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Item Impact of Consumer Attitude on Consumer Buying Behavior with the Moderating Effects of Price Sensitivity and Consumer Trust with Special Reference to the Organic Food Industry Western Province in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dileesha, W. M. N.; Mirando, U. J.The organic food industry in Sri Lanka, especially in the Western Province, has shown significant growth in recent years due to increasing consumer awareness of health and sustainability. Understanding consumer attitudes and their impact on purchasing behavior is crucial for effectively targeting and retaining consumers in this emerging market as well as for business survival. In today's health-conscious society, there is a strong demand for organic foods. Consumers look for more information when buying organic food than when buying conventional food. In some cases, when buying organic food, there is doubt in society about whether the food is organic food. There is a question in the market that needs to be researched in this field to find out the reason why the price of organic food is higher than non-organic food and how price sensitivity influences consumer behavior. Along with knowledgeable and educated consumers, consumption could be raised on another level. Do people who talk about sustainability and organic pay attention to sustainability and organic when they buy in the market? Or whether they buy non-organic items and don't buy organic items because their prices are high or because of a no belief that the vegetables are organic or not, no study has been done specifically for vegetables. limited product choice, high price, consumer distrust toward organic products, satisfaction with conventional food, or a lack of consumers perceived differences in the taste of organic products. In recent decades, there has been extensive growth in the global demand for organic. There is no recent study on how consumer trust and price sensitivity affect buying attitudes and buying behavior and there is no study that correlates these variables. The aim of this study is to investigate the impact of consumer attitudes on purchasing behavior in the organic food sector while also examining the moderating effects of price sensitivity and consumer trust. This research takes a deductive research approach. The research utilized a quantitative approach, with primary data collected from 384 respondents in the Western Province of Sri Lanka through a structured questionnaire. Data collection is one of the important steps within the research study. It will be facilitated testing the hypothesis and to guarantee the representativeness of the population the random sampling method was consumers. The standard questionnaire was distributed among the current and potential organic food consumers. The questionnaire used a five-point Likert scale to indicate the respondents’ ideas. Convenience sampling was employed to construct the sampling framework. The data were analyzed usindescriptive statistics, correlation analysis, and multiple regression analysis with IBM SPSS Statistics 23 to identify the relationships between key variables. The findings suggest that consumer attitude significantly influences purchasing behavior, with positive attitudes toward organic food leading to higher purchase intentions. These suggestions for future research can help deepen our understanding of consumer attitudes and behaviors toward organic food products in Sri Lanka, as well as provide insights that can inform marketing strategies, product development, and industry policymaking. Price sensitivity was found to moderate this relationship, as price-sensitive consumers are less likely to translate favorable attitudes into actual purchases. Normally, consumer trust in organic food labels and certifications emerged as a critical moderator, enhancing the strength of the relationship between attitude and purchasing behavior. These results underscore the importance of building trust and addressing price concerns to increase consumer engagement in the organic food market. This research contributes to the existing literature by providing insight into the interplay between consumer attitudes, price sensitivity, and trust in the organic food industry. The study offers useful practical recommendations for marketers, including strategies to enhance consumer trust with transparency and education, and ways to reduce price sensitivity through targeted promotions. This study is important for several reasons. It is important for businesses operating in the organic food industry to understand consumer behavior, which will help them develop and implement effective marketing strategies and policies. It also suggests future research directions, focusing on exploring the influence of physiological, cultural, and demographic factors on purchasing behavior in the organic food sector. The research study has several limitations that affect the generalizability and robustness of its findings. Its geographical focus is limited to the Western Province of Sri Lanka, limiting the applicability of the results to other regions with different economic conditions and cultural backgrounds. A limitation of the study is that it did not use a longitudinal data system. The data used here is cross-sectional. Relying on surveys as the primary data collection method may introduce participant self-reporting errors and biases.Item CONSUMER ATTITUDE TOWARDS SUSTAINABILITY: A CHALLENGE OR AN OPPORTUNITY FOR GREEN MARKETING.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Karunarathne, M.S.Industries navigating from anthropocentric to eco-centric approach accentuate the contribution of Green Marketing towards sustainable development. The concept of Green Marketing is more towards altruism, since it comprises a pool of activities including product modification, packaging changes, modifying advertising and changes to the production process intended to satisfy human needs and wants, causing minimal detriment to the natural environment (Polonsky, 1994). However in the past many researchers identified consumer attitude in developing countries as a key challenge for effective Green Marketing strategy implementation. Since nowadays geographical boundaries do not have a pivotal influence on varying human perceptions as a result of globalization and its resultant interconnections, through this conceptual paper the author pinpoints consumer attitude in developing countries as an evolving opportunity to pursue Green Marketing within a company. Moreover, The Sustainability Imperative 2015, by Nielsen Company clearly depicts that 66% of consumers are now willing to pay more for sustainable brands and when compared to developed countries, consumers in developing countries pay more attention to sustainability due to the everyday challenges they face. Having identifying this drastic attitude change, the author indicates that the attitude of customers in developing countries is rather a dire opportunity, not a challenge for marketers. Thus, the paper finds that the companies in developing countries should establish solid Green Marketing strategies to ensure their long term survival. The research is based on text books and journal articles written on Green Marketing, Consumer Attitudes and Sustainability. Where necessary, reference will be made to research publications by leading corporate research firms.Item Factors Influence on the Consumer Attitude towards Organic Food Purchasing in Western Province(Department of Marketing Management, University of Kelaniya, 2017) Karunadasa, H.H.J.; Weerasiri, R.A.S.The purpose of this research study examines the factors influencing on the consumer attitude towards organic food and how attitude effect on the purchasing intention of organic food. Since the concept of organic food is becoming increasingly popular concept among food retailing sector which enables the food manufacturers to enhance their competitive edge against their rivals. This study is based on online and offline survey conducted on 200 respondents from Western province who are knowledgeable as well as consumed organic food. This research study tested six hypothesis where all the hypothesis are proved except one hypothesis. The research findings indicate that, the health consciousness, environmental consciousness, consumer knowledge and personal norms positively impacts the consumer attitude towards the organic food whereas only subjective norms do not positively impacts the consumer attitude. Also, the research findings proves the positive relationship between the customer attitudes towards the purchasing intentions of organic food. Finally, these findings were used to suggest the marketing strategies which are most suitable to fit with the consumer expectationsItem Factors Affecting on Consumer Attitude towards Mobile Advertising: with Special Reference to Fast Food Industry(Department of Marketing Management, University of Kelaniya, 2016) Chathurangee, Upeshika.K.L.; Wijesundara, C.B.In Sri Lanka mobile advertising is not used hundred present effectively as mobile advertising is not in its maturity stage. But after identifying consumer attitudes towards mobile advertising, it can be made suggestions for the development of the mobile advertising as a new media. The present research is focused on “the factors effect on consumer attitudes toward mobile advertising and the impact made by those factors on customer attitude with special reference to fast food industry”. The key objective of this research is to find out the factors effect on customer attitudes toward mobile advertising. The specific objectives of this study are to investigate the most prominent factor of mobile advertising that effects on customer attitude and to measure the impact of each factor on the customer attitude. The research design used in the research is quantitative and descriptive research design has been used. The researcher used both primary data as well as secondary data. Researcher has collected primary data by a questionnaire and 200 respondents were participated. The collected data was analyzed by using SPSS and Microsoft Excel. Researcher has found that credibility of the mobile advertisement and permission based advertising highly impact on consumer attitude towards mobile advertising.