Browsing by Author "Subasinghe, S. M. A. N. M."

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Electronic Word of Mouth (E-WOM) Influences Consumers’ Purchase Intentions for Herbal Cosmetic Products: Mediating Role of Brand Image with Special Reference to Facebook Users in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kavindi, H. P. N.; Subasinghe, S. M. A. N. M.
This study investigates how E-WOM influences consumer purchase intention regarding herbal cosmetic products, with a mediating role of brand image. The research addresses an extremely important problem, even though the global herbal cosmetics market is growing fast, it is little known how digital interaction-specifically the E-WOM-affects consumer purchasing decisions regarding purchases made within a Sri Lankan context. The research effort places itself within the existing literature probing how dimensions of E-WOM quality, quantity, and credibility interact with brand image to shape purchase intentions. Addressing these gaps, this study contributes to a refined understanding of digital consumer behavior and hence provides actionable insights for marketers in the herbal cosmetics sector. The research design is quantitative, and the required responses were measured through a structured questionnaire among 403 Facebook users in Sri Lanka. A total number of survey participants or questionnaire responders would be comprised of convenience sampling from existing users exposed to herbal cosmetic products in general. In this conceptual model, E-WOM would then represent an independent variable, and purchase intention is the dependent variable. Therefore, the brand image represents the mediating variable. Likewise, data analysis will be executed in correspondence with IBM SPSS Statistics 25. Further analysis of descriptive statistics is necessary for correlation and regression analysis. For an adequate analytical approach, the association among all these variables has been thoroughly checked to make sure the extracted insights on consumer behavioral dynamics turn out reliable. Results validate that E-WOM will have a great influence on the purchase intention of consumers. This study found, that e-WOM Quality Increasingly accurate, reliable, and useful information increases consumers' trust and decreases uncertainty. It leads to a higher purchase intention E-WOM Quantity The greater the number of reviews and discussions, the more diversified opinions will be, which allows consumers to gain confidence in making decisions. E-WOM Credibility, Credibility, and authenticity of online reviews shape consumer attitude. In this relationship, brand image appeared as an important mediator that enhances the positive influence of E-WOM on purchase intention. When the brand image is trustful, well-known, and with positive associations, it enhances the effect of digital word-of-mouth communication. These findings also compare to the wider knowledge of E-WOM impacts from relevant past studies in other industries, hence extending the insights to the specific herbal cosmetics market. Though the study provides valuable insights, it is not without limitations. The convenience sample may affect generalizability since the sample may not be representative of the wider population. The research has only been conducted on the social media site 'Facebook', thus narrowing the scope of the studies, and maybe other platforms such as 'Instagram' or 'Twitter' may have various ways in which consumers interact. The design is cross-sectional, and it cannot allow changes in consumer behavior to be assessed over time. Such limitations may be overcome by the adoption of longitudinal designs in future studies, extending the research to multiple social media platforms. The contribution brought about by this study is both theoretical and practical. Theoretically, the research has enriched knowledge of the dimensions of E-WOM and their relationship with brand image. It proposes a framework that can be useful in other niche markets as well. It underlines the role that brand image has played to date as a mediating factor in digital interactions and consumer behavior. Results give actionable practical ways in which marketers can use the herbal cosmetics industry. Therefore, companies are encouraged to generate E-WOM content that is of high quality, credible, and engaging, while building their brand image through transparent communication, ethical sourcing, and in line with values that mean something to the consumers. These will impart further strength to E-WOM campaigns. The present study will also provide a platform for further studies in the domain by investigating other mediating variables like consumer trust or perceived effectiveness of the product and the extension of the study to cross-cultural settings.
Exploring the Role of Personalized UX/UI in Driving Customer Loyalty: The Mediating Influence of Satisfaction and the Moderating Role of Culture in Sri Lankan E-Commerce
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nawanjana, H. R. S.; Subasinghe, S. M. A. N. M.
