9th Student Research Conference in Marketing (SRCM) - 2025
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Item The Impact of VR Technology in Enhancing the Customer Experience of the Paint and Coating Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayathilaka, S. A. M. R. S.; Patabendige, S. S. J.; Thundeniya, L. G. D. T. B.This study looks at how virtual reality (VR) technology is revolutionizing the paint and coatings sector in Sri Lanka by enhancing the consumer experience. The study tackles the ongoing difficulties consumers encounter when choosing paint colors and finishes, including discontent with results and little interest in conventional selection techniques. This study examines how VR features—immersion, imagination, and multi-sensory interaction—can change customer decision-making and improve satisfaction, trust, and loyalty. It is situated within the larger body of literature on VR applications. The results help close the knowledge gap about how VR technology may meet the requirements of Sri Lankan customers and companies operating in this sector. A structured quantitative research approach was used to accomplish these goals. A poll including 384 respondents who were all at least 18 years old and represented a wide range of demographics was used to gather data. The associations between VR technological features and important consumer experience KPIs were examined using statistical methods. Customers with different degrees of VR technology awareness and engagement were included in the study environment, offering a comprehensive picture of its possible effects. The results show that by offering real-time paint application visuals, virtual reality technology greatly improves consumer decision-making. Customers can experiment with color schemes and finish in simulated settings through immersive virtual reality experiences, which increases consumer happiness and lowers uncertainty. In contrast to other research, this study emphasizes the infrastructure and cultural obstacles to VR integration in Sri Lanka. Limitations including high implementation costs and low consumer awareness continue to prevent widespread adoption despite its transformative potential. The study certain limitation of the study includes the geographically limited nature of the sample, which could only be generated from the western province of Sri Lanka and so would not cut across the diverse groups of consumer tastes in the entire country. Furthermore, the findings generalizability is constrained by the very small sample size and the possible biases introduced by the dependence on self-reported data. These elements emphasize the necessity of more study to confirm the results in larger contexts and environments. The study's theoretical ramifications highlight how crucial it is to include VR technology into customer experience frameworks to improve customer pleasure and loyalty. From a practical standpoint, the results highlight how VR may help paint and coating companies stand out in a crowded market. Future studies should examine how cultural and regional differences impact VR adoption as well as the scalability of VR applications in related industries.Item The Impact of Online Visual Merchandising Strategies on Online Purchase Intention with Special Reference to the Supermarkets in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Weerakkodi, W. D. D.; Patabendige, S. S. J.; Sivasangari, Y. K.This study examines the impact of Online Visual Merchandising strategies and their specific elements such as, website registration, website navigation, web graphics, product demonstration, and web advertising on Online Purchase Intention in Sri Lankan supermarkets, With the increasing relevance of e-commerce, particularly post-COVID-19, the research aims to fill the gaps in local literature, focusing on the busy lifestyle of employed individuals in Sri Lanka, primarily from the western province. A quantitative research approach was followed, in which a structured survey was used on 399 employed respondents in Sri Lanka and Majority represented by Western province. In analyzing the data, the relationship between Online Visual Merchandising Strategies and Online Purchase Intention was evaluated by statistical techniques such as correlation and regression analyses. The underlying research adopted a positivism paradigm and followed a deductive methodology to ensure that data collection and interpretation are accurate. Different demographic variables were targeted to make the findings representative using sampling methods. Reliability and validity tests were conducted to ensure the integrity of data. These findings show that Online Purchase Intention is influenced significantly by all the elements of Online Visual Merchandising Strategies. The greatest significant impact on consumers are the issues of ease in website navigation and demonstration of product selection. In a nutshell, good visual looks of an interface will go hand in hand with a user-friendly approach and act as important enhancers in influencing customers, improving purchase behavior. More interactive functions lead to improved levels of users, such as 360-degree view or virtual fitting room, which increases customer engagement. These features support and complement the sensory deficiencies in online shopping, hence giving a near-in-store