ICBI 2023

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/27062

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Impact of Technology Acceptance Model (TAM) Factors and Trust on User Satisfaction of m-health Application Users in Colombo District
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Gamage, P. T. T.; Kulasekara, G. R. S.
m-health, a technical progression of e-health, evolved with the rapid growth of digital healthcare platforms, healthcare-related mobile advancements, and the internet to serve its consumers in many ways. In developing countries, most consumers use mhealth apps simply to channel doctors, order medicine, and perform other basic tasks. So, this study aims to discover the factors that influence the user satisfaction of Sri Lankan m-health application users to provide a clear rationale to m-health service providers m-health users. While this research follows a deductive, cross-sectional survey strategy-based research methodology, primary data sources are used in this study. First, this study will identify three possible factors (Perceived Ease of Use, Perceived Usefulness, and Trust) that influence the User Satisfaction of m-health application users. Then the researcher collected responses from 316 respondents by sending an online questionnaire to a sample size of 384 potential respondents. The analyzed data of this study indicated that all measures employed to measure the independent and dependent variables (PEoU, PU, Trust, and User Satisfaction) are reliable and that there are significant positive relationships between all independent and dependent variables. This research will help m-health service providers understand client expectations by providing clear conclusions. It will help them maintain and attract more users. This also gives current m-health app users a rationale to negotiate with their service providers, allowing them to demand more. Instead, future researchers can use this study's knowledge base and limitations to conduct more research.
Undergraduates’ Perception of Entrepreneurship Education: A Study Based on the University of Kelaniya, Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Ranwala, R.; Nimeshi, G. K. S.; Sarathchandra, K. S. H.
Entrepreneurship education plays a pivotal role in fostering aspiring entrepreneurs and driving economic growth. Entrepreneurs significantly contribute to wealth creation and job opportunities, making entrepreneurship knowledge and skills essential for sustainable economic development. This study examines the perception of undergraduates towards entrepreneurship education and explores the reasons behind their decision not to pursue a specialized degree in entrepreneurship. Employing an exploratory design model and a qualitative research approach, the study utilizes in-person interviews conducted in an unstructured format to collect data. The research was conducted at the University of Kelaniya, employing purposive-homogeneous sampling for participant selection. Thematic analysis was employed to analyze the gathered data. The study reveals that undergraduates perceive entrepreneurship education as a ‘promising subject stream, a ‘social inclination’, and a ‘theoretical discipline’. Moreover, reasons for not choosing entrepreneurship education include concerns related to ‘future career goals’ and ‘limited awareness’. The study's findings are expected to contribute to further research in entrepreneurship education and offer valuable insights for Sri Lankan universities and higher learning institutions to enhance their entrepreneurship education curricula and practices.
Determinants of Consumer Purchasing Intention for Residential Real Estate: Potential Middle-Income Buyers' Point of View in Colombo and Suburbs
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Weerakkody, W. T. N.; Bandara, Wanninayake, W. M. C.
The residential Real Estate Market within the Market Economy plays a significant role and has been taken into consideration for the purpose of this study. Consumer behavior and intention lead to demand, which the study has explored to derive enormous benefits. The study of the housing market has become vital since the decision to buy a house is complex and unique beyond goods and services. The data was analyzed using the quantitative technique and utilized 384 respondents as the sample size within the study area chosen, which is Colombo and suburbs. This paper focused on the behavior of middle-income potential buyers within the Real Property market under the selected attributes, for instance, Price, Legal Attributes and Amenities. The main objective of the research was to analyze the impact of these determinants. Data was analyzed using regression. According to the study, attributes including location, legal aspects, and services have a favorable influence on a consumer's purchasing intention whereas price increases have an unfavorable impact. However, the study indicates that affordability, a moderating variable, has a significant impact on consumer purchasing intention.
Impact of Women Entrepreneurs on Small and Medium Enterprises (SMEs) and Strategies for Economic Resilience: A Case Study of Welimada, Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Nissanka, N. M. S. U.