This study focuses on how consumer loyalty is affected by user experiences (UX) and personalized user interfaces (UI) in Sri Lanka's e-commerce sector. E-commerce is changing consumer behavior, especially in economies that are developing. It is important to understand how customized design features affect client retention. By investigating the moderating impact of cultural factors and the mediating function of customer satisfaction, this research aims to address important gaps in the literature. In order to offer insights into developing more captivating and loyalty driven e-commerce platforms, it examines the interaction between technical personalization and culturally appropriate design techniques. The nature of the research design is quantitative, and for that purpose, questionnaires were distributed among E-commerce users in the Colombo District. In this regard, the total sample size is 396, which is more than the minimum required of 385 at a confidence level of 95% and margin of error of 5%. The sampling followed will be simple random sampling to make the sample representative and reduce bias. Data analysis was performed in SPSS using a number of techniques: correlation analysis to investigate relationships between variables, regression analysis to estimate direct and combined effects, and mediation/moderation analysis to investigate the role of customer satisfaction and cultural considerations. Reliability and validity of measures were confirmed using Cronbach's Alpha and factor analysis, respectively. The findings indicate a positive, robust relationship between personalized UX, UI design and customer loyalty, with customer satisfaction playing a major mediating role. This aspect of personalization was translated into features which had to be considered in design phase, such as intuitive navigation, culturally aligned design elements, tailored recommendations, etc. All of these were bolstered by user satisfaction which in turn encouraged loyalty. In addition, culture was a significant moderating factor affecting responses to personalized UX, UI across demographic groups. These findings highlight the need for E-commerce platforms to customize their designs to accommodate the cultural and social preferences of their target audiences. A few limitations in this study have to be acknowledged. First, the geographical limitation of this study to the Colombo district alone restricts generalizing findings to other regions of Sri Lanka, given the existing different economic and cultural dynamics in those areas. Second, reliance on self reported survey data introduces biases associated with social desirability and recall inaccuracies. Lastly, the study's scope was limited to customer satisfaction and cultural considerations, and thus other potential moderating factors include technological literacy and economic status, which were left for future exploration. Addressing these limitations in subsequent research can enhance the comprehensiveness of the findings. Implications are both theoretical and practical. Theoretically, this adds to the body of increasing literature in e-commerce personalization about how UX, UI design and cultural consideration play a dual role in shaping customer loyalty. Practically, actionable insights are given for e-commerce practitioners operating in Sri Lanka and other similar markets. It is done by a culturally sensitive design strategy and personalized UX and UI elements. This, in turn, goes on to help build long-term loyalty in customers. The study further outlines that continuous improvement and user feedback mechanisms should be used to fine-tune design elements through changing consumer needs. In this relationship, future research may involve extending the geographical scope by including rural and suburban areas to get a broader insight into E-commerce user behavior in Sri Lanka. They could also delve into what extent emerging technologies, like artificial intelligence and machine learning, are being used for further personalization of UX and UI designs. Comparisons with other developing markets also add depth to the overall generalizability of findings globally.
Impact of Facebook Advertising Strategies on E-Brand Loyalty of Gen Z: Examining the Mediating Effect of Negative Sentiments with the Special Reference to Franchise Cafes in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Prarthana, M. D. S.; Subasinghe, S. M. A. N. M.
The research examines the impact of Facebook Advertising Strategies on e-branding commitment with special emphasis on the Franchise Cafes in Sri Lanka of the Generation Z. The research explores the role of social media in brand interactions among Gen Z consumers in Sri Lanka's Franchise cafes. Aware of the fact that consumers of this age appreciate social media in brands interactions, the research offers understanding of the digital marketing activities that appeal to this segment. Another contributing factor in this study is the negative attitude factors and its formation of perceptions of E-brand loyalty. In this study, quantitative data is gathered from Gen Z customers who interact with Franchise cafes in Sri Lanka. These findings present important implications for the marketers in the Franchise Cafe industry who are keen to optimize their social media messages for an empowered audience. This research adopts a Positivism philosophy and a deductive research approach to analyze Facebook Advertising Strategies and Gen Z’s e-brand loyalty in Franchise Cafes in Sri Lanka. In data collection, the study employs questionnaires, the primary objective is to obtain information from individual Gen Z consumers. All the questions in the questionnaire are on Likert scale since it is more appropriate for comparison. Real-life consumers of Gen Z are chosen as a representative sample for generalization of the research results and the targeted sample size is 385 responders. As Sampling method, purposive sampling approach was used to select individuals who frequently use Facebook and visit Franchise Cafes. As data analysis techniques, data analysis employed quantitative methods, including the use of descriptive statistics (mean, median, mode, standard deviation) and inferential analysis (correlation, regression, mediating analysis). The statistical tool that is used for data analysis is SPSS. Reliability was assessed using Cronbach’s Alpha and validity was tested through construct validity measures. Secondary data is collected from