experience. Statistical results further showed that the integration of trust-building mechanisms, like secure payment gateways and transparent product reviews, was very important for enhancing consumer confidence. Geographically, the study is limited to the Sri Lankan context, most responses from the Western Province, while the focus is on employed population. Hence, the representation is limited. Other external factors that may indirectly influence the consumer's behavior have not been taken into consideration in this study, like economic instability or cultural influences. The need for further research in diverse demographic groups and with longitudinal designs exists to examine the evolutionary nature of consumer behavior. The comparative studies with other South Asian markets may yield more useful insights. The Theoretical contribution of this study enhances the existing literature on consumer behavior and digital marketing by integrating insights specific to Sri Lanka. It underlines the relevance of the Technology Acceptance Model in understanding online purchasing behavior but also suggests refinement toward aspects of cultural and emotional variables. The managerial implications are that strategies should focus on ways in which supermarkets invest in interactivity, targeted advertising, and the appeal to enhance visuals on digital platforms. These will be able to motivate customer engagement, build brand loyalty, and strengthen market competitiveness. It encourages retailers to devise robust analytics that would keep them updated about customer feedback and thus allow dynamic adaptation of strategies. Tangible impacts are investments in augmented reality, AI-driven personalization-producing shoppers' engaging experiences for tech-savvy customers and educating grocery employees on how to operate digital interfaces. By doing so, it will increase the potential online customers and thus support economic growth. It is where policymakers should emphasize the need for communities when there is a lack of services regarding digital literacy. This would be a very good opportunity to further investigate how sensory immersion and emotional involvement in online retail work. The study confirms that the general results are held by studying Online Visual Merchandising Strategies applications in industries such as electronics or fashion. Advanced econometric models can include complex relationships among the components of visual merchandising and consumer behavior.Item 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.Item The Impact of Brand Equity on Purchase Intention in BOP Market, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhushan, R. A. C.; Patabendige, S. S. J.; Thundeniya, L. G. D. T. B.One of the vital issues in brand building is customer-based brand equity (CBBE). Any brand can measure its equity based on proportions like salience, performance, imagination, judgment, feelings, and resonance. Brand equity has emerged as one of the critical drivers affecting consumer behaviour and purchase decisions in many markets, more so within Bottom of the Pyramid divisions constrained by poor economic resources. The BOP market in Sri Lanka forms a large chunk of its population distinguished by specific buying behaviors based on cultural, social, and economic factors. Brand equity components drive important Customer trust, loyalty, and purchase intention. Most of the studies related to brand equity have targeted either premium or middle-income markets, and hence, the specific effects of these characteristics on bottom of the pyramid customers remain unobserved, thereby presenting a significant research gap. Sri Lankan BOP customers focus on the cost and practical value of their purchases but have shown significant brand awareness and loyalty when trust and perceived quality are established. For brands looking to enter this category, challenges include overcoming obstacles such as price sensitivity, infrastructural limitations, and informal economies, while also satisfying the need for reliability and emotional involvement. Brands that focus on trust and functional excellence tend to perform better at engaging customers in BOP markets. The current literature has discussed the relation of brand equity with purchase intention in various industries as luxury products, technology, and hotels. However, very few studies evaluate the interplay of components of brand equity in bottom-of-pyramid markets. The Sri Lankan BOP market is influenced by unique socio-cultural factors and economic processes. This necessitates a localized understanding of such interrelationships. Given the context, this paper has investigated the influence of dimensions of brand equity on purchase intention in the Sri Lankan BOP market and offers strategic branding implications for enterprises that target this particular market segment. This underlines the vital role of branding strategies that will be in tune with beliefs and preferences, with high need for community involvement, trust building, and functional superiority. The study contributes to theoretical understanding and provides practical suggestions for marketers in promoting sustainable development at the bottom of the pyramid market in Sri Lanka, where the existing literature has some lacunae.This research follows a quantitative approach based on the