9th Student Research Conference in Marketing (SRCM) - 2025
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Item The Perceived Credibility of Ambient Marketing Activities on Consumer Purchasing Intention: Examining the Mediation of Consumer Attitudes Towards International Fast-Food Franchises in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, T. A. N.; Gunawardane, W. A. D. N. R.Ambient marketing is a creative advertising strategy where companies use unconventional environmental media to interact with their customers and make lasting impressions. Unlike traditional advertising, ambient marketing allows for brand connection by blending in with the everyday surroundings while adding a surprise factor. Furthermore, it assesses the mediating role of consumer attitude, which is one of the critical gaps in the current literature on the effectiveness of ambient marketing within the fast-food sector. A positivistic, quantitative research design was employed to achieve the research objectives. Data were collected through a structured, self-administered questionnaire administered online to 408 Sri Lankan consumers who are familiar with ambient practices in the fast-food industry. The study results indicate that perceived credibility significantly relates to consumer purchasing intentions. More precisely, trustworthiness and expertise were crucial in determining consumer perceptions about ambient marketing campaigns. The consumer attitude proved to mediate this relationship, though differently for both trustworthiness and expertise. In the case of trustworthiness, partial mediation was observed, implying that consumer attitude enhanced the relationship that already existed between perceived credibility and purchasing intention. In turn, expertise exhibited the full mediation effect, with consumer attitude fully mediating perceived expertise and purchasing behaviour. The current research addresses the significant theoretical gap by connecting ambient marketing activities and consumer purchasing intention in the fast-food sector, particularly in Sri Lanka. It extends the literature by emphasising the mediating role of consumer attitude and provides empirical evidence of the importance of trustworthiness and expertise in unconventional marketing strategies.Item The Influence of YouTube Influencers' Trustworthiness on Followers' Purchase Intentions: A Study of the Sri Lankan Restaurant Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhuranga, L. P.; Wijenayaka, S. I.This study explores the impact of YouTube influencers' trustworthiness on followers' purchase intentions, with a special focus on the Sri Lankan restaurant industry. The central research question guiding this study is: “Investigating the impact of trustworthiness of social media influencers on YouTube on followers' purchase intention: Special reference to the restaurant industry in Sri Lanka.” The primary objective is to identify how influencer trustworthiness influences consumer decisions in this sector. Additionally, the study examines the specific roles of honesty, content trustworthiness, reliability, and authenticity in shaping consumer behavior. Positioned within the growing literature on influencer marketing, this research provides insights relevant to both academia and industry practitioners. The conceptual framework illustrates the relationship between influencer trustworthiness and followers' purchase intentions in the restaurant industry. It posits that influencer trustworthiness—measured through honesty, expertise, and reliability—positively affects followers’ attitudes toward the influencer’s recommendations, ultimately increasing their likelihood of visiting or purchasing from promoted restaurants. This framework is supported by prior research, including Galina Ilieva (2024), which emphasizes the significance of these three trustworthiness dimensions in influencing consumer behavior. A quantitative approach was adopted, utilizing structured questionnaires distributed in the Western Province of Sri Lanka. The study targeted individuals familiar with the restaurant industry and influencer marketing, yielding 404 valid responses. Statistical analyses, including reliability testing, correlation analysis, and regression analysis, were conducted using SPSS to assess the relationships between trustworthiness dimensions and purchase intention. The hypotheses testing results confirm significant positive relationships between all three dimensions of trustworthiness—Honesty, Expertise, and Reliability—and Purchase Intention. Honesty (β = 0.123, p = 0.011) significantly influences followers' willingness to act on recommendations, highlighting the importance of authenticity. Expertise (β = 0.112, p = 0.023) further strengthens purchase intention by enhancing influencer credibility. Reliability (β = 0.219, p = 0.000) emerged as the strongest predictor, reinforcing the critical role of consistency and dependability in fostering consumer trust. These findings align with prior studies emphasizing the role of trustworthiness in influencer marketing and highlight the significant impact of reliability in shaping consumer purchasing behavior. However, the research is limited by its geographical scope, as the sample is confined to the Western Province of Sri Lanka. Additionally, the exclusive focus on YouTube influencers may not fully capture variations across other social media platforms. Future research could explore