literature and industry reports. The study examined that element like likes, shares, comments, and clickable links enhance Gen Z's engagement and loyalty in e-brands. Factors like attractiveness, message comprehensiveness, and creativity influence advertisements' effectiveness. High-quality imagery and meaningful messages were found to increase brand loyalty and Facebook Stories were effective for Gen Z. Demographic and behavioral targeting were identified as key strategies. Negative sentiments mediating the relationship between Facebook advertising strategies and e-brand loyalty. This research study investigates the relationship between Facebook advertising strategies and e-brand loyalty of Gen Z consumers in Franchise Cafes in Sri Lanka. The study found that factors such as ad engagement features, content, location, platform, and precision in targeting consumers positively influence e-brand loyalty. Efficient strategies were found to reduce negative sentiments, while inadequate campaign approaches, such as wrong category targeting, low-quality messages, or posting ads at the wrong time, generated unfavorable perceptions. Negative sentiments partially mediate the relationship between Facebook advertising strategies and e-brand loyalty, suggesting businesses need to pay close attention to negative feedback to improve their advertising strategies. The study's reliability, validity, and normality test results confirmed the validity of the research, confirming the duality of loyalty and consumer sentiment management in advertising strategies. The research provides useful recommendations for marketers targeting Gen Z in Franchise Cafes in Sri Lanka. The study on e-brand loyalty in Sri Lankan Franchise Cafes is limited by its time frame, geographical scope, and sample population. It may not consider cultural or economic factors influencing loyalty. The results are specific to Gen Z, not Millennials or Gen X. Negative sentiments are subjective and influenced by individual experiences, emotions, and cognitive biases. E-brand loyalty is complex and includes personal experiences, perceived competitive offerings, and brand image. Longitudinal investigations may be more useful to understand the long-term effects of advertising strategies on loyalty. Franchise cafes can optimize their Facebook advertising strategies by engaging retargeting ads and lookalike audiences, focusing on products like premium drinks, creative meals, membership, and discounts, and using free content from clients. Mobile advertising, Facebook stories, and integration with Instagram can help Gen Z stay engaged. Engaging in polls, Q&A sessions, and hosting live videos can also help. Building and sustaining brand loyalty can be achieved through eco-friendly or social responsibility campaigns, unique selling propositions, and affiliation programs. Managing negative emotional appeals can be done using tools for analyzing sentiments in comments, reviews, and shares, and crisis management. Enhanced budget allocation can be achieved by treating advertising formats and targeting methods as priority areas, and reducing advertising expenditures on locations or age, gender, geography, or other classes that do not improve brand equity. Building strong customer relationships through emotional bonds, direct interactions, and events can help customers have memorable experiences. Future research should explore marketing tactics on other social media platforms, cultural and regional differences in Sri Lanka, comparative studies across industries, longitudinal studies on loyalty, and the role of influencers in Facebook ads. By implementing these recommendations, Franchise cafe stakeholders can improve Facebook advertising strategies and increase e-brand loyalty among Gen Z consumers.
Impact of In-App Advertisements on Gen Z's Purchase Intention with the Mediating Effect of Consumer Attitudes: with Special Reference in Sri Lankan Mobile Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Vidushana, W. G.; Subasinghe, S. M. A. N. M.
This study intends to investigate the influence of in-app advertising on the purchase intentions of Generation Z, focusing on the Western Province of Sri Lanka while emphasizing the mediating role of consumer attitudes. The goal of this research is to close the knowledge gap regarding how Gen Z consumers respond to customized digital advertising tactics in an emerging market setting. Utilizing theories like the Media Richness Theory and the Elaboration Likelihood Model the study looks into things like social influence user experience personalization and ad content and design. A structured questionnaire was used in this quantitative study and 385 members of Generation Z answered it. SPSS software was used to analyze the data using regression correlation and descriptive statistics. According to the results, purchase intentions are strongly influenced by user experience, personalization, and social influence. Because consumer attitudes mediate these relationships it is crucial to create ads that appeal to the target audience’s emotions and social sensibilities. These findings highlight how important it is to create engaging and culturally relevant in-app ads to successfully grab Gen Z’s attention. The study does have certain drawbacks though such as its concentration on a particular demographic and geographic group its use of self-reported data and its quantitative methodology that ignores qualitative viewpoints. To comprehend the changing impact of in-app advertising these limitations point to possible directions for future research such as using mixed-method approaches and examining longitudinal trends. From a practical standpoint, this study provides policymakers app developers, and marketers with useful suggestions. Advertising that seamlessly integrates with the user experience uses dynamic personalization and makes use of social proof should be given priority by marketers. Contributions to theory include advancing our understanding of consumer behavior and the function of digital media in developing economies which lays the groundwork for future research on the dynamics of advertising in comparable cultural contexts. According to the study's findings, in-app advertising can be made more effective and substantially contribute to the conversation around digital marketing in emerging economies by strategically emphasizing personalization, emotional engagement, and awareness of sociocultural quirks.
