the Fast-Food Industry 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., 2025) Weerasinghe, W. M. T. S.; Weerasiri, R. A. S.This study explores the impact of packaging materials on consumer purchase intentions in Sri Lanka's fast-food industry, focusing on the mediating effect of environmental concerns. Addressing notable empirical and practical gaps, the research investigates how packaging materials, often overlooked in favor of factors like taste, price, and convenience, influence consumer preferences, particularly in relation to sustainability. Despite the rising importance of eco-friendly practices globally, the Sri Lankan fast food industry continues to rely on non-biodegradable, cost-effective packaging, neglecting consumer demand for sustainable alternatives. The study seeks to answer the question, “How do packaging materials, with environmental concerns mediating the relationship, influence consumer purchase intentions in Sri Lanka’s fast-food sector?” It also evaluates key dimensions of packaging materials, such as environmental friendliness, durability, and cost-effectiveness, to identify the most influential factors shaping consumer decisions. The practical gap related to this research lies in the limited integration of environmentally friendly packaging practices within Sri Lanka’s fast-food industry. Although there is growing awareness of sustainability, the sector has not effectively addressed the impact of packaging materials on consumer behavior or brand image. This study highlights the urgent need for empirical research to guide the adoption of sustainable packaging strategies that align with evolving consumer preferences and regulatory standards. Using a quantitative research approach, data was collected from 391 respondents who regularly engage with fast food services. The study was conducted in a natural setting to ensure authentic responses, avoiding artificial or simulated environments. A non-probability judgment sampling method was employed, selecting participants based on familiarity with fast food products and purchasing habits. While this approach ensured relevance to the study's objectives, it also limits the generalizability of findings to a broader population. The analysis revealed that packaging materials significantly influence consumer purchase intentions, with environmental concerns acting as a mediator to enhance this relationship. Strong positive correlations were observed among all three variables, underscoring the interconnected nature of packaging, environmental concerns, and purchasing behavior. However, not all packaging dimensions equally influenced purchase intentions. While environmental friendliness, durability, and cost-effectiveness showed significant impacts, aesthetic appeal and design did not demonstrate a notable effect, highlighting varying consumer priorities. This research contributes valuable insights into the dynamic interplay between packaging materials, environmental concerns, and consumer decision-making in Sri Lanka’s fast-food industry. The findings emphasize the importance of incorporating sustainability into packaging strategies to meet consumer demands, enhance brand image, and drive competitive advantage. The study further underscores the need for fast food businesses to innovate and adapt their practices to align with global trends in environmental responsibility. The research has both theoretical and practical implications. Theoretically, it expands understanding of consumer behavior in the context of fast-food packaging and environmental concerns, offering a framework for future studies in similar markets. Practically, the study provides actionable recommendations for fast food businesses, emphasizing the adoption of eco-friendly packaging to foster positive consumer perceptions and loyalty. However, limitations such as the non-probability sampling technique and focus on the Sri Lankan context may affect the generalizability of the findings. Future research could address these limitations by exploring diverse markets, incorporating longitudinal data, and assessing additional mediators and moderators like brand trust and consumer loyalty.