trustworthiness in broader regional or cross-platform contexts. Theoretically, this study contributes to influencer marketing literature by emphasizing key trustworthiness dimensions that drive purchase intention. Practically, the findings offer actionable insights for marketers, stressing the importance of selecting influencers with high reliability, honesty, and expertise to foster consumer trust. Policymakers may also leverage these insights to establish ethical guidelines for influencer marketing. Future studies could extend this research to other industries and explore cross-cultural or platform-based comparisons.Item The Influence of Sustainability Messaging on Consumer Willingness to Pay a Premium for Eco-Friendly Sports Footwear with the Moderating Role of Environmental Concern in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dilanka, M. A.; Mirando, U. J.The footwear industry is shifting towards sustainability due to increasing consumer awareness of ecological issues, particularly in sports footwear. This trend has led to higher prices for sustainable products. In Sri Lanka, sustainability is still in its early stages. Sri Lanka's sports footwear industry is transitioning toward sustainability, but challenges remain. Consumers are unaware of the environmental impacts of their choices, and there is a discrepancy between attitude and behavior. Price sensitivity also exists among Sri Lankan consumers, with high prices for eco-friendly products due to higher production costs. The local industry's infrastructure and supply chain cannot be maintained for mass production of eco-friendly sports shoes, requiring high capital investments. The Sri Lanka Export Development Board Industry Capability Report emphasizes the need for modernization and capacity building to achieve international standards. The association between sustainability messaging and consumers' premium purchase of eco-friendly sports footwear has been investigated, but there is a deviation in empirical studies on the moderation effects of environmental concern in the Sri Lankan context. Previous studies have shown that if sustainability messaging is properly articulated, consumers are likely to show positive behavioral changes. However, the Sri Lankan market is under-investigated, and the studies on the role of environmental awareness and ethical consumption awareness are limited. Furthermore, studies on sustainable messaging and environmental issues are limited as well. Therefore, it is necessary to fill this available deviation to design effective marketing campaigns and facilitate sustainable consumption in the Sri Lankan sports-shoes market. Previous studies show that sustainability messaging and environmental concerns have a strong influence on consumer willingness to pay a premium. Customers are more likely to support eco-friendly items when they hear clear, reliable messaging, but brand trust, cost, and usefulness are all crucial. The impact in Sri Lanka is limited by low awareness and high expenses, highlighting the necessity of accessible pricing and smart messages. This study uses a quantitative methodological approach to investigate the impact of sustainability messaging on consumers' willingness to pay a premium for eco-sports footwear. Furthermore, a deductive approach is used, with a positive philosophy applied. A cross-sectional research strategy is employed, using a postal questionnaire to collect primary data on eco-friendly behavior, sustainability messaging, willingness to pay a premium, environmental concern, and demographics. A structured questionnaire was used to collect data from 408 persons in Sri Lanka who were chosen by convenient sampling. Descriptive statistics, reliability and validity testing, correlation analysis, and regression modelling were used in the study's data analysis, which was conducted using SPSS software. These are the major key findings of the study. Sustainability messaging positively influences consumers' willingness to pay a premium for eco-friendly sports footwear while moderating the effect of environmental concern. However, its moderation effect is not significantly strong. Consequently, this study explores the impact of sustainability messaging on consumer willingness to pay a premium for eco-friendly sports footwear in Sri Lanka. Despite global research, Sri Lanka has not yet adopted this approach due to unique cultural practices and economic factors. The research aims to understand how environmental sensitivity influences consumers' sensitivity to price and how businesses and policymakers can create effective environmental sustainability programs in this unique market environment. The study highlights the importance of sustainability messages in eco-friendly sports footwear, indicating that consumers are willing to pay more for green products. Firms can expand their scope by designing marketing campaigns aimed at the public, stressing the environmental and social impacts of the products. Focusing on recycled materials, carbon footprint reduction, vegan certifications, and cruelty-free certifications can reach a wider audience and exploit the positive relationship between sustainable messages and premium pricing. However, eco-speaking out should not increase the impact of sustainable messages. This research explores consumers' willingness to pay a premium for eco-friendly sports footwear in Sri Lanka. However, the findings may not apply to other eco-friendly