9th Student Research Conference in Marketing (SRCM) - 2025

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The Impact of Online Communities and E-Word of Mouth on E-Purchase Intention of Gen Z: The Mediating Role of E-Brand Trust in Online Fashion Industry Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, M. K. H.; Dissanayake, D. M. R.
This study examines the impact of online communities and electronic word of mouth (E-WOM) on e-purchase intention (E-PI) of generation Z consumers in Sri Lankas online fashion industry with the mediating effect of e-brand trust (E-BT). The research aims to address the gap in understanding how gen Z consumers influenced by digital interactions in making e-purchase decisions in the context of Sri Lanka’s e-commerce and other online fashion sector, by analyzing the interactions of online community engagement and electronic word of mouth credibility and e-brand trust the study provides insights in to factors which drive online purchase behavior of gen z’s addressing the key problem of building e-brand trust and engagement in the competitive online fashion market. The study followed a quantitative research design, and survey data were collected through a self-administered questionnaire from selected sample of 305 individuals who represents the Gen Z consumers who shop for fashion items online and residing at all the provinces in Sri Lanka majoring the western province. The final dataset was analyzed by using SPSS-23 version. The statistical analysis found a significant positive impact of electronic word of mouth on e-purchase intention and the e-brand trust mediates the relationship between electronic word of mouth and e-purchase intention. Furthermore, it revealed that online communities also have a significant positive impact on e-purchase intention and e-brand trust mediates the relationship between online communities and e-purchase intention. The study highlights the pivotal role of electronic word of mouth as a digital tool for fostering digital trust and encouraging purchase intentions in digital platforms in the competitive online fashion industry, The sample is limited to gen Z consumers in Sri Lanka confining the generalizability of findings to the other demographics or regions and also the study focuses on the online fashion industry leaving the scope to explore the other ecommerce sectors. The study contributed to the theoretical knowledge by expanding the understanding of electronic word of mouth and online community dynamics in influencing gen Z's electronic purchase intentions in the relevant context. The findings paved the way for actionable insights for marketers emphasizing the need to build strong online communities and leveraging credible electronic word of mouth to enhance the e-brand trust and drive sales acquisitions to acquire a new consumers by highlighting gen Z as a main key area to consider, making digital presence more active than ever with significant impact to potential growth of business by leveraging digital assets effectively, Study could explore the comparative studies across different demographics or investigate other industries to validate and expand these findings. This research fills the gap in the existing literature and provides valuable insights to organizations that use digital platforms majoring in social media as communication tools.
The Influence of Facebook User-Generated Content on E-Brand Loyalty with the Mediating Effect of Perceived Brand Authenticity with Special Reference to the Cosmetics Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Malshani, L. L. D. T.; Subasinghe, S. M. A. N. M.
User-generated content has become a more discussable factor in digital marketing. Businesses have taken UGC as a key consideration as it may affect the business in a positive way as well as in a negative way. Marketers are looking for strategies to mitigate the negative effects of UGC while improving the positive effects of UGC. To have long-term relationships, loyalty businesses must make their customers feel connected with their brands while providing them with authentic products and services. Present study studies the influence of Facebook user-generated content on e-brand loyalty while concerning the mediating of perceived brand authenticity. The main objective of the study is to analyze the influence of Facebook user-generated content on e-brand loyalty in the cosmetics industry in Sri Lanka. This study adopts an explanatory research design, guided by the positivist research philosophy. A deductive approach is employed, utilizing quantitative data. The research follows a cross-sectional design, with data collected through an online questionnaire. Primary data was obtained from 387 respondents residing in the Western Province of Sri Lanka. A non-probability sampling method, incorporating both convenience and judgmental sampling techniques, was used to construct the study’s sampling framework. Data analysis was conducted using IBM SPSS version 30, employing descriptive statistics, frequency analysis, correlation analysis, and regression analysis. Few studies have focused on the relationships between UGC and e-brand loyalty or considered the mediating role of PBA. Most studies are focused on industries such as fashion; therefore, the cosmetics industry, especially in Sri Lanka, remains highly under-researched. This research, therefore, tries to fill this gap by examining how Facebook UGC affects the e-brand loyalty of Sri Lanka's cosmetics industry, with PBA as a mediating factor. This study established that UGC about Facebook was important in increasing both e-brand loyalty and perceived brand authenticity of cosmetics in Sri Lanka. UGC has been seen to affect the consumers' perception of the authenticity of a brand and directly lead a consumer to be loyal to the brand. On the contrary, perceived brand authenticity was a very important driver of e-brand loyalty; hence, it is of strategic importance to brands. The analysis also confirmed that perceived brand authenticity mediates the relationship between UGC and e-brand loyalty, serving as a kind of bridge that will ameliorate the connection between engaging and relatable content on one side and customer loyalty on the other. The limited availability of industry-specific reports in Sri Lanka was a challenge. It also focused on the Western Province only because of time constraints and the ease with which data is available, which may affect generalization across other regions or contexts. This dependence on quantitative approaches ruled out qualitative information. The structure of the study also had a general relationship without considering the sub-constructs; this also opens an avenue for further research at a more detailed level. It confirms that dimensions of UCG, such as trustworthiness, transparency, and quality, are of great relevance. It calls on marketers to encourage consumers to create favorable content on some form of stimulus, such as through reductions. Managers have to respond to negative responses constructively, build authentic brand experiences, and ensure communications are being sent across consistently. Future research gaps have been identified to study e-brand loyalty in other industries, test the relationships of sub-constructs, and adopt qualitative methods to gain more detailed insights. Furthermore, studying UGC beyond geographical constraints and investigating specific UGC types may yield more insightful information to help marketers use UGC properly to foster brand growth.