positivist paradigm. Primary data from 390 respondents spread across Sri Lanka, belonging to various socioeconomic backgrounds, have been collected through a structured questionnaire. Data analysis has been performed by using SPSS, where the reliability analysis, regression analysis, and testing of hypotheses were done to assess the effect of brand equity dimensions on purchase intention. The findings indicate that the dimensions of brand performance, judgments, and resonance drive purchase intentions in BOP consumers, while brand salience, imagery, and feelings show no statistical significance. The insights suggest that driving purchase intention in this segment requires an effort on functional excellence, emotional trust, and community involvement. Drawbacks include a small convenience sample of 390 respondents focused on individuals with monthly earnings under Rs.60,000, limiting generalizability. Recollection and social desirability bias might reduce response accuracy. Due to a lack of empirical research linking Keller's brand equity concept to purchase intention, quantifying indicators was problematic. Quantitative methods were utilised, although qualitative ones may have shown customer behaviour better. The findings have significant implications for both marketers and policymakers. Marketers can leverage these insights to design branding strategies that prioritize trust and emotional engagement while fostering long-term consumer relationships. Policymakers may also utilize these findings to promote sustainable consumer behavior and market inclusivity.Item The Effectiveness of Short Message Services (SMS) Marketing on Customer Engagement in Mobile Apps in the Mobile Telecommunication Industry in Sri Lanka: The Mediating Effect of Attitude Towards SMS(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Herath, W. M. T. D.; Patabendige, S. S. J.; Dhuveeshan, M.With the rapid evolution of mobile technology, SMS marketing has become an integral tool in enhancing customer engagement, particularly within mobile apps. This study investigates the effectiveness of SMS marketing in the Sri Lankan mobile telecommunication industry, with a specific focus on how attitude towards SMS mediates its impact on customer engagement in mobile apps. By addressing a critical research gap, this study integrates SMS marketing strategies, consumer behavior, and technological adoption to evaluate their interconnected effects within the industry. The research adopts a positivist approach, utilizing a quantitative methodology to test hypotheses employing a structured survey with 26 questions targeting 418 respondents aged 18 and above. The analysis focuses on three primary variables: SMS marketing as the independent variable, customer engagement in mobile apps as the dependent variable, and attitude towards SMS as the mediating variable. The conceptual framework is based on the Stimuli-Organism-Response (SOR) model, examining the relationship between SMS marketing, attitude towards SMS, and customer engagement. Data analysis techniques include reliability and validity assessments, regression analysis, and mediation testing to validate the hypotheses. The research was conducted within the Sri Lankan mobile telecommunication industry, and data analysis was performed using the Statistical Package for the Social Sciences (SPSS) version 23 to ensure accurate statistical insights. Findings reveal a significant positive relationship between SMS marketing and customer engagement in mobile apps, with attitude towards SMS acting as a critical mediator. Specifically, SMS marketing's effectiveness is enhanced when customers perceive the messages as entertaining, informative, and credible. Conversely, irritation an intrusive SMS content negatively impacts engagement. The mediating role of attitude underscores the importance of emotional and cognitive responses in determining the success of SMS campaigns. The study also identifies key factors influencing attitudes towards SMS, including entertainment, informativeness, irritation, credibility and intrusiveness. The study acknowledges several limitations, including a relatively small sample size because of the time limitation. Future research could expand the scope to include cross-industry comparisons or longitudinal studies to examine the evolving dynamics of SMS marketing and app engagement. Additionally, exploring the role of emerging technologies, such as artificial intelligence and machine learning, in personalizing SMS content offers promising avenues for further investigation. Theoretical implications extend existing literature on mobile marketing by bridging the gap between SMS marketing and app engagement, highlighting the interplay of customer attitudes as a mediator. Practically, the findings provide actionable insights for telecommunication companies in Sri Lanka. To maximize engagement, marketers should focus on crafting personalized and contextually relevant SMS campaigns that resonate with customers' preferences and reduce perceived intrusiveness. Furthermore, integrating SMS marketing with app-based promotions and leveraging data analytics can enhance the alignment of marketing strategies with user behaviors.Item Sensory Marketing on Customers Revisit Intention: Special Reference to Hospitals