This study explores the experiences and perspectives of women entrepreneurs in Welimada, Sri Lanka, with a particular focus on the impact of economic crises on Small and Medium Enterprises (SMEs) and survival strategies. It delves into the challenges faced by women entrepreneurs, their journey to entrepreneurship, and their recommendations for empowerment and resilience. Through qualitative research methods, including interviews with women entrepreneurs affiliated with the Small and Enterprise Development (SED) division in Welimada, the study unveils valuable insights. These insights emphasize the critical role of early exposure, education, and support programs in shaping women's entrepreneurial endeavors. Furthermore, they shed light on the unique challenges faced by women entrepreneurs during economic crises and the strategies employed to overcome these challenges. The study's recommendations encompass a spectrum of interventions, including crisis preparedness workshops, access to financial resources, collaborative networks, diversification, access to market information, and government support programs. Drawing from existing literature and best practices, these recommendations aim to empower women entrepreneurs, enhance their financial literacy, and fortify their businesses against economic uncertainties. Ultimately, this research underscores the pivotal role of women entrepreneurs in SME growth and economic resilience within Welimada region. It advocates for gender-inclusive entrepreneurship to drive economic development, improve income distribution, and advance gender equality. The study's findings and recommendations serve as a roadmap for stakeholders, policymakers, and support organizations to empower women entrepreneurs and foster economic growth in Welimada, Sri Lanka.
Nexus Between Sustainability Learning and Pro-Sustainable Behavior: A Case of Sri Lankan Employees with Professional Accounting Background [A Concept Paper]
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Perera, H. M. M.; Patabendige, S. S. J.
Sustainable development that balances economic, social, and environmental concerns is seen as a key requisite for the future survival of life on our planet, as we know, and there have been fervent calls in the past for global education systems to support knowledge, skills, and competencies that lead to such behavior. Yet, there is a paucity of research on how sustainability development objectives are incorporated into learning and whether such efforts have yielded the desired outcomes. In recent times, accounting professionals have been drummed up as sustainability champions in businesses where they are expected to not only focus on their traditional accounting duties but also create and link internal systems and processes to ensure that sustainability matters are measured and managed to support the business objectives of their firms. This study draws on Ajzen’s (1991) Theory of Planned Behavior to elucidate pro-sustainable behavior by identifying such behavior to depend on three dimensions i.e., personal attitude towards a particular behavior, normative beliefs, and motivation to comply, and their belief in the ability to control their performance. Moreover, the study expects such pro-sustainability behavior to be supported by complex knowledge and skills acquired through formal sustainability learning detailed through five competencies – system thinking, anticipatory thinking, value thinking, strategic thinking, and interpersonal competencies. In particular, the present study aims to investigate the relationship between competencies developed through sustainable learning initiatives and their subsequent influence on the pro-sustainable behaviors of accounting professionals covering all three sustainability components i.e., pro-environmental, pro-social, and pro-economic behaviors.
Impact of Implementing Talent Management Practices on Sustainable Employee Performance (With Special Reference to Executive-Level Employees in Selected Apparel Companies in Wathupitiwala Export Processing Zone – Sri Lanka)
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Peiris, J. M. P. M.; Senadheera, S. P. D. M.
In today's dynamic business environment, creating a pool of talented employees has been considered a source of competitive advantage, whereas talent management is the backbone of the human resource management (HRM) field. The present study aims to fill the existing research gap by examining the impact of implementing talent management practices on sustainable employee performance with special reference to executive-level employees in selected apparel companies in the Wathupitiwala export processing zone – Sri Lanka. There were very few studies conducted on this area theoretically and empirically. Thus, the researcher focused on filling this void by conducting this study to add knowledge in the areas of implementing talent management practices and sustainable employee performance. However, in the current context, there was a substantial influence of learning, development, and career management on sustainable employee performance. This study employed a crosssectional design and quantitative approach, and the study was conducted on a sample of 132 executive employees. The data was mainly analyzed using the analytical software SPSS version 26, which provided more meaning and validated results. The findings reveal that implementing talent management practices has a significant positive impact on sustainable employee performance. According to the study's findings, HR experts in the Sri Lankan apparel sector place a high value on talent retention to improve sustainable employee performance. This study might reflect the evolution of apparel companies and human resource strategists attempting to establish a talent management philosophy. Thus, the study's conclusion supported the idea that implementing talent management is beneficial as it fosters sustainable employee performance.