Effect of Perceived Quality Assurance on Customer Loyalty in Automobile After-Sales Services: Investigating the Mediating Role of Customer Relationship Management
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, G. M. V. D.; Jayawardene, S. M.
This research investigates the impact of perceived quality assurance (PQA) on customer loyalty (CL) in the automotive after-sales service sector in Sri Lanka, focusing on the mediating role of customer relationship management (CRM). Sri Lanka’s unique market dynamics, marked by high vehicle ownership costs and reliance on after-sales services, create a critical need for customer retention strategies. This study addresses the discrepancies in the literature regarding the mediating role of CRM in strengthening the relationship between service quality dimensions touch, reliability, responsiveness, assurance, and empathy and customer loyalty. Previous scholars have highlighted how integrating quality assurance practices and CRM contributes to sustainable customer engagement and loyalty. In developing countries such as Sri Lanka, the quality of after-sales service is critical for automobile customer loyalty because vehicles are often repaired and used for a long time due to the high purchase cost. Hence, the engagement of automobile customers with aftersales services is very high in countries such as Sri Lanka. However, there is a dearth of knowledge regarding how CRM activities mediate the relationship between perceived service quality and customer loyalty of automobile aftersales industry. Therefore, this research aims to examine the relationship between perceived quality assurance and customer loyalty in automobile aftersales services with special reference to Sri Lanka. A quantitative research approach was adopted using a structured survey distributed to a sample of 400 vehicle customers in Sri Lanka. Data collection targeted key dimensions of service quality, CRM practices, and loyalty indicators. Statistical analysis, including descriptive statistics, correlation, and regression analysis, was performed using SPSS software. Hypotheses were developed based on a conceptual framework integrating PQA, CRM, and CL and were tested to determine the strength and direction of relationships among the variables. The results confirm that all dimensions of perceived service quality significantly affect customer loyalty, with assurance and reliability showing the highest impact. CRM emerged as an important mediator, enhancing the impact of reliable quality assurance on loyalty. The findings are consistent with the existing literature, highlighting the importance of service quality dimensions in driving loyalty while expanding knowledge by emphasizing the mediating role of CRM. This study reaffirms the need to integrate robust CRM systems to bridge quality gaps and develop deeper customer relationships. Demographic results indicated that most of the participants were male, had been associated with service providers for more than seven years and lived in the western Province. Cronbach’s Alpha and KMO values were applied to assess the internal reliability and validity of items: all Cronbach’s Alpha values, and all KMO values were above the accepted criteria. Pearson coefficient yielded positive correlation between responsiveness, empathy, and customer loyalty where responsiveness and empathy were most correlated with each other with correlation coefficients higher than 0.7. Estimated results of the regression analysis showed that perceived quality assurance had a very significant positive influence on the dependent variable, customer loyalty and mediating role of CRM. As the table of model summary statistics presented, the R squared values were 0.629 meaning high explanatory power. The overall model indicated the values of B = 0.994 and the significance value of 0.000 for confirming all hypothesis. The study’s reliance on cross-sectional data limits its ability to observe long-term dynamics of customer loyalty. Given the self-reported nature of the data, social desirability bias may affect survey responses. In addition, the single market – Sri Lanka – limits the generalizability of the findings to other geographic contexts or industries. Future studies could address these limitations through longitudinal designs and multi-market comparisons. Theoretically, this research contributes to the limited knowledge on the mediating role of CRM in the PQA-CL relationship in developing economies. In practice, it provides actionable insights for automotive service providers in Sri Lanka, emphasizing the integration of quality assurance and CRM to improve customer satisfaction and loyalty. Recommendations include standardizing service quality delivery, investing in CRM training, and leveraging data analytics to personalize customer interactions. These steps can guide practitioners in designing effective after-sales strategies. Future research could explore digital CRM tools and evolving customer expectations in the automotive sector.
The Impact of Consumer Attitudes on Green Investment with Reference to the Investment Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayathilake, G. H. S. Y.; Patabendige, S. S. J.; Sivasangari, Y. K.