in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Mihirani, B. K.; Patabendige, S. S. J.; Madushika, R. A. L.This research investigates the impact of sensory marketing on customer revisit intentions in hospitals in Sri Lanka. Sensory marketing, which engages consumers’ five senses, Visual, Auditory, Olfactory, Tactile, and Gustative has been widely explored in the retail and hospitality sectors but has yet to be researched in hospitals, particularly in Sri Lanka. The study addresses this gap by examining how sensory stimuli influence patient behavior. As service providers, hospitals should adopt patient-centred approaches to improve satisfaction and encourage revisit intentions. By focusing on sensory marketing dimensions (Visual, Auditory, Olfactory, Tactile, and Gustative) and their impact on revisit intentions, this research contributes to the broader literature on sensory marketing and consumer behavior in healthcare. A quantitative research methodology was used in a structured questionnaire distributed to 386 hospital users across Sri Lanka. Sampling ensured a diversity of responses, and validated scales were used to measure sensory marketing elements and their effects on revisit intentions. Data analysis included descriptive statistics, correlation, and regression techniques through IBM SPSS 30 statistical software to assess the relationships between sensory marketing dimensions and revisit intentions. The findings indicate that sensory marketing significantly influences revisit intentions in hospitals, with tactile and gustatory marketing emerging as the strongest predictors. Visual marketing factors such as interior design, lighting, and signage also positively influenced patient satisfaction and revisit intentions. Auditory marketing, including relaxing background music and ambient sound, improved the overall patient experience, revealing that stress is less pleasant. Olfactory marketing, through pleasant aromas in hospital environments, contributed to comfort and satisfaction and indirectly encouraged repeat visits. Tactile marketing elements, such as comfortable seating, soft textures, and interactive displays, directly influenced repeat visit intentions by enhancing patient engagement. These results are consistent with the existing literature on sensory marketing, highlighting its specific implications in healthcare. The study also faced several limitations. It focused only on hospital users, limiting the generalizability of the findings to public healthcare settings. The use of convenience sampling may have introduced bias, as the sample may not be fully representative of the diverse population of individuals in Sri Lanka. In addition, the cross-sectional design limits our understanding of the long-term effects of sensory marketing on individual loyalty. Furthermore, key variables such as price, affordability, and accessibility, which also influence revisit intentions, were not included. Future research could address these gaps by incorporating longitudinal designs and examining additional variables. Theoretically, this study extends the application of sensory marketing theories to hospitals. It demonstrates that sensory stimuli can improve patient experience and drive return visits. In practice, the findings suggest that hospitals can improve patient experience and revisit intentions by investing in sensory elements. Strategies include using aesthetically pleasing environments, using relaxing sounds and scents, ensuring comfortable tactile interactions, and specially offering quality food service. These measures can create distinctive characteristics that differentiate hospitals in a competitive hospital marketplace and provide hospital marketers and administrators with actionable insights to create patient-centric environments that foster loyalty to return.Item Impact of Technology-based Social Media Brand Voice on Farmer Technology Adaptation in the Agriculture Sector of Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kavindi, H. K. S.; Patabendige, S. S. J.; Dharmawardhane, M. N. S. H.This study explores the impact of technology-based social brand voice on farmers’ technology adaptation in the agriculture sector of the western province of Sri Lanka. It also identifies the major research themes, research trends, and findings regarding the impact of technology-based social media brand voice on farmers’ new technology adaptation. The data was taken from the Scopus database, which contains 300 articles. Then, I screened the articles to identify 5 papers that fit my criteria for analysis. As the agriculture sector becomes more complex and technology evolves, face-to-face communication will become more difficult. Online communication and social media have given agriculturalists an easier communication channel because they are free and practically instantaneous. The purpose of this study was to explore what type of communication appeals in social media are used to communicate agricultural information for sharing new agriculture technologies and what social media appeal has more impact on farmers’ new technology adaptation. This research study employs a positivist research paradigm and follows a deductive approach to examine facts using the developed models and theories. Primary data for the research will be collected through a well-structured questionnaire survey with 26 questions involving 384 respondents