Impact of Social Media Macro-Influencer Authenticity on Purchase Intention for Fast Food Brands in Sri Lanka Among Gen Z: The Mediating Effect of Brand Credibility
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshani, L. H. S.; Subasinghe, S. M. A. N. M.
This research explores the impact of social media macro-influencer authenticity on purchase intention for fast food brands in Sri Lanka among Gen Z: the mediating effect of brand credibility. This demographic, characterized by its digital savviness and preference for authenticity, presents unique challenges and opportunities for marketers. The study addresses a critical gap in literature by investigating how key factors of influencer authenticity trustworthiness, expertise, attractiveness, and similarity shape purchase intentions. It also examines the role of brand credibility in this dynamic. Fast-food brands face significant competition and need innovative marketing strategies, particularly in urban regions where consumer preferences are rapidly evolving. The research situates itself within the existing literature on influencer marketing and extends it by contextualizing findings within the socio-cultural and economic environment of Sri Lanka, providing actionable insights for brands seeking to optimize their marketing strategies for Generation Z. and 403 members of Generation Z who actively follow fast-food influencers on social media sites like Facebook, Instagram, and TikTok were given a structured online survey as part of the study's quantitative research approach. Statistical methods such as the Cronbach's alpha, KMO, and Bartlett tests were used to make sure the data was reliable and valid. Regression analysis and mediation analysis were used in the data analysis to ascertain the direct influence of influencer authenticity characteristics on purchase intention and the involvement of brand credibility in this connection, respectively. The Source Credibility Model serves as the theoretical foundation for the study, highlighting the crucial role that influencers' perceived sincerity plays in influencing customer behavior. Additionally, the analysis takes demographic and cultural factors into account, placing the results in the larger framework of digital marketing. The results show that purchase intention is significantly positively impacted by macro-influencer authenticity, with likeness and beauty being the most important characteristics, followed by knowledge and trustworthiness. This relationship is further amplified by the mediating function of brand credibility, which shows that real influencers not only directly affect customer choices but also raise the perceived legitimacy of the companies they support. These findings are consistent with earlier studies that highlight the value of relevant and trustworthy influencers in building engagement and trust, especially among Generation Z. The Western Province was the study's primary emphasis, which restricts the findings' applicability to other parts of Sri Lanka where cultural and economic circumstances can be different. Furthermore, using self-reported information gathered via online questionnaires raises the possibility of response biases. Future research could address these. By using a variety of geographic samples, performing in-person or offline interviews, and investigating the joint roles of macro and micro-influencers, future study could overcome these constraints. This study has both theoretical and practical ramifications. The study theoretically adds to the expanding corpus of research on influencer marketing by emphasizing the relationship between customer behavior, brand credibility, and influencer authenticity. By placing the Source Credibility Model in the context of an emerging economy's digital marketing environment, it expands upon it. In practice, the results give fast-food companies a foundation for improving marketing efficacy. Businesses can increase trust and create stronger bonds with their target audience by collaborating with influencers who exhibit authenticity and share brand values. The study emphasizes how crucial it is to incorporate culturally appropriate and open marketing techniques, making use of the special qualities of macro influencers to successfully interact with Generation Z. For marketers navigating Sri Lanka's fiercely competitive and technologically advanced fast-food business, these insights are priceless.
Influence of Social Media Short Content Video Marketing on Women's Purchasing Intention of Local Ayurvedic Beauty Brands: Examining the Mediating Role Brand Credibility with Special Reference to Gen Z in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Pathirana, H. P. D. A.; Subasinghe, S. M. A. N. M.