products or customer attitudes. The quantitative approach of the study does not fully understand customer perceptions or emotions. Qualitative approaches like interviews or focus groups could provide more detailed insights. The sample size of 408 participants may not be sufficient to generalize the findings to the entire population of Sri Lanka. To have more credible results, a larger sample with diverse views and experiences could be used. Further studies should explore eco-friendly products beyond sports shoes, using qualitative techniques such as interviews or focus groups to understand consumer beliefs and attitudes. A broader sample of Sri Lankans from different regions, cultures, and income brackets could also be considered. The extent to which geography and culture influence sustainable consumption is also a concern. Unifying qualitative and quantitative approaches could enhance the understanding of consumer behavior and attitudes towards eco-friendly products.Item 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.Item The Influence of Online Marketing Content on Secondhand Clothing Purchasing Intention among State University Students in Sri Lanka with the Mediating Role of Customer Satisfaction(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, P. G. D. R.; Subasinghe, S. M. A. N. M.Second-hand clothing is increasingly recognized as a sustainable and economical alternative to fast fashion. This trend, fuelled by environmental awareness and financial limitations, particularly resonates with young consumers, including university students. In Sri Lanka, this demographic is uniquely positioned to drive the second-hand clothing market due to their digital proficiency, budget-conscious lifestyles, and growing interest in sustainability. However, limited empirical studies have explored the factors influencing their purchasing behaviour, particularly in the context of online marketing and its interplay with customer satisfaction. This research addresses this gap by investigating the role of online marketing content in shaping the purchasing intentions of state university students in Sri Lanka, emphasizing the mediating impact of customer satisfaction. The study adopts a positivist research philosophy and a deductive approach, utilizing a quantitative research design to explore the hypothesized relationships. A cross-sectional survey strategy was employed, with data collected from a sample of 300 students representing multiple public universities across Sri Lanka. The sample was selected using a stratified random sampling technique, ensuring representation across different universities and demographic factors. Self-administered questionnaires, distributed through digital platforms, captured insights into students’ perceptions of online marketing content, levels of satisfaction, and purchasing intentions. Statistical analysis, including correlation and regression methods conducted via SPSS software, provided a robust framework for testing the study’s hypotheses. Results demonstrate a significant impact of online marketing content on both customer satisfaction and purchasing intentions. Specifically, the quality, credibility, and relevance of marketing content emerge as key drivers of consumer engagement. Content that is visually appealing, informative, and interactive significantly enhances satisfaction, which in turn mediates the relationship between marketing content and purchasing intention. Students who experience higher satisfaction with their online shopping experience are more likely to trust the platform, recommend it to others, and make repeat purchases. The study underscores the significance of understanding the preferences and expectations of a digitally active and sustainability-conscious demographic. Students prioritize transparency, authenticity, and personalized experiences in online marketing content, and marketing strategies that effectively incorporate these elements can influence their purchasing decisions while fostering long-term brand loyalty. However, the study also acknowledges certain limitations. The reliance on self-reported data may introduce response bias, and the cross-sectional design restricts the ability to draw causal inferences. Additionally, the focus on a specific demographic—state university students in Sri Lanka—limits the generalizability of the findings. Future research should address these limitations by employing longitudinal study designs, examining more diverse populations, and exploring the cultural influences on second-hand clothing consumption. The implications of this research are multifaceted. From a theoretical perspective, the study advances the understanding of how online marketing content shapes consumer behaviour in the second-hand clothing market, particularly in a developing country context. Practically, it offers actionable insights for marketers, policymakers, and educators. Businesses can leverage these findings to design targeted online campaigns that align with consumer values of affordability, environmental consciousness, and digital convenience. For policymakers, the study underscores the need for initiatives that promote sustainable consumption and support the growth of the second-hand clothing market as a viable alternative to fast fashion. In conclusion, this research underscores the transformative potential of online marketing content in influencing the purchasing behaviour of university students in Sri