Managerial Mindfulness and Business Model Innovation as Antidotes to SMEs’ Survive and Growth: Conceptual Model and Scale Development
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Sachitra, V.
In the dynamic business environment, the notions of business model (BM) and business model innovation (BMI) have received considerable attention in industry and academia. Coupled with reduced consumer demand and supply restraints due to the rapid spread of the coronavirus, it is no surprise that many small and medium enterprises (SMEs) are experiencing challenging times. Under challenging and stressful conditions, mindfulness plays a prominent role. However, mindfulness is primarily observed as an individual’s psychological state, thus scholars have begun to study collective mindfulness, particularly focusing on managerial mindfulness. It is worthwhile to argue that BMI processes of SMEs can be supplementary facilitated by owners’/managers’ mindful behaviors. On these notes, backed by previous works, this study provides a first attempt to develop a hypothesized model connecting managerial mindfulness, BMI and SMEs survive and growth. Subsequently, in scale development process, an initial item pool was established, and face validity of the modified measures have been tested using expert judging method. A logical next step would be to collect data and test the scales for overall construct validity as well as provide a statistical view on how managerial mindful behaviors can drive to adopt BM tools to support SMEs survive and sustain continued growth.
Effect of Student Engagement, Student Satisfaction, and Perceived Learning in Online Learning Environment: Perspective of Management Students
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Pramod, J. A. T.; Weligamage, S. S.
Online education can be identified as a flexible education delivery system that can be applied to distance educational purposes, and this system creates an opportunity for teachers and students to reach each other when they cannot participate in traditional classrooms. The purpose of this study is to investigate the effect of student engagement, student satisfaction, and perceived learning in an online learning environment. A deductive approach and quantitative designs were used, 306 samples were included, and data was collected via a self-administered questionnaire using convenience sampling. Course structure, learner interaction and instructor presence were used as independent variables, student engagement as mediating variables and improved student learning and student satisfaction as dependent variables in the study. Descriptive and demographic data analysis, reliability analysis, correlation and regression were used to analyze survey data. Findings revealed that course structure, learner interaction and instructor presence have a statistically significant impact on improved student learning and student satisfaction. The finding of the study has also shown that student engagement is a significant mediator between course structure, learner interaction, instructor presence, perceived learning, and student satisfaction. To ensure the effectiveness of the online learning system and student satisfaction, teachers should give much attention to course structure design, which enhances learner interaction and learning.
Developing a Conceptual Framework to Investigate the Demand Articulation of SMMEs for Digital Marketing Adoption and Performance: Reference to SMMEs in the Sri Lankan Tourist Lodging Industry
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Herath, H. M. B. I.; Razi, M. J. M.
The concept of demand articulation is acknowledged in the field of marketing science as a valuable tool for implementing industry-specific policies aimed at expediting the commercialization of emerging technologies. The objective of this study is to construct a conceptual framework for examining the relationship between social media adoption and performance in the tourist lodging industry in Sri Lanka, focusing on the demand articulation for digital marketing by small, medium, and micro enterprises (SMMEs). The researcher conducted a thorough content analysis of the digital marketing behaviors on social media of SMMEs in the tourist lodging industry. The findings indicate the applied gap reflecting the scarce levels of digital marketing strategies in the realm of social media marketing (SMM), specifically in areas of video marketing, property management system (PMS) utilization, content updating, social media boosting and optimization, and overall liveliness. The researcher has considered the policy-related demand articulation on social media adoption by investigating the impact on the existing TOE model to construct a new framework to address the theoretical gap. The study mainly revealed that the new technology demand articulation leads to its adoption by the SMEs on demand-side innovation policies, sectoral policies, and challenge policies based on the literature review.
Consumer Ethnocentrism in The Contemporary World: Literature Review
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Mallikarachchi, M. C. K.; Ambepitiya, K.