from the 18 – 55+ age category. The study regarding the agriculture industry in Sri Lanka raises concerns in social media communication regarding new technologies. This means that Agribusinesses need to be concerned about social media brand appeals when creating Technology-based social media brand voice. Furthermore, as technology evolves, farmers' adaptation of new technology also increases. Businesses promoting new technology-based agriculture solutions must carefully consider what technology-based social media brand appeal persuades farmers the most. The study has major implications for Sri Lankan Agribusinesses, to create the most suitable technology-based social media communication to peruse farmers. This study found that rational, humanized, and informative appeals significantly impact farmers' adaptation of new technology, while emotional and humor appeals have less impact. Therefore, when Agribusinesses create technology-based social media brand voices, giving high priority to rational, humanized, and informative appeals will be more effective, and giving less priority to humor and emotional appeals will persuade farmers the most. When guiding farmers to use the new agricultural technologies, it is important to consider what is the most effective technology-based social media brand voice, which gives the most positive impacts on farmers’ new technology adaptation the most.Item Impact of Social Media Experience on Offline Purchasing Decisions: The Case of Luxurious Cafeterias in Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Athukorala, A. I. U. K.; Patabendige, S. S. J.; Thundeniya, L. G. D. T. B.Social media has dramatically improved connectivity between businesses and consumers across industries. In today's Sri Lankan context, the online audience is actively engaged with the social media experience through different social media platforms, making it an important venue for marketing, communication, and brand interaction. More than 70% of social media users will refer social media platforms to review information on products and services before purchasing them offline. That may reduce the perceived risk of making a wrong purchasing decision in physical channels. In the luxurious cafeteria context, the customers are more likely to search online and make offline purchasing decisions because their purpose is to get a higher satisfactory value for their expenditure with a better experience in a physical environment due to the high cost of products and brand offers. For instance, luxury customers rely on cross channels, which help them in purchasing high-involvement products. Therefore, marketers of luxury brands are adopting to use of social media as a key marketing tool to interact with their target audience by publishing their content via social media platforms to drive consumers to offline purchasing decisions with their emerging social media experience practices. Furthermore, the combination of online and offline strategies enhances consumers’ knowledge, attitude and purchase intentions towards the products. It appears that the online experience may have a significant influence on offline purchasing decisions. The most of previous studies have investigated the impact of social media experience on purchasing decisions by mediating different factors in the luxury brand contexts. However, past studies often failed to explicitly address the direct connection between social media experience and offline purchasing decisions as part of the online-to-offline strategy in the luxury brand context. The luxurious cafeteria concept is relatively novel in Sri Lanka which can be seen rarely in Western province, with the growing influence of social and cultural factors involving coffee culture. The luxurious cafeteria brands in Sri Lanka communicate their unified image through their social media pages, aligning with cultural preferences and promoting modernized café experience due to the wide spread of using smartphones, Internet and relying on social media platforms. This remains a noticeable gap in empirical studies exploring the impact of social media experience on offline purchasing decisions within the luxurious cafeteria sector in Sri Lanka. To address this gap, this study investigates how social media experience delivers luxury cafe brand information using various activities with promising to provide a seamless experience in physical stores. Thus, this study underscores the impact of social media experience on offline purchasing decisions by paying special attention to the luxurious cafeteria sector in Western province, Sri Lanka. This study used the quantitative research technique to collect primary data from the sample using a structured questionnaire with 22 questions. The luxurious cafeteria culture is boomed in the Western province, Sri Lanka today. Therefore, this study selected Western province as the target population to collect data. The target population consisted of 18 – 55 age category people who follow the luxurious cafeteria brand’s social media pages. The study was effective in collecting 424 responses using a convenience sample method, which is a subset of nonprobability sampling. After checking missing values and outliers, this study analyzed data by proceeding with 408 usable data. Based on the findings, this study presented that there has a significant and