Lanka. By emphasizing customer satisfaction as a mediating factor, it highlights the importance of creating positive consumer experiences that resonate with the values of young, budget-conscious, and environmentally aware individuals. These insights pave the way for strategies that not only drive business growth but also contribute to broader sustainability objectives in the fashion industry.Item The Impact on Green Marketing Practices on Green Brand Loyalty: The Moderating Role of Environmental Knowledge with Special Reference to Sri Lankan Supermarkets(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Premarathna, S. M. M. K.; Udovita, P. V. M. V. D.This study examines the impact of green marketing practices on green brand loyalty in Sri Lankan supermarkets, with a specific focus on the moderating role of environmental knowledge. While green marketing has been extensively studied in developed economies, research in emerging markets like Sri Lanka remains limited. This study aims to fill this gap by analyzing how consumer awareness of environmental issues influences their loyalty to brands engaging in sustainable marketing practices. The findings provide insights into how businesses can tailor green marketing initiatives to different consumer knowledge levels to enhance long-term brand commitment. A quantitative research methodology was adopted to investigate the relationships among green marketing practices, environmental knowledge, and brand loyalty. Data were collected from 384 supermarket consumers in urban centers across Sri Lanka using a structured questionnaire. The survey measured consumer perceptions of green marketing, their environmental knowledge, and brand loyalty using validated scales. Statistical analyses, including regression and moderation analysis, were conducted using SPSS to evaluate direct and moderating effects. The results indicate a significant positive relationship between green marketing practices and green brand loyalty. Furthermore, environmental knowledge moderates this relationship, with consumers possessing higher environmental awareness demonstrating greater loyalty to brands engaged in sustainable marketing initiatives. These findings highlight the strategic importance of consumer education in enhancing the effectiveness of green marketing strategies. While urban consumers responded positively to sustainability efforts, their level of environmental knowledge played a crucial role in determining brand loyalty. The study is limited to urban consumers, potentially overlooking the perceptions and behaviors of rural populations who may have different levels of environmental awareness and purchasing power. The reliance on self-reported data introduces the risk of social desirability bias, where participants may overstate their environmental knowledge or loyalty. Additionally, the cross-sectional nature of the study prevents an analysis of changes in consumer behavior over time. Theoretically, this study contributes to the green marketing literature by demonstrating the moderating role of environmental knowledge in shaping brand loyalty. It extends existing theories by showcasing how consumer awareness influences sustainable marketing effectiveness in a developing economy. Practically, the study offers actionable recommendations for supermarket retailers and marketers. Investing in consumer education initiatives, such as product labeling, in-store promotions, and sustainability campaigns, can enhance the impact of green marketing strategies and foster long-term customer loyalty. Future research could explore the role of digital platforms in promoting green marketing or examine variations in consumer responses across different retail sectors.Item The Impact of YouTube UGC Ssource redibility on Gadget Purchase Intentions among Gen Z in Sri Lanka: The Mediating Role of Attitudes toward UGC(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayatilaka, C. A.; Mirando, U. J.In an era defined by digital consumerism, YouTube emerged as a transformative platform for User-Generated Content (UGC), significantly influencing consumer purchase intentions. This study investigates the impact of YouTube UGC source credibility measured through trustworthiness, expertise, and attractiveness—on gadget purchase intentions among Sri Lankan Generation Z, with a specific emphasis on the mediating role of attitudes toward UGC. While previous studies highlight the global significance of UGC, there is limited studies addressing its influence on consumer behavior in Sri Lanka, especially within the gadget industry and among Gen Z consumers. The study adopts a quantitative approach, collecting data through an online survey from 416 participants aged 18–27 who engage with gadget-related YouTube content. A structured questionnaire was employed to measure perceptions of source credibility, attitudes toward UGC, and purchase intentions. Regression analysis was utilized to test the hypotheses, ensuring a robust examination of the proposed relationships. Findings show that source credibility has a significant positive effect on gadget purchase intentions. Trustworthiness was identified as the most influential dimension, followed by expertise and attractiveness. Additionally, attitudes toward UGC were found to play a key mediating role, strengthening the relationship between source credibility and purchase intentions. These results validate the Stimulus-Organism- Response (SOR) framework