This paper aims to provide an overview of the literature on consumer ethnocentrism. Along with demographic, social, cultural, and psychological factors, product features and other facilities also impact consumer behavior. The impact of many factors and problems on ethnocentrism is examined, and issues with the research's consistency in terms of definition and measurement are found. Investigating consumer ethnocentrism behavior locally and globally is essential in considering the literature. Future, study directions and a description of consumer ethnocentrism are suggested.
Impact of Emotional Intelligence on Job Satisfaction: Evidence from Executive Level Employees in Apparel Industry in Kandy, Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Ranaweera, W. W. I. N. K.; Bandara, W. M. H. K.
Emotional Intelligence (EI) and job satisfaction play pivotal roles in shaping both the personal and professional lives of employees. However, empirical research on the impact EI and job satisfaction, particularly within the Sri Lankan context, remains limited. This study aims to investigate how emotional intelligence impact on job satisfaction of executive level employees in listed apparel firms located in the Kandy area of Sri Lanka. Employing a quantitative research approach, data were collected through self-administered questionnaires distributed to 100 executive level employees using a convenient sampling technique. The data was analyzed utilizing descriptive statistics, correlation analysis and regression analysis. The findings reveal a strong and statistically significant positive relationship between emotional intelligence and job satisfaction. Specifically, two variables defining emotional intelligence namely self-emotion appraisal and others’ emotion appraisal, demonstrate significant impacts on job satisfaction within the selected apparel companies. Based on these findings, the researcher suggests that companies take necessary steps to enhance emotional intelligence among their employees to foster a more satisfying work environment.
Impact of Board Structure on Financial Performance with Reference to Listed Manufacturing Companies in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Kumari, K. G. P.
The boardroom plays a crucial role within a company intending to bolster the performance of the company. Given its significance, many researchers have conducted several studies to investigate the impact of board structure on financial performance. Despite the extensive exploration of this relationship, there is no conclusive idea and there are incongruous findings relating to the topic of board structure and financial performance not only in the global context but also in the Sri Lankan context, especially for manufacturing companies. This study mainly focuses on the impact of board structure on financial performance in listed manufacturing companies in Sri Lanka with the intention of filling the research gap regarding the field of board structure on financial performance. The study relies on secondary data that was gathered from the period from 2016 to 2021. Thirty (30) listed manufacturing companies in the Colombo Stock Exchange were selected as the sample of the study using simple random sampling. In addition, regression analysis was used to analyze the data while employing board size, CEO duality, and independent non-executive directors as independent variables and financial performance as the dependent variable which was measured using Return on assets and return on equity The findings reveal that board size had a significant negative impact on financial performance in connection with the theory of agency. However, CEO duality and the number of independent non-executive directors reacted perfectly with the financial performance as confirmed by the resource dependency theory. Therefore, this study assists companies in customizing their board structure which suits their requirements and offers valuable insight for enhancing corporate governance practices in Sri Lanka.
Agility for Competitive Performance, Driven by Digital Technologies: A Systematic Literature Review with Special Reference to the Apparel Supply Chain
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Emmanuel, S.; Jayarathne, A.; Herath, R. P.
One emerging theme in the practitioner literature argues that the future supply chain will be agile and produce significant supply chain competitive performance advantages despite the world becoming more complex and uncertain. Achieving supply chain competitive performance is made possible in large part by developments in digital technologies. This systematic review paper aims to determine how agility and digitalization affect supply chain performance. A comprehensive literature review was done, covering the years 2005 through 2022, and it included the analysis of 149 articles. The results highlight the connection between supply chain competitive performance and digital technology, information, and agility. The evaluation also highlights the significance of addressing opportunities and challenges in the supply chain with such technology and abilities. A fresh model of supply chain performance and agility is presented for study. The authors of this ground-breaking study systematically reviewed the literature that links agility and digitalization to competitive performance. This research will aid apparel industry professionals in planning for the future of the supply chain and provide researchers with a framework for foreseeing the role that digital technologies will play in that chain.