Short video content marketing on social media has rapidly become one of the most powerful weapons in influencing the behavior of consumers, especially the more digitally savvy Generation Z. This study attempts to explore how social media short video content influences women’s purchasing intentions of local Ayurvedic beauty products in Sri Lanka, focusing more on the mediating effect of brand credibility. Based on the Western Province context, the research aims to explain how Ayurvedic beauty brands can utilize short-form videos to better integrate traditional and culturally embedded products with the needs of a predominantly digital audience. The research employs a positivist paradigm and is therefore deductive, implying that it extensively relies on testing hypotheses developed from such theories and frameworks as the Elaboration Likelihood Model. Researchers used a structured questionnaire of 26 questions that was administered to a sample of 382 women aged 18–27 from Colombo, Gampaha, and Kalutara districts who were selected as representing the Gen Z audience. This was to target Gen Z women who are social media users, as they were the most pertinent demographic group for this study. To guarantee the population was consistent with the topic of interest, the subjects were drawn using a non-probability sampling method whereby the participants accessed the study through convenience sampling. Convenience sampling was chosen due to its practicality and efficiency in reaching the target demographic of Gen Z women actively engaging with short video content. This method allowed the researcher to collect data quickly and cost-effectively while ensuring a sufficient sample size for meaningful analysis. Through online administration, the data were collected based on a five-point Likert scale to measure perceptions of short video content, brand credibility, and purchasing intention. Further, statistical analysis such as descriptive statistics, correlation analysis, and mediation analysis were performed using SPSS software to test the proposed relationships among the stated variables. The research findings indicate that the use of short videos in the social media context has an impact on women’s purchasing intention directly and indirectly through brand credibility. Three other factors were also noted interesting content, scenario-based experiences, and user participation interaction, which are constituents of short video marketing that enhance brand credibility and purchasing intention. It is noteworthy that trustworthiness and expertise as components of brand credibility were effective in influencing the relationship between short video marketing and purchasing intention. This means that the consumer trust and perceived expertise acquired through interaction with short video content that is captivating and genuine are important determinants of consumer behavior. These findings are consistent with previous research and reinforce the role of interactive, visually attractive marketing strategies in gaining consumers’ trust and encouraging purchases. The study, however, recognizes certain limitations despite its contributions. Because the approach taken is cross-sectional, there is no way of knowing the long-term effects and changes in the consumers’ behavior due to short-form video marketing. Moreover, the study only concentrates on Gen Z women in the Western Province of Sri Lanka which makes it impossible to make pronouncements about other ages or geographical areas. Furthermore, the use of self-reported data creates potential sources of bias including social desirability and recall bias which may reduce the credibility of such data. Moreover, social media is constantly changing, and developing at an unprecedented pace, making it difficult to track and measure the changes in the trends and desires of consumers. The theoretical and practical implications of the study are significant. The research extends the focus on digital marketing as it considers brand credibility as a mediating factor in the short-form video context. It demonstrates the potential of engaging and informative short video content in securing consumer trust, which is critical in today’s evolving market as traditional norms are disrupted. At a practical level, the findings offer useful recommendations to local Ayurvedic beauty brands in the Sri Lankan market. For example, Spa Ceylon, Janet Ayurveda, and Aroma Bliss Ceylon can use the findings of this study to design marketing strategies targeting the Gen Z cohort. By coming up with short videos that are more interesting, real, and interactive, these brands stand a chance of increasing their brand credibility, consumer trust, and purchasing intention. In addition, the research brings to light Generation Z, especially the females who are high consumers of visual and interactive content and who are generally more digitally active. The research seems to suggest other possibilities that would be relevant for future research including, the types of studies that require more advanced designs employing longitudinal elements in anticipation of time changes and doing similar research in different cultural settings, sectors, or ages. As a conclusion, this research proves that social media short video content can positively influence the purchasing intention of women in Generation Z in Sri Lanka, especially where brand credibility is high. These results emphasize the importance for local Ayurvedic beauty companies to implement creative solutions in their marketing strategies that would integrate local customs and current social media trends.
The Impact of Consumer Awareness on Purchase Intention Towards Sustainable Fashion: The Mediating Role of Consumer Attitude in the Sri Lankan Apparel Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Shehani, A. M. D.; Subasinghe, S. M. A. N. M.