by demonstrating how credible stimuli (UGC) influence internal states (attitudes), driving behavioral responses (purchase intentions). The research contributes to both theory and practice. It extends the source credibility model and the SOR framework in the context of an emerging market and offers valuable insights for marketers and content creators. The findings highlight the importance of partnering with trustworthy and knowledgeable YouTube creators to build consumer trust and enhance engagement. For marketers, this study underscores the need to design authentic and relatable UGC campaigns to leverage the full potential of YouTube as a marketing platform. Future research could consider longitudinal designs and explore additional mediators, such as trust and perceived usefulness, to enrich the understanding of UGC’s role in influencing consumer behavior. While the study offers valuable insights, it acknowledges certain limitations. Its focus on Generation Z limits the generalizability of findings to other demographic groups. Additionally, the reliance on cross-sectional data constrains the ability to capture longitudinal changes in consumer behavior. Moreover, the study focuses exclusively on the gadget industry, which may yield different results compared to other product categories.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 Visual Merchandising Strategies on Impulsive Buying Behaviour in Fashion Retail Stores in Sri Lanka: The Mediating role of Customer Emotions, among the Youth Generation(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhuwanthi, K. P. P. S.; Wanninayake, W. M. C. B.; Ekanayake, G. D.As the fashion retail industry is highly competitive and growing rapidly. So, retailers are using visual merchandising strategies to differentiate their offerings from others and enhance product satisfaction. The present study mainly aspires to explore how visual merchandising strategies affect impulsive buying behaviour together with the mediating effect of customer emotions among the youth generation, with an emphasis on the fashion retail industry in Sri Lanka. Based on these facts, the study has pointed out six visual merchandising strategies such as window display, mannequin display, promotional signage, floor merchandising, lighting arrangement, and colour combination to study its effect on impulsive purchase behaviour. And also, present research talks about positive customer emotions such as pleasure (happiness, joy), arousal (energy, excitement), dominance (freedom). The present study uses quantitative research approach. So, primary data was collected from 385 valid respondents who have visited the fashion retail stores in Sri Lanka, during the last six months of year 2024. The data collected through structured questionnaire. The findings showed that customer emotions act as a mediator in the relationship between the visual merchandising strategies and impulsive buying behaviour. Convenience sampling method used for making the sampling framework of the study and quantitative research approach has been used in this study. Data analysis was done by descriptive, correlation analysis, simple regression, and multiple regression analysis using IBM SPSS Statistics 25. The result of this present study gives evidence that four dimensions of Visual Merchandising Strategies Mannequin Display, Promotional Signage, Lighting Arrangement, and Floor Merchandising significantly influence Impulsive Buying Behaviour. Within these four strategies, mannequin display, promotional signage and lighting arrangement have a positive significant relationship whereas floor merchandising has a negative impact upon impulsive buying behaviour. Again, the other two dimensions are Window Display as well as Colour Combination, which have not significantly affected impulsive buying behaviour. However overall, the relation of visual merchandising strategies appears to be significantly positive in its positive influence upon impulsive buying behaviour and customer emotions. Furthermore, Customer Emotions mediates the relationship between Visual Merchandising Strategies and Impulsive Buying Behaviour. Therefore, this research contributes to newness in knowledge by elaborating that the influence of visual merchandising strategies on impulsive buying behaviour is strengthened by the mediating role of customer emotions. Despite these useful insights, the study has some of limitations. The geographical distribution of the sample is biased, with 50% of the responses coming from the Western and Northwestern provinces. This could affect the generalization of the findings to the whole country since consumer behaviour in those less-representative provinces may be very different. Also, the use of self-administered online questionnaires opens up the opportunity for response bias in that participants might misinterpret some questions or answer less truthfully without guidance. Again, the exclusion of qualitative methods such as interviews or focus groups restricts the possibility of deep exploration into the motivations and emotions of respondents. The study’s findings provide actionable recommendations for retailers, both large and small, to improve their store environments. Retailers should prioritize impactful strategies such as mannequin displays, promotional signage, and effective lighting arrangement to evoke positive emotions and drive impulsive buying behaviour. Visual merchandising strategies