Do Exchange Rate and Inflation Impact Foreign Portfolio Inflows of Colombo Stock Exchange? An Analysis under Covid-19 Pandemic
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Dissanayake, D. A. S. D.; Gunasekara, A. L.
The purpose of this research is to examine whether the foreign exchange rate, inflation, and COVID-19 impact Foreign Portfolio Inflows to the Colombo Stock Exchange Sri Lanka. This Study uses secondary monthly time series data from 2015 to 2022. The independent variables of this study are changes in exchange rate, change in inflation and the COVID-19 dummy variable. The dependent variable is the change in Foreign Portfolio Inflows (FPI). The VAR model and Granger-Causality test are applied to test the relationship between inflation, exchange rate, COVID-19 and FPI. The VAR model shows that COVID-19, exchange rate and inflation have a no significant impact on current change in FPI. Granger Causality Test show that there is a one-way relationship between Inflation and the current change in FPI. This study concludes that the exchange rate does not impact current change in FPI and the impact stems from inflation on FPI is weak. This study is one of the first attempts to investigate whether the exchange rate, Inflation rate, and covid-19 impact Foreign Portfolio Inflows in Sri Lanka under Covid-19. Future research is needed to examine the relationship using other variables like oil price, domestic institutional investment, GDP, etc.
Impact of Organizational Cynicism on Organizational Commitment and Mediating Role of Job Embeddedness: Evidence from ABC Military Organization
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) De Silva, A. M. D. A.; Buddhika, H. J. R.
The concept of organizational cynicism in the workplace is characterized by frustration and disillusionment as well as negative feelings toward and distrust of a person, group, social convention, or institution. The effects of organizational cynicism were reported as a lack of organizational commitment and citizenship. Also, previous research has shown that cynicism reduces organizational commitment. The basic objective of this study is to assess the mediating impact of job embeddedness on the relationship between organizational cynicism and organizational commitment of officers in ABC Military organization and the specific objectives were derived to support the basic objective. The underpinning theory of social exchange theory was able to validate the relationship between organizational cynicism, organizational commitment, and job embeddedness. The study is cross-sectional, and the sample selection is based on stratified random sampling. Data collection is based on a selfadministered structured questionnaire. The study findings revealed that there is a negative impact of organizational cynicism on organizational commitment, the negative impact of organizational cynicism on job embeddedness, and the positive impact of job embeddedness on organizational commitment. As the implication of the study, focused on the ABC Military organization observing how organizational cynicism changes the negative behavior of their officers towards commitment.
Assessment of Local (Domestic) Preference Adaptability in the Public Procurement Process for the Health Sector in Sri Lanka to Promote Local Economic Growth: A Survey-based Study
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Dinesh, K. L. S.; Liyanage, P.; Wijeyaratne, W. M. D.
In Sri Lanka (SL), public procurement guidelines should be followed by all public institutes, when procuring goods, works, or services. There are multiple guidelines relevant to be followed for this purpose to ensure the value for money of the public procurement process. The Ministry of Environment, Sri Lanka has passed a national policy on sustainable consumption and production for Sri Lanka and two sections are allocated for public procurement and Health. According to the policy document, the Ministry of Health should ensure sustainable consumption practices in the health sector to be transformed into green work settings by 2030. Adoption of those green and SPP public procurement would maximize the value of public money while minimizing damage to the environment and maximizing economic, and social benefits to the public health sector in Sri Lanka. The Local preference is applicable for public procurement in Sri Lanka, where applicable. The Domestic preference supports the capacity development of local businesses of the home country, while able retain the public money within the country as it allows preference for local bidders when evaluating bids. The level of adaptability of this concept in the health sector, in Sri Lanka is accessed in this paper based on the survey conducted.
Impact of Switching Barriers on Consumer Intention to Purchase Ecofriendly Products within Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Hewage, K. G. I.; Ranaweera, H. R. A. T.