positive impact of social media experience on offline purchasing decisions in the luxurious cafeteria sector. The primary data collection method restricts this study to a small population size for investigation. Therefore, the data collection has been limited to 424 responses due to time restrictions. Also, the authors faced the challenge of finding supportive literature to investigate this study because there is a dearth of empirical studies. The practical implications were created for marketers of luxurious cafeteria brands in Sri Lanka, emphasizing the significance of providing useful and relevant social media experience to effectively attract and maintain their targeted online audience while driving offline purchasing decisions. Future studies can explore a combination of quantitative and qualitative approaches to find a better outcome into the impact of social media experience on offline purchasing decisions in the luxurious cafeteria sector.Item Impact of Green Communication Strategies on Green Purchasing Behavior in the Personal Care Industry, with Special Reference to Gen Z in Sri Lanka: Moderating Effect of Digital Media Channels(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, H. C. T.; Patabendige, S. S. J.; Dharmawardhane, M. N. S. H.This study examines how green communication strategies impact green purchasing behavior in Sri Lanka's personal care industry, with a focus on Generation Z consumers. The study fills in the knowledge gap regarding how individual green communication strategies, such as advertising, corporate public relations, visual identifications, green labels and packaging, sustainable reporting, affect green purchasing behavior. It further explores the moderating effect of digital media channels, with a focus on how they strengthen the relationship between green communication strategies and green purchasing behavior. A previous study looked at the relationship between green purchasing behavior and green communication strategies. The three primary strategies of green communication green advertising, labeling, and packaging were the subject of the majority of these studies. They discovered that these strategies had a big impact on consumer preferences and purchases. Furthermore, a number of studies have looked at sustainability reporting as a green communication strategy intended to increase transparency and consumer confidence. The results indicate that companies can communicate their green marketing efforts through a range of strategies, including advertising, corporate public relations, visual identification, green labeling and packaging, and sustainability reports. By combining advertising, corporate public relations, visual identification, green labeling and packaging, and sustainability reports, this effort will expand on this foundation. This will allow for a thorough examination of the ways in which each of these distinct green communication strategies affects consumers' decisions to make eco-friendly purchases. Furthermore, it is typically still unclear how green communication techniques should be implement, even when experts have researched their development, implications, and design in detail. Therefore, this study examines the relationship between green communication strategies and green purchasing behavior using digital media channels as an implementation tool. The personal care industry is a perfect environment for researching green communication strategies because of its strong connections to human wellbeing and environmental responsibility. As a result, it is extremely relevant to sustainability projects. Focusing on Generation Z makes strategic sense because they are growing in size and awareness of eco-friendly practices, offering an opportunity to expand on previous research and influence sustainable consumer behavior. In order to collect primary data for a quantitative study, 387 Gen Z respondents in Sri Lanka were chosen by convenience sampling and provided with a structured questionnaire. The analysis was conducted using IBM SPSS Statistics 25 and includes sample descriptions, validity and reliability evaluations, normality checks, mean value estimations, assumption testing, correlation analysis, hypothesis testing, and moderation analysis. The findings demonstrate that customers' decisions to make greener purchases can be significantly influenced by green communication strategies such as advertising, corporate public relations, visual identifications, green labels and packaging and sustainable reporting. Additionally, digital media channels act as a powerful moderator, enhancing the relationship between green communication strategies and green purchasing behavior. The study has several issues, even if the research findings are presented in a comprehensive way. The small sample size of 387 respondents who were selected using convenience sampling due to time constraints reduces the possibility of generalization of the results. Additionally, it was not feasible to gather data from every district in Sri Lanka due to time constraints and limited access, which may have led to a lack of representation of regional variances. Instead than focusing on how digital media platforms affect individual green communication strategies, the study looks at how they affect green communication strategies in general. Additionally, data is