that resonate with the preferences and emotions of the younger demographic will help drive consumer engagement and increase market share by providing value to consumers. The study will also help consumers understand marketing strategies and how they should behave during shopping. Furthermore, policymakers can make better decisions by optimizing their knowledge of the fashion retail industry and consumer behaviour.Item The Impact of Visual Merchandising on Gen Z's Impulsive Buying Behaviour on E-commerce Platforms in The Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Riptha, M. P. A. F.; Wanninayake, W. M. C. B.; Ekanayake, G. D.This research primarily attempts to try concerning the difference that visual merchandising creates on an impulsive buying behaviour as well as established such behaviour by consumers but particularly Generation Z (Gen Z) who are into online buying going across an e-commerce platform in the Western Province of Sri Lanka. The emergence of online shopping demanded that one understands the various consumer behaviour phenomena on impulsive buying. Particularly investigated were how such display strategies were applied in triggering impulsive buying by product displays, websites, colour schemes, and promotional visuals. The study is to fill the gap in the existing literature regarding how visual elements help to shape Gen Z's purchasing decisions while offering a window into the Sri Lankan e-commerce market. The fundamental argument proposition is that well-structured, visually stimulating websites can convince impulsive purchases very well, all channelling personal to time-limited promotional elements. This study employs a quantitative method through a structured questionnaire survey of 384 respondents. Convenience sampling is used to select respondents who frequently interact with e-commerce from the western province of Sri Lanka. This research survey was organized to find the effects of some visual merchandising techniques on impulsive buying behaviour. The setting of this research is in a country that is currently advancing into an online market: becoming popular within the young, tech-savvy audience in Sri Lanka. Descriptive and inferential statistical techniques were utilized in analysing the data to come up with meaningful insights with respect to the relationships posited between visual merchandising factors and consumer behaviour. This research indicates that an appealing web-design, flashy display of products, and colourful promotional graphics trigger impulsive buyer behaviour among consumers of Generation Z. Another effect was that personalizing visuals by formulating them according to individuals' preferences drew remarkably high impulse buying. Time-limited sales such as flash sales and countdown timers have also been confirmed to be the most prominent key contributors to impulse purchases. These results agree with prior studies that underline the stimulation of such consumer behaviour by visuals. However, in the modern mobile world, a well-optimized visual merchandising strategy becomes necessary because the majority of respondents use smartphones to access e-commerce. The integration of social media with e-commerce platforms also represents an effective way to entice spontaneous purchases through instant interactive content delivery. A few limitations attached to the present study exist, even though the study contributes immensely. The restrictions on generalizability might be processed because of convenient sampling, making the participants in the sample not very representative of the whole population of e-commerce consumers in Sri Lanka. Secondly, the inclusion of online surveys restricts the depiction of consumer decision-making in context because it appears that the data is not collected, mostly acquired from the participants via survey questions. Generally speaking, data collection is cross-sectional; thus, these cannot be expressions of cause-outcomes between visual merchandising strategies and impulsive buying behaviour. The consideration for future research might be seen factoring these two variables by longitudinal designs or engaging qualitative methods of research like interviews or focus groups for deeper insights into consumer motivations. Theoretical implications of this study with respect to consumer behaviour in the era of e-commerce mainly centre on how Generation Z responds to visual merchandising. Extending the studies of impulsive buying, the study identifies and analyses the key role of visual components in defining online shopping experiences. Based on results obtained, this study has some practical implications for e-commerce businesses in Sri Lanka. To better optimize visual merchandising strategies and to convincingly prompt consumption, the design of websites should focus on having visually attractive and mobile-optimized websites, use personalized product displays, and launch time-sensitive promotions that aim to grab consumers' attention. These can also be supplemented by getting social media involved with the experience of shopping online along with putting in interactivity aspects for better engagement and bigger impulses to purchase. Future studies can even explore the effectiveness of new technology such as augmented reality (AR) or virtual reality (VR) toward the improvement of efforts in visual merchandising and the effects of ethical consumerism and sustainability on Gen Z's decision-making processes.