The modern consumer is keener on eco lifestyle. Using the theoretical lens of the theory of planned behavior, this current research seeks to examine the impact of switching barriers on consumers’ intention to purchase eco-friendly products. The research adopts an explanatory quantitative approach followed by a survey conducted by a structured questionnaire with 200 consumers. Accordingly, we identified a positive relationship between the high price, poor quality, high cost of purchase, lack of green advertising, low quality of information, and negative social norms on consumers’ purchase intention of eco-friendly products. However, no significant relationship was identified between negative attitudes and purchase intentions. Further consumers’ environmental knowledge was found to be affected as moderators with poor quality, high cost of purchase, low quality of information, negative social norms but not with the high price, and lack of green advertising. The findings of the study will support future businesses, governments, and individuals to take action to identify the strategies by examining the purchase intention. As this current research was limited to a quantitative study with a limited number of variables, future research, particularly with a large sample size can provide further insights.
Workplace Phubbing and Organizational Embeddedness: A Conceptual Paper
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Malalage, G. S.; Karunarathne, R. A. I. C.
Despite the increasing reliance on the internet and mobile devices while giving less attention to companions which is known as pubbing, very few studies have explored workplace phubbing and its outcomes, in particular, organizational context. The aim of this study is to develop a conceptual model to increase our understanding of workplace phubbing and organizational embeddedness. Based upon Social Exchange Theory, embeddedness literature and congruence concept, we developed a conceptual model. The model delineates how (in)congruence effect of employee (self) and supervisor (other) phubbing influence on employee embeddedness through selfefficacy. We propose that the congruence effect of supervisor and employee phubbing significantly influence employee self-efficacy. Moreover, we propose that this effect is higher when employee phubbing is higher than supervisor phubbing. In addition, we postulate that workplace phubbing influence on organizational embeddedness through self-efficacy. Thus, this study aims to contribute to the existing literature by proposing the simultaneous effect of employee and supervisor phubbing on selfefficacy and organizational embeddedness. We recommend future researchers to test this model with empirical data.
Google Classroom as a Pedagogical Tool for Research Supervision: Case Study of Undergraduate Students’ Perceptions and Experiences
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Chathuranga, M. M. N.
This study explores the perceptions and experiences of students in a blended research supervision context facilitated through Google Classroom. The Constructive Learning Theory is incorporated as a theoretical lens in this study. This empirical study takes the subjective stance often amalgamated into qualitative inquiry. Data collection was done through a structured questionnaire which includes open-ended questions urging to write descriptive answers. Those written responses were collected from seventeen respondents. Thematic analysis was incorporated as the method of data analysis. The study exposes that Google Classroom and face-to-face sessions for research supervision support the research students’ active learning role. While the student is at the heart of the learning process, the research supervisor supports constructivism by acting as a facilitator and advisor. Further, collaborative, and cooperative learning is improved in a blended environment, which is acknowledged as a crucial component of constructive learning. In the end, the students see Google Classroom as a practical, helpful, and efficient way to learn. Consequently, blended supervision is identified as a constructive mode of research supervision. Overall, this study will highlight how crucial it is to use e-platforms to create a constructive blended learning environment to improve student satisfaction and quality of learning.
Stimulants of the Perceived Customer Value of Rooftop Solar Photovoltaic Panels and its Impact on Intention to become a Prosumers through the Moderation of Innovative Energy Consumption in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Ratnasingam, G.
The global recognition of unsustainable energy sources has propelled the need for a shift toward sustainable energy sources at the household level, necessitating a social change. This study seeks to explore the motivating factors that drive Sri Lankan households to become prosumers by generating electricity through photovoltaic solar panels. Key stimulants include the need for power, economic factors, and an interest in solar power. The research will employ a questionnaire prepared as a Google Form and shared with the public via an online platform. This study holds significance in guiding marketers and policymakers to develop strategies for attracting potential consumers and alleviating the strain on the national grid. Additionally, the findings may provide valuable insights into consumer behavior and the adoption of renewable energy sources in Sri Lanka and other developing nations. While this study won't directly assess the impact of prosumers on energy consumption patterns and grid stability, it may pave the way for future research in this direction. The study is grounded in the Ecological Modernization theory and the Optimal Stimulation theory along with the concept of innovative consumption.