The purpose of this study focuses on consumer awareness as an influential factor in the buying of sustainable fashion apparel within the Sri Lankan context and specifically on the intervening role of consumer attitude in this process. The investigation is based on the logic that awareness about knowledge of sustainability would influence the attitudes of the consumers, which in turn affects purchase intention. This research addresses the imperative need for research into consumers in developing countries, whose socio-economic and cultural backgrounds may differ significantly from global perspectives. By emphasizing how awareness relates to attitude and then to intention, this research portrays the psychological and behavioral dynamics involved in the making of sustainable fashion choices. These implications are useful in formulating a strategy to foster sustainable consumption both in the Sri Lankan market and in similar developing regions. 385 respondents from Sri Lanka's Western Province participated in the study, which used a quantitative cross-sectional survey methodology. Descriptive statistics and regression models were used to examine the results of a structured questionnaire that measured factors like customer awareness, attitudes, and purchase intention. Relationships between these variables are hypothesized by the conceptual framework, which highlights the function of attitudes in mediating awareness and intention. It also underlines a highly positive relationship between consumer awareness with the intention to buy sustainable fashion. Consumer attitude played the role of an efficient mediator in this process. The greater consumer awareness, the more positive the attitude was recorded towards sustainable practices, which again increased the purchase intention. Social norms, perceived value of the product, and ethical motives proved to be strong determinants of consumer behavior. The study reveals that consumer education and marketing are two important facilitators in developing sustainable purchasing behavior. This study is limited by the fact that it relies on self-reported data, which may introduce bias, and the sample is geographically limited to focus on the Western Province. The cross-sectional design provides a snapshot of consumer behavior, limiting the insights into long-term trends. The research focuses on urban and semi-urban areas and might miss rural consumer perspectives. The findings provide useful insights for the Sri Lankan apparel industry on how focused consumer education and marketing campaigns are necessary to increase awareness and reshape attitudes. Policymakers may use these findings in devising programs that encourage sustainability. Companies should communicate transparently with consumers about the environmental and ethical benefits of their products to build trust and encourage them to engage sustainably.
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.
The Impact of In-flight CRM practices on Repeat Purchase Intention: The Mediating Role of Perceived value with Special Reference to Sri Lankan Airline Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayasundara, P. L; Subasinghe, S. M. A. N. M.
The purpose of the study is to explore how CRM practices during flights affect repeat purchase intentions among passengers in the Sri Lankan airline industry. This research also investigates the mediating role of perceived value, which is a serious gap in the literature. The study tries to add to the insights regarding the way CRM efforts reinforce customer loyalty and yield a better competitive position in a fast-evolving airline market. A mixed-method approach has been adopted for the study design; therefore, quantitative and qualitative data have been combined. Quantitative data were collected from 385 frequent flyers of Sri Lankan Airlines and its competitors. The relationships among CRM practices, perceived value, and repeat purchase intentions were investigated by analyzing the data through Spss. Semi-structured interviews added depth to the analysis through a better understanding of passenger experiences. Our findings are like this, the results indicate that in-flight CRM practices, including personalized services, feedback mechanisms, and loyalty programs, positively influence perceived value, which in turn significantly impacts repeat purchase intentions. This mediating effect highlights the importance of perceived value in enhancing customer retention. Findings also align with global studies, demonstrating that effective CRM fosters customer loyalty through improved service quality and personalized experiences. It also cannot generalize to other regions, as the research is confined to the Sri Lankan airline market. The reliance upon self-reported data introduces bias, and the cross-sectional design precludes longitudinal analysis of changing customer behaviors. This research extends the series of theoretical insights into CRM's mediating role through perceived value in enhancing repeat purchase intentions and addresses a gap in emerging market research. Practically, it provides actionable insights for Sri Lankan Airlines to refine CRM strategies, improve passenger value perceptions, and foster customer loyalty to maintain competitive advantage within a challenging marketplace. Theoretically, the study develops an understanding of the mediating role of the perceived value of CRM practices in emerging markets. From a practical perspective, this study provides some suggestions for airlines to develop CRM strategies that focus on personalized services and value creation to enhance customer loyalty. The future study can be extended to other regions or the inclusion of other mediators such as customer trust.