This research investigates the impact of Consumer attitudes of green investment in Sri Lanka. Positioned within the context of the Sri Lankan economy the research explores the individual green investment opportunities and how it affected by consumer attitudes with effective marketing strategies. This research examines how consumers perceive their tendency to invest in green investments born from the green concept instead of making personal investments through the usual traditional methods such as savings, fixed deposits, and asset purchases. This also aims to see how far consumer opinions and habits have changed regarding green investments, especially after the global pandemic season. The study adopts a deductive approach, employing a structured questionnaire survey to collect data from 399 participants within the employed population of Sri Lanka. However, although consumer life is a very wide area, for this study, the previous researchers have identified four basic habits that can fully summarize the consumer life and analyzed the relationship under those four. Surprisingly, the findings reveal a positive association between these variables, suggesting that individuals in green investment with the attitudes of environmental conciseness, environmental responsibility, health consciousness and social influence. A notable finding of this study reflects a clear difference in response to green investments by gender. A relatively higher contribution is shown especially in the male population. The finding here is that under the concept of green, through an investment, consumers consider their own financial benefits rather than environmental benefits. Moreover, it highlights the expectation and motivation to green investment at an individual level. Where individuals perceive their own decisions and opinion about green investment which leads to increased consumer attitudes. Managerially, the research underscores the need for green marketing strategies, considering the interplay between consumer attitudes and green investment. Also, due to the lack of a specific theory or defense for green investment, this study describes the understanding and belief of general consumers about it. In some very limited green investment research done in Lanka, it has been raised that consumer skepticism affects green investments a lot. The implication of this study is to correctly identify the significance of consumer habits such as social influence and the relationship with green investments and provide a correct guide to avoid that skepticism. This study provides an understanding of the behavior of consumers to green investment projects based on sustainability instead of traditional investment methods for the needs of their life as an individual consumer such as investment and savings.
Impact of BNPL services on Consumer’s Impulsive Buying Behavior of Generation Z with Special Reference to the E-Commerce Platforms in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayarathne, W. K. H.; Mirando, U. J.
Buy Now Pay Later (BNPL ) Services have emerged as a transformative payment method in the e-commerce sector, enabling consumers to make instant purchases with differed payments often without interest, Despite global studies highlighting BNPL’s impact on impulsive buying behavior, there is a lack of empirical studies examining how these services influences Generation Z consumers in Sri Lanka’s unique socio-economic and cultural Context, creating a significant empirical derivation. Furthermore, while BNPL services consume convenience and e-commerce growth, many platforms fail to address the risks of overconsumption and financial strain among young users, representing a critical performance gap. This study adopts a positive philosophy, emphasizing objective measurement and hypothesis testing to explore the relationship between BNPL services and impulsive buying behavior among Generation Z consumers. The study employs a deductive approach, beginning with established theories and frameworks to develop hypotheses, which are then tested using quantitative data. A cross-sectional research design is utilized, collecting data at a single point in time through a structured online questionnaire targeting individuals aware of or using BNPL services on Sri Lankan e-commerce platforms. The methodology ensures a systematic exploration of the phenomena within the defined timeframe providing insights into the behavioral patterns of the targeted demographics. The target population for this study comprises Generation Z consumers in Sri Lanka who are aware of or use BNPL services on e-commerce platforms. A non-probability convenience sampling technique was employed to gather data from respondents who were easily accessible and willing to participate. Using an online sample size calculator, the required sample size was determined to be 384 respondents. However, 369 responses were collected, and 354 valid responses were analyzed after screening. Data was collected through self-administrated questionnaire designed to measure the influence of BNPL features such as convenient payment systems, flexible repayment options and accessible credit mechanisms on impulsive buying behavior. The questionnaire utilized a 5-point Likert scale to capture respondents’ levels of agreement with various statements and was pre-tested to ensure clarity and reliability. The Collected data was analyzed using SPSS software to perform descriptive statistics, hypothesis testing and reliability checks ensuring robust insights into the relationships among the study variables . The study reveals a significant positive relationship between BNPL service features, convenient payment systems, flexible repayment options, and accessible credit systems and impulsive buying behavior among Generation Z consumers Sri Lanka, Flexible repayment plans emerged as the most influential factor driving impulsive purchases, highlighting the psychological appeal of deferred payments without immediate financial burdens. Convenient payment systems also played a crucial role by simplifying transactions and reducing perceived purchasing barriers. Accessible credit mechanisms. Such as minimal credit checks and interest-free installments. Empirically, the study addresses the gap in localized research by offering insights into the unique behavioral dynamics of Sri Lankan Gen Z consumers. These findings expand the global understanding of BNPL’s impact in emerging markets, highlighting the interplay between socioeconomic conditions and digital consumer behavior. The study’s insights are particularly relevant for policymakers aiming to regulate BNPL services in a way that balances consumer welfare with market growth. The study’s limitations provide avenues for further exploration. The cross-sectional design precludes insights into longitudinal changes in consumer behavior, such as evolving preferences or long-term financial impacts of BNPL usage. Additionally, the use of convenience sampling may limit the generalizability of findings to the broader Sri Lankan Gen Z population. Future studies could employ longitudinal designs and probabilistic sampling methods to capture more representative data. Qualitative approaches, such as interviews or focus groups, could complement the quantitative finding by uncovering deeper psychological motivations behind impulsive buying. Furthermore, the future could explore how other variables, such as social media influence, marketing strategies, and individual financial literacy levels, interact with BNPL services to shape impulsive purchasing behavior. Expanding the geographical scope to include other emerging markets could also provide comparative insights into cultural and economic influences on BNPL adoption
Investigating the Impact of Seasonal Advertising on Consumer Buying Attitudes During the Festival Season: The Mediating Role of Spiritual Insights in the FMCG Industry in Sri Lanka.
