Browsing by Author "Karunarathne, M.S."

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    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.
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    Identification of alcoholic persons using EEG signals and unsupervised classification methods
    (International Research Conference on Smart Computing and Systems Engineering - SCSE 2018, 2018) Meera, S.; Karunarathne, M.S.
    This paper aims to distinguish alcoholic persons from non-alcoholic persons using Electroencephalography (EEG) signals. The effect of alcohol on a person is different from one to another. Nowadays, there are number of sophisticated equipment used to identify how much amount of alcohol a person consumes. However, they are vulnerable to sensor errors and need regular calibration after each test. Electroencephalography (EEG) are commonly used for identifying the effect of alcohol taken by the person through brain signals. Therefore, we aimed to distinguish ten alcoholic persons from ten non-alcoholic persons using the EEG sensor kit worn on the skull surface. Our analysis is based on frequency collected from 5 electrodes on the brain of ten alcoholic and non-alcoholic persons. We have applied time varied entropy techniques (Sample entropy and Approximate entropy) and fast Fourier transform over the electrodes measurements. Mean values of sample entropy and approximate entropy relevant to electrodes are calculated. The fourth dominant frequency was calculated for each record conducting fast Fourier transform over sensor measurements. The calculated Sample Entropy, Approximate Entropy and amplitude of fourth dominant frequency ranged from (-2.7 to -3.4), (1 to 0) and (0.25 to 2.7) respectively. The three features (Sample Entropy, Approximate Entropy and amplitude of frequency bands were plotted in a three-dimensional sphere. The alcoholic and non-alcoholic persons could be grouped, handily in to two clusters with 100% accuracy.