Symposia & Conferences
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Item The Impact of Storytelling Ads on Consumer Purchase Intention with Special Reference to the Sri Lankan Hospitality and Tourism Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ramanayaka, I. M.; Wijenayaka, S. I.This research examines the impact of storytelling advertisements on consumer purchase intention within Sri Lanka’s hospitality and tourism industry. Storytelling has gained prominence in digital marketing as an engaging strategy to capture consumer interest. This study specifically investigates the influence of key storytelling dimensions—irritation, word-of-mouth (WOM), entertainment, memorability, informativeness, and time duration—on purchase intention, aiming to understand how these elements shape consumer behavior. A structured quantitative methodology was employed, with survey responses collected from a representative sample of individuals engaged in tourism-related activities. Advanced statistical analyses ensured the reliability and validity of the findings. A quantitative research design was adopted, utilizing a convenience sample of 384 respondents. Data was collected through an online questionnaire, making it accessible to a broad range of participants. The study followed a cross-sectional approach, capturing consumer perceptions at a single point in time. Data analysis was conducted using SPSS, and hypothesis testing was performed through multiple regression analysis to examine the relationships between storytelling dimensions and purchase intention. This approach enabled a comprehensive assessment of the factors influencing consumer decision-making within the hospitality and tourism sector. The coefficient table highlights the specific contributions of each component to purchase intention. The constant value of 0.189 signifies the baseline purchase intention in the absence of experiential factors. The findings confirm that WOM (β = 0.101, p = 0.003), entertainment (β = 0.124, p = 0.004), and memorability (β = 0.779, p < 0.001) significantly enhance purchase intention. Memorability demonstrated the strongest influence, indicating that advertisements leaving a lasting impression are most effective in driving consumer decisions. Conversely, irritation (β = -0.035, p = 0.257), informativeness (β = -0.046, p = 0.219), and time duration (β = 0.004, p = 0.887) showed non-significant effects, suggesting that while factual content and ad length are considerations, they do not directly impact purchase behavior in this context. These insights offer substantial implications for marketers in the hospitality and tourism industry. The study underscores the importance of crafting emotionally compelling and memorable storytelling advertisements to maximize consumer engagement. WOM plays a crucial role in amplifying the reach and credibility of marketing messages, while entertainment-driven content fosters greater audience retention and interaction. Marketers are encouraged to prioritize creative and immersive storytelling techniques that build strong consumer connections, ultimately influencing purchasing decisions. Despite its contributions, the study has some limitations. Its cross-sectional design restricts the ability to analyze long-term behavioral changes, and its industry-specific focus limits the broader applicability of findings. Future research could explore these dimensions across different sectors and cultural contexts, incorporating longitudinal studies to examine evolving consumer perceptions over time. By refining storytelling strategies and leveraging consumer psychology insights, businesses can enhance the effectiveness of digital advertising and strengthen their market positioning.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.Item The Impact of Brand Trust on Consumer Purchase Intention: The Moderating Effect of Price Sensitivity in the Organic Food Industry with Special Reference to Western Province Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ariyarathna, A. M. K.; Udovita, P. V. M. V. D.The organic food industry is witnessing rapid global growth as consumers increasingly prioritize health, environmental sustainability, and ethical consumption. However, in Sri Lanka, factors such as high prices and limited consumer trust pose challenges to market expansion. This study examines the impact of brand trust on consumer purchase intention within the organic food industry in the Western Province of Sri Lanka, focusing on the moderating effect of price sensitivity. Brand trust is analyzed through dimensions of brand benevolence, competence, and credibility. The study aims to fill gaps in the literature on consumer behavior in developing markets, offering insights for both marketers and policymakers. A quantitative research approach was adopted using a structured questionnaire to collect data from 406 organic food consumers aged 15 and above in the Western Province. Convenience sampling was employed, and data were analyzed using descriptive statistics, correlation analysis, simple regression, and multiple regression techniques via SPSS. The research framework is grounded in the Theory of Planned Behavior, incorporating price sensitivity as a moderating variable. The results indicate that brand trust, including brand benevolence, competence, and credibility—significantly influences consumer purchase intention. Consumers who