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Rajapaksha, K. P. G. M.; Bandara, B. S. S. U.
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.
The Impact of Packaging on Consumer Buying Intention in Green Skin Care Products Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Weerasinghe, D. D. A. T. B.; Weerasiri, R. A. S.
This study focuses for the investigate “The Impact of Packaging on Consumer Buying Intention in the Green Skin Care Products Industry in Sri Lanka". Product packaging plays a huge role in inducing people to purchase the product. Therefore, packaging as a silent marketing tool, this study focuses on exploring which elements of packaging affect purchasing intention. Researcher used quantitative method and sample size is 387 between 18 and 45 years of age, residing in the Western Province of Sri Lanka. Researchers created questionnaires including the Likert scale questions to identify the relationship between independent and dependent variables. Furthermore, Researcher used the SPSS software to analyze the collected data. The results highlight that all six elements of packaging have a significant impact on consumer purchase intention. Such as package color, package material, design of wrapper, printed information, innovation and size & shape have positive relationship with consumer buying intention in green skin care industry. Researchers must face some limitations while conducting this study. Because researcher must select small sample size to collect data, and all findings are based on the people who are living in the western province Sri Lanka. Therefore, these findings only provide the impact the packaging on consumer buying intention in green skin care industry in western province. This will be further compounded in that the data in the questionnaires are self-reported and may reflect socially desirable responses from the respondents, rather than real preferences. The very small sample size greatly hinders the generalizability of the findings, therefore pointing to a wide-ranging study in order to see whether such findings do hold. This has quite practical implications for green skincare manufacturers and marketers. It shows that color, material, wrapper design, printed information, innovation, and size/shape of packaging factor highly in consumer purchasing decisions. With these insights, the branding of green skincare can create packaging that appeals to customers and communicates the brand's eco-friendly values. For example, the selection of eco-friendly materials and innovative designs can add to the product's environmental appeal, while colors and printed details can be used to build trust and emotional connections. In the competitive marketplace, manufacturers will have a distinctive product by aligning packaging strategies with consumer preferences, leading to loyalty and repeat purchases. It would also reinforce relationships with green consumers by focusing on recyclable or biodegradable packaging. Such findings could be utilized in the design of marketers' campaigns to show how packaging supports green values, improving brand credibility and increasing customer engagement in the environmentally aware market segment.
Influence of Social Media Advertising on Travel Decisions with the Moderating Effect of Travel Motivation; Study on Millennials and Gen Z
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sandakulani, A. M. Y.; Dissanayake, D. M. R.
Millions of people around the world have been using social media to both inspire and plan their travel destinations. Perhaps, it is safe to assume that millennials and Gen Z are heavily reliant on social media influencers for their travel decisions. The purpose of this is to look at the effect of social media advertising on travel decisions and how travel motivation acts as a moderator. Furthermore, it investigates other ad elements specifically addressing how ad formats, Ad content, and ad engagement affect travel decision choices made by people, thus bridging an existing gap in the current body of literature about the subject of advertising. This study produced primary data through a structured questionnaire and convenience sampling from 434 respondents in a quantitative manner. In particular, descriptive statistics, correlation, and regression analysis consisting of 30 in IBM SPSS Statistics were used in data analysis, to provide a clearer interrelationship of variables in question. The findings concluded that travel decisions are affected by social media advertisements. This study was able to identify certain elements of advertising and marketing, such as ad content, engagement, and format which are influential when connecting consumers' behaviour with marketers. Even more, travel motivation was found to moderate the connection and thus increase the usefulness of social media advertising effectively to influence travel behavioral decisions. This study is limited by reliance on convenience sampling and self-reported information, which may introduce biases. Further, the focus on Millennials and Gen Z in a specific geographical area limits the generalizability of the findings to other demographic groups and settings. Conclusively, this study contributed to both theoretical and practical implications aligning social media advertising approaches with user preferences and motivations. Businesses operating in the travel industry could use the insights to develop tailored campaigns that could increase engagement, influence travel decisions, and foster long-term loyalty. Future research will examine the effects of emerging digital platforms and include a range of demographic and cultural settings to increase the generalizability of these findings.
Role of Ambience Marketing on Purchase Intention towards Fashion Brands: Investigating the Mediating Effect of Store Brand Love among Gen Z in Western Province Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Neshani, W. A. K.; Jayawardene, S. M.