collected at a certain point in time due to the cross-sectional nature of the study. To understand how digital media channels influence the effectiveness of green communication strategies on Gen Z's green purchasing behavior in Sri Lanka's personal care industry. It introduces a framework examining the impact of individual green communication strategies advertising, corporate public relations, visual identifications, green labels and packaging, and sustainability reporting. Additionally, it highlights how digital media channels enhance the effectiveness of green communication strategies. The findings highlight how important it is to align these strategies with digital media channels to maximize engagement and encourage green purchasing behavior. Marketers are being encouraged to integrate digital media channels with green communication strategies in order to appeal to Gen Z's green purchasing behavior. Using these strategies on digital media channels can improve eco-conscious messaging, brand-consumer interactions, and green purchasing patterns. Future research should use a variety of approaches to examine the long-term effects of green communication strategies on green purchasing behavior by using longitudinal studies in order to better comprehend the situation to look at how people's attitudes and actions change over time. And it needed to understand how digital media channels affect the effectiveness of these individual strategies and think about combining quantitative and qualitative research techniques.Item Impact of Below-The-Line (BTL) Tools on Investor Behaviour toward Green Investment: A Study in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Maduwanthi, M. L. P. T.; Patabendige, S. S. J.; Dharmawardane, M. N. S. H.This study examines the impact of Below-The-Line (BTL) marketing tools on investor behaviour towards green investments in Sri Lanka, focusing on targeted strategies such as social media, direct marketing, sponsorship, and public relations. By highlighting personalised communication, BTL tools are designed to influence specific investor groups, thereby driving greater engagement with sustainable financial products. Green investments are increasingly important in addressing global challenges such as climate change, resource scarcity, and promoting sustainable practices. In this context, understanding the role of BTL tools is crucial on increasing investment in environmentally friendly and socially responsible projects. The research adopts a quantitative approach, using a structured questionnaire distributed among a sample of diverse investors in Sri Lanka to identify how BTL strategies shape their behaviour. The data collected was analysed to assess the relationships between key variables such as emotional appeal, trust, and perceived value. The findings show that there is a strong positive correlation between the use of BTL tools and interest in green investments. Social media stands out as a very effective tool for generating awareness, especially among the younger investor demographic. Direct marketing further strengthens the connection between investors and sustainable financial products by providing personalised content and clear communication. Sponsorship and public relations are complementary in building trust and credibility, especially through engagement with ethical causes and initiatives. Despite its significant findings, the study is subjected to limitations. Firstly, it focuses only on the Western Province of Sri Lanka, which limits the generalisability of its findings to other geographical regions. Potential biasness in survey responses driven by limited awareness of green investments or personal beliefs may also affect the reliability of the data. Differences in technology use across regions further limit the broad applicability of the study’s recommendations. The findings of this study offer transformative implications for financial institutions, policymakers, and marketers, filling a critical gap in the literature on the application of Below-the-Line (BTL) tools in green investment promotion. While existing research often highlights generic strategies, this study emphasises the necessity of tailoring BTL tools to align with Sri Lanka’s unique socio-cultural and economic dynamics. Financial institutions can leverage these insights to implement culturally and demographically relevant campaigns that directly address investor-specific challenges, such as limited awareness and risk perception. For policymakers, these results support the development of awareness programs that not only align with national sustainability goals but also connect deeply with local investor behaviour, fostering greater participation in green finance initiatives. Unlike previous studies, this research underscores the importance of personalisation, transparency, and emotional appeal in BTL strategies to build trust and enhance motivation among investors. Moreover, by integrating sponsorship and digital platforms with offline marketing, financial institutions can effectively fill the gaps in engagement and communication highlighted in past literature. Future research should explore the scalability of these findings in diverse international contexts, enabling a broader understanding of how customised BTL approaches can drive sustainable investment behaviour across markets.