perceive an organic brand as trustworthy are more likely to purchase its products. However, price sensitivity moderates this relationship, weakening the positive effect of brand trust on purchase intention. As price sensitivity increases, the impact of brand trust on purchase behavior diminishes, suggesting that high prices act as a barrier to organic food consumption in Sri Lanka. These findings align with prior studies and highlight the challenges consumers face when purchasing premium organic products in a developing economy. This study is geographically limited to the Western Province, restricting the generalizability of findings to other regions or countries. Additionally, the use of convenience sampling may not fully represent the diverse demographics of Sri Lankan consumers. The dynamic nature of the organic food market and the challenges of accurately measuring price sensitivity also present limitations. Theoretically, this study contributes to the understanding of brand trust, purchase intention, and price sensitivity in developing markets. Practically, it provides strategic insights for marketers and policymakers. To address price sensitivity, businesses can implement flexible pricing strategies, offer discounts, loyalty programs, and bundle deals to attract cost-conscious consumers without compromising profitability. Strengthening brand trust through transparent communication about sourcing, certifications, and sustainability practices can further enhance consumer confidence. Future research should explore additional moderate factors such as lifestyle and expand the geographic scope for broader relevance.Item Impact of Buy Now, Pay Later (BNPL) Options on The Purchase Decision on E-Commerce Platforms in Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) De Alwis, W. C. S.; Udara, S. W. I.This study explores how Buy Now, Pay Later (BNPL) choices affect consumer purchasing intentions in the e-commerce sector, with a focus on Sri Lanka's Western Province. The study is prompted by the increasing use of BNPL services in emerging economies, where traditional credit is typically scarce. Despite BNPL's increasing global popularity, a considerable gap exists in understanding its implications for consumer behaviour, particularly in developing countries. This study fills a vacuum by studying the relationship between BNPL services and consumer purchasing decisions, focusing on four major factors: customer perceived value, promotional techniques, consumer financial literacy, and ease of use. By investigating these variables, the study seeks to provide insights into how BNPL options influence purchasing behaviours and contribute to the broader e-commerce landscape in Sri Lanka. The study uses a quantitative research design to comprehensively investigate the effects of BNPL alternatives. To guarantee inclusion, data were collected from 346 participants using standardised questionnaires available in both Sinhala and English languages. These questionnaires included demographic questions and measures that used Likert-scale responses to assess perceptions of BNPL services. The study used statistical tools such as descriptive analysis, correlation analysis, and regression modelling to determine relationships between the independent variables: customer perceived value, promotional strategies, financial literacy, ease of use and the dependent variable purchase intention. The study's findings provide several important insights. First, customer perceived value appeared to be a major factor in purchase intention, emphasising the significance of consumers' perceptions of BNPL as a useful financial tool. Second, promotional methods were determined as the most influential of the four variables. Targeted advertising, such as discounts or installment benefits linked to BNPL possibilities, have been demonstrated to dramatically increase consumer desire to use BNPL and make purchases. Third, consumer financial knowledge was important, as people with higher financial literacy levels were better able to navigate BNPL terms, resulting in more confident purchasing decisions. Finally, ease of use, while important, had a less extensive link with purchase intentions than the other characteristics. This implies that while user-friendly interfaces and smooth integration of BNPL alternatives are significant, they may not have the same impact on consumer behaviour as promotional methods or financial knowledge. These findings align with previous research highlighting the importance of flexible payment alternatives and financial awareness in changing customer behaviour. The findings support all four assumptions, demonstrating that BNPL services can greatly influence consumer purchase intentions by providing ease and affordability. Furthermore, the study emphasises the importance of promotional methods as a main driver of customer engagement, implying that e-commerce platforms might use targeted marketing campaigns to increase acceptance of BNPL services. By addressing financial literacy, the study underlines the importance of consumer education activities to reduce problems related to BNPL use, including over-indebtedness and impulsive purchasing. The study's consequences are theoretical and practical. From a theoretical standpoint, the study adds to the expanding body of information about consumer behaviour and digital payment systems by combining ideas from