The fashion retail industry is a significant and evolving industry that is heavily reliant on store ambience for in-store sales. Therefore, store ambience is often a mechanism for fashion retailers to offer unique experiences to their consumers and thereby craft a competitive advantage. However, there is a dearth of knowledge regarding how ambience marketing impacts purchase intention towards fashion brands while considering the mediating effect of store brand love among Gen Z customers in Western Province, Sri Lanka. The present study examines the role of ambience marketing on purchase intention towards fashion brands while investigating the mediating effect of store brand love among Gen Z customers in Western Province, Sri Lanka. This study addressed the discrepancies by examining the key elements of store ambience such as lightning, music, scent, and store layout selected as the independent variables, and store brand love was identified as the mediator to purchase intention. A quantitative study was conducted, and 398 responses were gathered from Gen Z customers in Western Province using a structured questionnaire. The data was analyzed using descriptive statistics, correlation, and regression tools within the Statistical Package of Social Science (SPSS) software to explore the relationship between independent, dependent, and mediating variables. The present study findings indicate that ambience marketing elements such as lightning, scent, and store layout are statistically significant to the purchase intention. Furthermore, the mediator was also significant to ambience marketing and purchase intention. However, music does not significantly impact the purchase intention. When comparing the beta values of independent variables scent and store layout had a relatively stronger causality to purchase intention than lighting. These findings indicate the significance of ambience marketing elements in enhancing the purchase intention while fostering store brand love. The present study findings align with the previous findings on ambience marketing and purchase intention but offer new insights related to Gen Z customers concerning store brand love Western Province in Sri Lanka. The present study is geographically limited to the Western Province of Sri Lanka and concentrates solely on Gen Z customers. Therefore, it limits the generalizability of its findings to other countries and demographics. Furthermore, the study examines four ambience marketing elements such as music, lighting, store layout and scent. The present research was conducted as a cross-sectional study, so its findings are limited to a specific period. The present study includes theoretical and practical implications in the fashion retail sector recognizing Gen Z customers in the Western Province of Sri Lanka. Stimulus organism response (S-O-R) framework and theory of planned behavior theoretically indicate how ambience marketing elements impact purchase intention while triggering emotional attachment like store brand love. These findings indicate how cognitive and emotional aspects impact ambience marketing and consumer behavior. Furthermore, the study offers feasible strategies and findings to broaden the existing knowledge regarding ambience marketing and provide valuable insight for fashion retailers to enhance customer experience while creating store brand love which affects purchase intention. Therefore, the study recommended improving store layouts with better navigations, visually appealing designs, and technological improvements aligned with seasons when utilizing scents spreading fresh, natural, and thematic aromas that incorporate their brand image, through lighting strategies improving lighting with diverse designs, fashion retailers can use cool and warm tones relevant to special seasons to offer a welcoming store environment, which reflects the preferences of Gen Z customers. As music does not significantly impact purchase intention fashion retailers need to understand regional preferences of music which resonate with Gen Z customers. The present study can expand into further studies by exploring additional ambience marketing elements such as temperature, color and service quality, exploring new demographics such as baby boomers and millennials. Future research also needs to explore the impact of digitalization such as augmented reality and virtual reality experiences in store ambience. Furthermore, the present examines other industries such as hotels, restaurants, and cafeterias. Present research can explore different regions and to get better findings this research can be conducted as a qualitative and longitudinal study.
Unlocking the Power of Buy Now Pay Later (BNPL) Apps: How Attitude Shapes Gen Z's Impulsive Buying in Sri Lankan Online Clothing Market in the Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kandewaththa, K. H. A.; Karunanayake, R. K. T. D.
This study explores the relationship between intention to use Buy Now Pay Later (BNPL) services and impulse buying behavior among Generation Z consumers engaged in online retail clothing purchases in Sri Lanka’s Western Province. The research is particularly relevant in developing economies where BNPL has emerged as an alternative payment method, offering financial flexibility to young consumers. In this context, attitude serves as a mediating variable, shaping the link between BNPL adoption and impulsive buying tendencies. The study is grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, assessing how performance expectancy, effort expectancy, social influence, and facilitating conditions drive BNPL adoption and its subsequent impact on impulse buying behavior. A quantitative research design was adopted, with 427 Generation Z respondents selected via convenience sampling from Sri Lanka’s digital payment user base. Data was gathered through an online structured questionnaire and analyzed using IBM SPSS, employing descriptive statistics, correlation analysis, and multiple linear regression to test the hypotheses. Reliability and validity tests ensured the robustness of the findings. Results indicate that attitude significantly mediates the relationship between BNPL services and impulse buying behavior. Consumers who perceive BNPL as a convenient and low-risk payment method exhibit higher impulsive buying tendencies. Moreover, Generation Z consumers demonstrate a strong awareness of BNPL services, with their adoption linked to payment flexibility, which encourages impulse-driven purchases. These findings align with trends observed in Western markets while also highlighting unique cultural and economic characteristics specific to Sri Lanka. Despite its contributions, the study has certain limitations. It relies on self-reported data, which may introduce social desirability bias. Furthermore, its focus on the online retail clothing industry and the Western Province restricts the generalizability of findings to other regions and industries. From a practical perspective, the study provides valuable insights for online retailers and BNPL providers, suggesting the need to refine marketing strategies that appeal to Generation Z consumers while promoting the responsible use of BNPL services. From a theoretical standpoint, this research advances the understanding of payment systems and consumer behavior in emerging economies, particularly the role of BNPL in shaping impulse buying tendencies. For policymakers, the study underscores the importance of consumer protection measures to ensure ethical and sustainable BNPL adoption. Future research should explore cross-cultural and cross-industry perspectives, as well as longitudinal trends in BNPL usage, to better understand its evolving impact on consumer behavior.
The Impact of Social Media Marketing Activities on Customer Purchase Intention of Used Passenger Cars, The Moderating Role of Customer Engagement with Special Reference to Car Dealership Agents
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sudarshana, S. M. A.; Gunawardane, W. A. D. N. R.
With substantial contributions to GDP and employment, Sri Lanka's automotive industry is an essential economic sector that includes both vehicle assembly and component manufacture. Import limitations on new automobiles have caused consumers to shift their attention to used passenger cars. The used automobile market has difficulties using digital technologies to adapt to shifting consumer tastes. As customers increase in the use of digital platforms to make decisions, traditional marketing strategies are becoming less and less effective.Social media marketing activities (SMMAs) have a impact on consumer engagement and purchase intent. The study emphasizes the car industry's transition from conventional to digital marketing, highlighting the ways in which social media sites like Facebook and Instagram may change consumer interaction and buying patterns. Convenience sampling was used to gather data from 385 respondents and the study found strong internal consistency and validity for all variables, including SMMA and purchase intention. . The study highlights the importance of social media marketing in influencing customer purchase intentions in the Sri Lankan automobile industry, especially for used passenger car buyers.
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.
The Impact of Greenwashing on Brand Trustworthiness of the cosmetic industry in western province Sri Lanka: The Mediating Role of Environmental Consciousness
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Krishantha, G. H. H. S.; Udovita, P. V. M. V. D.
With the rising demand for eco-friendly products in Sri Lanka, particularly in the Western Province, the cosmetics industry has witnessed a shift towards sustainable and organic offerings. However, greenwashing—misleading marketing practices that exaggerate a brand’s environmental efforts—has raised concerns about brand trustworthiness. This study examines the impact of greenwashing on brand trust in the Sri Lankan cosmetics industry, emphasizing the mediating role of environmental consciousness. It hypothesizes that consumers with higher environmental awareness are more negatively affected by greenwashing, leading to reduced trust in cosmetic brands. A quantitative research approach was employed, using a structured questionnaire to collect data from a sample of consumers in the Western Province. The survey assessed consumer perceptions of greenwashing, environmental awareness, and brand trustworthiness. Statistical analyses, including regression analysis, were conducted to examine relationships between variables and evaluate the mediating role of environmental consciousness. The results indicate that greenwashing has a significant negative impact on brand trustworthiness. Additionally, environmental consciousness partially mediates this relationship, suggesting that consumers with higher environmental awareness are more sensitive to greenwashing’s adverse effects on brand reputation. These findings underscore the importance of transparency in sustainability claims and the need for genuine environmental practices to maintain consumer trust. The study is geographically limited to Sri Lanka’s Western Province, restricting the generalizability of findings to other regions or industries. Additionally, the cross-sectional research design limits the ability to establish causal relationships over time. The findings provide valuable insights for multiple stakeholders. Consumers will gain awareness of greenwashing tactics, enabling them to make more informed purchasing decisions. Cosmetic brands can use these insights to develop authentic, sustainability-driven marketing strategies that enhance trust and credibility. Policymakers can leverage the findings to implement regulations that discourage greenwashing and promote genuine eco-friendly business practices.
Exploring The Impact of Ai Chatbots on Brand Consideration in The Sri Lankan E-Commerce Industry: The Moderating Role of Consumer Emotions
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Neeliya, M. D. S.; Karunanayake, R. K. T. D.
This study investigates the influence of Artificial Intelligence (AI) chatbots on brand consideration within Sri Lanka’s rapidly expanding e-commerce sector. It examines how consumer interactions with AI-powered chatbots impact their brand evaluation and decision-making processes. Additionally, the study explores whether consumer emotions moderate the relationship between chatbot interactions and brand consideration, offering insights into the emotional dynamics of digital consumer engagement. A quantitative research methodology was adopted, utilizing an online survey distributed to a stratified random sample of 384 Sri Lankan consumers aged 20 to 45 years who had interacted with AI chatbots on e-commerce platforms within the past six months. The study incorporated primary data on consumer perceptions, attitudes, and behaviors related to chatbot interactions, supplemented by secondary data from academic literature and industry reports. Data analysis included descriptive statistics, correlation analysis, and regression analysis, conducted using IBM SPSS Statistics 25 Findings from the regression analysis reveal that AI chatbots account for 79.0% of the variance in brand consideration (B = 0.814, p < 0.05), confirming their substantial impact on consumer decision-making. However, the hypothesized moderating role of consumer emotions was not supported (B = 0.0004, p = 0.9851), indicating that chatbot interactions influence brand consideration independently of emotional factors. These results suggest that Sri Lankan e-commerce businesses should prioritize AI chatbots’ technical efficiency, reliability, and functionality rather than attempting to tailor chatbot interactions to consumer emotions. Businesses would benefit from developing AI chatbots that provide clear, consistent, and value-driven interactions rather than focusing on creating emotionally nuanced experiences. From a theoretical perspective, this study enhances the Customer-Based Brand Equity (CBBE) model by emphasizing AI chatbot interactions as a key driver of brand consideration. It also refines Brand Personality Theory, illustrating how AI chatbots can convey brand attributes and influence consumer perceptions without relying on emotional engagement. Practical implications suggest that Sri Lankan e-commerce businesses should invest in technically robust and user-friendly AI chatbots to enhance consumer engagement and brand perception. Additionally, policymakers and digital marketplace stakeholders should consider these findings when promoting responsible and effective AI integration in the e-commerce sector. Despite its contributions, the study has certain limitations. The cross-sectional design restricts the ability to assess long-term behavioral changes among consumers. Moreover, reliance on self-reported data introduces the potential for response bias. The study also does not account for individual chatbot features or advanced emotion measurement technologies, which may play a role in shaping consumer interactions. Future research could explore these aspects further, incorporating longitudinal approaches and experimental designs to deepen the understanding of AI chatbot effectiveness in digital consumer engagement.