the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour. These concepts provide a solid foundation for studying the psychological and behavioural dynamics that drive BNPL uptake. The findings provide actionable advice to stakeholders such as e-commerce platforms, BNPL providers, and legislators. To increase consumer trust, e-commerce platforms should improve the transparency of their BNPL offers, such as repayment schedules and interest rates. Targeted advertising activities can boost the desirability of BNPL choices, especially during peak shopping periods or holiday seasons. BNPL providers are urged to work with educational institutions and financial organisations to promote financial literacy, ensuring that consumers understand the possible risks and benefits of deferred payment plans. Policymakers can use the study’s findings to develop regulatory frameworks that safeguard consumer interests while fostering innovation in digital payment systems. For instance, regulations could mandate clearer disclosure of BNPL terms and implement safeguards against predatory lending practices. The study admits a few shortcomings despite its contributions. The study's conclusions may not be as applicable to other areas or nations with distinct cultural and economic contexts due to its geographic confinement to Sri Lanka's Western Province. Future research might also look at the impact of BNPL on certain demographic groups, such as low-income people, the elderly, or specific professional categories, to gain a more comprehensive understanding of its influence.Item Impact of Brand Credibility on Purchase Intention towards Women Fast Fashion Brands in Sri Lanka: Examining the Mediating Effect of E-WOM(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Gampolage, T. L.; Jayawardene, S. M.This study investigates the relationship between consumers intentions to purchase from Sri Lankan women's fast fashion brands and brand credibility, with a focus on the mediating effect of electronic word-of-mouth (E-WOM). The study assesses the growing significance of E-WOM in shaping consumer behavior by examining the components of brand credibility, namely; consistency, reputation, and experience. The study offers insights into consumer decision-making processes in an emerging market context, and it is based on Source Credibility Theory and Signaling Theory. The study intends to bridge the knowledge gap regarding consumer behaviors unique to fast fashion in developing countries such as Sri Lanka. 71% of respondents lived in Colombo, and the survey was conducted in the Western Province of the nation. Using data from 355 female respondents, the findings offer significant new insights into the connection between brand credibility and purchase intention. Brand credibility was found to be a strong predictor of purchase intention, with a beta coefficient of 0.681 (p < 0.01), highlighting its direct impact on consumer behavior. Additionally, the study demonstrated the significance of E-WOM as a mediating factor, showing that when consumers came across positive online reviews, their purchase intentions increased by 12%. Remarkably, 74% of respondents between the ages of 18 and 30 said they heavily relied on peer reviews and recommendations, indicating a dependence on E-WOM that is unique to this demographic. This dependence emphasizes even more how digital interactions influence consumers' perceptions of brands. Furthermore, 64% of participants shared positive experiences after receiving outstanding service, highlighting how crucial customer satisfaction is for building brand reputation and encouraging online advocacy. These results show both localized consumer preferences and behaviors specific to Sri Lanka's fast fashion industry, in addition to global trends. Although the study offers insightful theoretical and practical information, the findings generalizability is constrained by its cross-sectional design and geographic focus on Sri Lanka's Western Province. Additionally, the research allows for the exploration of other market segments or demographic groups by focusing solely on women's fast fashion brands. However, by validating the mediating function of E-WOM in the relationship between purchase intention and brand credibility, especially in a developing market context, the study makes a substantial theoretical contribution. From a practical standpoint, it emphasis how crucial it is to use digital platforms to improve customer engagement and foster trust in cutthroat marketplace. When doing future market research, it can be investigating different industries or using longitudinal study designs to capture changing consumer behavior over time in order to further broaden the scope and applicability of research findings.Item Exploring the Impact of Brand Love on Consumer Purchase Intention: The Mediating Role of Brand Trust in the Soft Drinks Market in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Piyumini, L. G. M.; Udovita, P. V. M. V. D.This study examines the influence of brand love on consumer purchase intention in the Sri Lankan soft drinks market, focusing on the mediating role of brand trust. It addresses the research gap concerning how emotional bonds with a brand influence purchasing decisions in a culturally diverse and highly competitive market. The study highlights the significance of emotional branding and trust-building strategies in fostering customer