Influence of Digital Storytelling on Consumer Engagement in the Sri Lankan Agarwood Personal Care Products
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dewmini, K. P. G. C. S.; Karunanayake, R. K. T. D.
This study examines the influence of digital storytelling on consumer engagement in Sri Lanka’s Agarwood personal care market, focusing on how cultural, emotional, and trust-based narratives shape consumer perceptions and behaviors. It explores the effectiveness of different storytelling formats—textual, visual, and video—in enhancing brand loyalty, emotional connection, and purchase decisions. Given the growing prominence of digital media in consumer interactions, this study provides insights into how niche brands, such as Agarwood personal care products, can leverage digital storytelling to establish stronger consumer relationships. A quantitative research approach was adopted, with data collected through structured questionnaires from 387 respondents aged 18 to 60 years across Sri Lanka. The research examined diverse demographic segments based on their exposure to digital storytelling initiatives. Data analysis, conducted using SPSS, assessed the relationships between storytelling formats, cultural and emotional narratives, brand loyalty, and purchase behavior. Findings indicate that cultural narratives significantly influence consumer perceptions, with multi-format storytelling proving more effective in driving higher engagement levels. Consumers exposed to storytelling that reflects their cultural values were more likely to develop an emotional connection with the brand, thereby strengthening brand loyalty. The study further highlights the role of trust in digital storytelling, emphasizing that emotional connectivity fosters long-term consumer-brand relationships. Despite its contributions, the study identifies key challenges facing Agarwood brands, including media fragmentation in Sri Lanka and limited resources for high-quality digital content creation. These findings underscore the need for a strategic approach to digital storytelling, focusing on authenticity and cultural relevance to enhance brand trust and consumer loyalty. From a theoretical perspective, this research advances the understanding of digital storytelling’s role in consumer engagement within niche markets. Practically, it offers valuable insights for marketers and brand strategists, emphasizing the importance of personalized and culturally resonant storytelling techniques in digital marketing strategies. However, the study has certain limitations. The findings are limited to the Sri Lankan Agarwood market, restricting their generalizability to other industries. Additionally, reliance on self-reported data introduces the possibility of response bias. Future research should explore cross-industry comparisons to determine the broader applicability of digital storytelling strategies. Longitudinal studies can also provide insights into the long-term impact of digital storytelling on brand trust and consumer engagement over time.
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 E-CRM on E-Loyalty with the Mediating Effect of E-Trust in Private Sector Banks in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Indunil, H. C. A.; Dissanayake, D. M. R.
This study aims to look at how E-CRM has an impact on E-Loyalty with E-Trust in-between, in the private sector banks within the Western Province of Sri Lanka. Given the great uptake of technology in the banking industry in delivering customer value, it was crucial to establish the factors influencing customer loyalty in an electronic context. This research utilizes a quantitative research strategy to test the proposed hypotheses through a survey that received 385 responses from participants who completed a structured online questionnaire, most of which was shared on social media platforms and email addresses. In general, this approach guarantees the inclusion of as many customer segments as it is possible to sample the Internet banking service targets. All collected data in this study were analyzed statistically using correlation, regression, and mediation analysis through the Statistical Program for Social Sciences (SPSS). The results indicate that E-CRM has a positive significance with E-Loyalty at 0.712 at a significance level less than 0.01 and positive significance with E-Trust at 0.650 and a significance level less than 0.01. Moreover, the findings show that E-Trust accounts for E-Loyalty in a highly positive manner (r = 0.662, p < 0.01). Analysis of the regression data shows that E-CRM accounts for 57.6% of the variations in E-Loyalty, which points out to a strong suggestion that efficient E-CRM strategies are central to customer retention in the developed digital banking environment. Effects mediation test also supports our hypothesis regarding E-Trust mediating effect between E-CRM and E-Loyalty because the BootLLCI was 0.146 and BootULCI was 0.332, in other words they were greater than zero. From this perspective, the present work enriches the general body of knowledge of customer relationship management, by proposing an expanded Technology Acceptance Model (TAM) that includes E-Trust as a crucial mediator within the context of digital banking. It stresses the features of openness, dependability, security, and responsibility in using and handling data as the foundation for gaining customers’ trust in an online world. The study’s insight holds the following major implications for practitioners in the banking industry, especially as it relates to the development of a sound E-CRM that can forge lifelong relationships with the customers. For this reason, E-CRM frameworks need to consist of various guidelines and policies that should be adopted by the bank’s managers including the integration of friendly interfaces, accordant security, and individual services for every customer. Also, the study explores how organizational relationship factors require customer-specific trust-building measures including promises, repeat communications, and other relationship building activities. These measures do not only add value to the customer but also offer competitive advantages such as growing the retention rates of customers and gaining more value holistically. Therefore, this study shows the possible impacts of E-CRM as a competitive weapon in the twenty first century to enhance customer loyalty. It outlines directions for applying E-CRM and E-Trust in the identified private sector banks in Sri Lanka to achieve sustainable development and competitiveness in the developing globalization environment. Conclusively, this study leads future studies to replicate the work to another industry and/or another geographic area of the world.