loyalty and increasing sales. A quantitative research approach within a positive framework was employed. Data were collected through a structured questionnaire administered to a sample of 385 soft drink consumers in Sri Lanka. A deductive approach was applied to test hypotheses regarding the relationships between brand love, brand trust, and purchase intention. Correlation analysis, multiple regression analysis, and mediation analysis were conducted to validate the proposed conceptual framework. The results indicate that brand love positively influences purchase intention, with brand trust playing a partial mediating role. Consumers with strong emotional attachment to a brand tend to develop trust, which in turn drives their purchase decisions. Findings suggest that while brand love is a key driver of purchase intention, trust strengthens the relationship, particularly in the Sri Lankan cultural and social context. This study is limited by its sample size and short-term nature, restricting its generalizability across the broader Sri Lankan market or over time. Additionally, the lack of extensive prior research on the Sri Lankan soft drinks market posed challenges in contextualizing findings. Theoretically, this study contributes to the understanding of how brand love, trust, and purchase intention interact within an emotional branding framework. Practically, it offers actionable insights for Sri Lankan soft drink companies, emphasizing the importance of trust-building alongside emotional branding strategies. These insights can help brands differentiate in a competitive marketplace and cultivate long-term consumer loyalty. Future research may explore cross-cultural influences and innovative trust-building strategies across different demographic segments and industries.Item Analysing the Impact of Voluntary Simplicity on Sustainable Fashion Clothing Purchase Intention among Young Consumers in Sri Lanka: Testing the Mediating Effects of Environmental Activism and Consumer Learning(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Ariyasena R.G.S.; Rathnayaka R.M.U.R.K.The developed world has shifted from primarily satisfying basic human needs to focusing on voluntary simplicity, a lifestyle that emphasizes intangible aspects like relationships, community, and personal growth. This approach reduces consumption and promotes environmental values, making individuals more aware of the consequences of their choices on the planet. The connection between past learning and feature-benefit associations allows consumers to prioritize aspects that are more relevant and merit greater attention during fresh learning. According to that, this research offers new insights into the impact of voluntary simplicity on sustainable fashion clothing purchase intention among young consumers in Sri Lanka: testing the mediating effects of environmental activism and consumer learning. In this study researcher use descriptive, quantitative research design with a deductive research approach and quota & judgment sampling methods has been used for the data collection. Overall findings revealed that Voluntary Simplicity positively affect Consumer Purchase Intention. This study introduces consumer learning as a novel mediating factor in the relationship between voluntary simplicity and sustainable fashion purchase intention, offering new insights into consumer behavior. As well as voluntary simplifiers fabricate a positive relationship on environmental activism and consumer learning. Further, the study revealed implications for Voluntary Simplicity in Sri Lanka through exploring Consumer Purchase Intention. Moreover, the study also suggests best practices for fashion industry parties in product offerings and other strategy development.Item Factors Influencing Consumer Purchase Intention of Genetically Modified Foods in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Liyanaarachchi, A.L.A.C.; Bandara, S.U.The rapid expansion in the worldwide cultivation of GM crops and the abundance of GM foods in the market has resulted in a great concern over the impact of them on consumers. Consumer purchase intention plays a vital role when determining the future of GM crops and foods in Sri Lanka. Therefore it is important to study the factors affecting the consumer purchase intention of GM foods. But except one article, no sufficient literature is available in Sri Lanka regarding this concept. This study is conducted to study the influence of some selected factors such as consumers’ GM knowledge, opinion towards use of modern technology in food production, risk perception and reading labels on food items that affect the purchase intention of GM foods of Sri Lankan consumers. Target population for this quantitative research is the consumers in Western Province of Sri Lanka. Primary data was collected from 100 respondents and simple random sampling method was used to select the respondents. Online standard questionnaire survey was conducted to gather data and multiple regression analysis was used to analyze the data. This study will primarily be useful for GM foods importers and distributors to identify the factors influencing the consumer purchase intention of GM foods and consider those factors when implementing their future marketing strategies. Since it is an emerging topic, it will be beneficial to researchers, policy makers and all other interested parties in the future as well.