Impact of Advertising Appeals on Brand Loyalty; with Special Reference Milk Powder Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dilshan, M. G. A. A.; Weerasiri, R. A. S.
This study was conducted to identify the impact of Advertisement appeals on brand loyalty the Milk powder industry in Sri Lanka. The research shows how advertisement appeals emphasize brand loyalty within the sector. There are numerous advertisements developed for the milk powder sector. In this research, the researchers want to investigate the secret behind it. Primarily, the researchers wanted to explore what the best advertising appeals are for cultivating brand loyalty. The study emphasizes the role of emotional branding, advertising strategies, and consumer engagement in fostering long-term brand loyalty. Recognizing the importance of the milk powder industry as a critical component of the Sri Lankan market, the research aims to bridge identified empirical and practical gaps by examining the relationship between advertising appeals and consumer attachment to brands. The quantitative approach is most appropriate for this study, as it involves both the collection and the analysis of numerical data, thus facilitating an objective examination of the relationship among key variables. A structured questionnaire created especially to examine factors pertaining to emotional, Rational and moral advertising appeals and their impact on brand loyalty is used to gather the main data for this study. By ensuring that standardized data is collected, this approach makes it possible to compare and analyze responses consistently. Primary data was collected from 412 respondents, with 403 valid responses we reanalyzed using statistical tools such as SPSS. The findings confirm that experiential Emotional appeals and moral appeals positively impact brand loyalty and Rational appeals negatively impact brand loyalty. When consumers feel a brand resonates with their values or experiences, they are more likely to remain loyal. For example, a milk powder brand emphasizing a nurturing mother's love or a child's happiness can foster an emotional attachment, encouraging repeat purchases. The results show that by creating strong emotional bonds and favorable customer associations, emotional appeals and moral message advertisements significantly enhance brand loyalty. For marketers and other industry experts looking to create successful advertising campaigns that connect with Sri Lankan customers and increase brand loyalty and long-term customer retention, the research provides insightful information. The study faces limitations including cultural diversity, challenges in isolating advertising impacts, restricted data access, cultural specificity limiting global applicability, and time constraints restricting comprehensive data collection from all Sri Lankan regions. The implications of this research highlight the importance of leveraging emotional branding and neuromarketing strategies to build deep connections with Sri Lankan consumers through ads that evoke nostalgia, humor, and happiness while incorporating emotional storytelling with family and child-centric themes additionally, emphasizing ethical messaging such as eco-friendly packaging and community support fosters loyalty and trust.
Impact of Packaging on Consumer Purchase Intentions of the Fashion Retail Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Rosemary, A. A. D. T. P.; Weerasiri, R. A. S.
This study addresses a major research gap in Sri Lanka by examining how packaging affects consumer purchase intentions in the country's fashion retail industry. Packaging is an essential marketing tool that combines brand identity, utility, and aesthetics to greatly affect consumer decisions and perceptions. To investigate how four essential packaging elements—design, structure, material, and effects—influence consumer purchasing habits in a competitive and changing retail landscape, this study focusses on these elements. To collect data, 384 participants in the Western Province were given structured questionnaires as part of a quantitative study design. Simple random sampling was used in the sample selection process to guarantee a wide representation of demographics. With the use of SPSS software, data analysis was carried out, combining descriptive and inferential statistical methods. This thorough approach made it easier to fully understand the connections between packaging characteristics and customer purchase intentions. The findings show that special effects and packaging design have a big impact on consumers' intentions to buy. While special effects like foiling, embossing, and spot UV treatments add considered value and make things more appealing, design aspects like colour, typography, and imagery draw attention and improve brand memory. Consumer preferences are also significantly influenced by packaging materials, especially those that are thought to be of good quality or that are in line with sustainability. Shape, size, and usability are examples of structural characteristics that have a minor impact on functionality and customer satisfaction. These results align with international research, highlighting the role that packaging plays in generating positive perceptions and influencing purchasing decisions. The study's geographic focus on the Western Province is one of its main limitations, as it might not adequately represent differences across other parts of Sri Lanka. Additionally, as packaging trends and customer preferences change over time, temporal limitations may restrict the findings' relevance. Despite these limitations, the study offers insightful theoretical and applied insights.The study adds to the body of knowledge on consumer behaviour from the perspective of theory by using frameworks like the Stimulus-Organism-Response model to comprehend how packaging characteristics affect consumer choices. In a practical sense, it provides Sri Lankan fashion retailers with achievable recommendations for improving their packaging strategies by combining eco-friendly materials, creative designs, and superior effects to match customer preferences and brand positioning. To build on these findings, future research might examine larger geographic regions and examine new digital advancements in packaging.