9th Student Research Conference in Marketing (SRCM) - 2025
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Item The Impact of Green Marketing Strategies towards Consumer buying intention: The Mediating Effect of Perceived Value with Special Reference to Food and Beverage Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kumara, V. R. P. O.; Mirando, U. J.Over the last few decades, environmental sustainability has risen to the top of the agendas of both worldwide and local businesses, and it has been acknowledged as a significant factor in the development of their strategies. More business organizations are now adopting green marketing strategies for their business processes. Considering the findings of previous studies, the importance of key factors such as eco-labeling, eco-packaging, environmental ads, and environmentally friendly brand image was investigated to highlight the role that these elements play in fostering sustainable consumer behavior. Strong emphasis on the significance of consumer buying intentions as a significant factor in determining purchasing decisions. On the other hand, in the real world, there is a significant deviation between what is expected of the organization about the implementation of green marketing strategies such as green packaging, labelling, and other activities, and the value that the consumer experienced and perception to be connected with that particular product. Previous studies have demonstrated that green marketing strategies have a significant effect on the consumers' intentions to make purchases. While some studies investigated the influence that eco-labeling has on perceptions of sensory quality and desire to make a purchase. Others investigated the function that the green marketing mix has in influencing consumers' intentions to make a purchase. However, there is no attempt to place sufficient emphasis on perceived value as a mediator. Therefore, this study attempts to fill in the available variation gap that previously existed by exploring the impact that green marketing strategies have on purchase intentions, with perceived value serving as the mediator. This study focuses on social behavior, specifically purchasing information, using positivism as a philosophical approach. The deductive method is used to construct a hypothesis, and the study uses a questionnaire survey for data collection. The quantitative strategy allows for statistical analysis and identification of patterns and correlations between variables. The sample size is 403. The population is selected through non-probability and convenience sampling. To make statistical results, which are made available by SPSS. This study has explored green marketing strategies has significant impact on consumer buying intention, green marketing strategies has significant impact on perceived value, perceived value has significant impact on consumer buying intention, perceived value has significant impact as mediating role between green marketing strategies and consumer buying intention in food and beverage industry in Sri Lanka. Importantly, there are discrepancies in functional, emotional, and monetary value in the food and beverage industry in Sri Lanka, which makes it difficult for consumers to accept environmentally friendly marketing strategies. Consumers think that there are compromises in quality, that there is not enough emotional pleasure, and that there is a mismatch between the expenses and the advantages. To solve this issue, businesses should improve product quality through the implementation of green initiatives, make investments in research and development for environmentally friendly packaging, establish cross-functional teams for innovation, and carry out powerful marketing efforts to modify consumer preferences and increase sales intents. Additionally, it provides insights that are relevant to the industry on eco-labeling, eco-packaging, and environmentally friendly branding. Furthermore, previous studies have highlighted the impact that green marketing has on consumers' intentions to make purchases, but they have not focused on perceived value as a mediator. The purpose of this study is to fill this vacuum by investigating how perceived value, functional, emotional, and monetary factors act as a mediator in the interaction between green marketing techniques and consumer behavior in the food and beverage industry in Sri Lanka. The study used 403 responses but may not represent the entire population. A larger sample size could improve generalizability and provide stronger insights. The quantitative approach may not fully understand consumer motivations, perceptions, and emotions and may not cover diverse consumer beliefs across demographics or socioeconomic groups. The study's cross-sectional design may miss changing consumer attitudes and habits over time. Additionally, the concept of perceived value may be limited to functional or environmental value, and self-report bias may affect the accuracy of the findings. This research, which was conducted with the participation of 403 individuals, focuses on green marketing techniques, perceived value, and customer purchasing intentions in the food and beverage business. In a subsequent study, the sample size might be increased, a wider range of sectors could be investigated, other aspects of perceived value such as Epistemic value and social value could be implemented, qualitative research methods could be utilized, and longitudinal research designs could be adopted to learn more about consumer behavior.Item The Impact of Emotional Brand Attachment on Customer Loyalty of Ayurvedic Skin Care Products: The Mediating Effect of Brand Love Among Young Consumers in Sri Lanka: A Literature Review(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dissanayake, D. M. T. K.; Dissanayake, D. M. R.This study mainly focused the inter connections amongst Emotional Brand Attachment, Brand Love, and Customer Loyalty while concentrating on the Ayurvedic skincare market in Sri Lanka, especially among young consumers aged 15-29. Due to risk related to synthetic skin care products, young consumers seemed to become loyal to Ayurveda beauty care products that are organic, environmentally friendly, and culturally appropriate. Accordingly, the study investigates how brand love mediates emotional ties to brands and how these influence loyalty behaviors in a diverse and evolving market, drawing on the theories of attachment, self-expansion, and social identity. This paper fills the above-listed gap by exploring these constructs in the context of Ayurvedic skincare, which is a field that is all about consumer values, and traditional practices in combination with current preferences. This study applied a quantitative research design whereby 385 respondents were given structured questionnaires to complete for data collection, and convenient sampling method was used to execute the survey. The statistical analysis carried out by using SPSS-23 version revealed that brand love mediates the impact of Emotional Brand Attachment on Customer Loyalty, Moreover, affection, passion, and self-brand integration of the Emotional Brand Attachment were recognized as the critical elements that boost Brand Love. It then leads to customer loyalty behaviors which can also extend to repurchasing, advocating for the brand, identifying with the brand, and resisting other brands. In addition, the current research points out that loyalty behaviors are not restricted to consumption experiences but create a positive sense of belonging and identification among consumers on the part of the organization or business that is benefiting from their loyalty. In addition, the study also reveals that loyalty behaviors go beyond just the number of transactions but procreate a sense of belongingness to a community and identity among the loyal customers. So, the conclusions strengthen the theoretical assumption on the key role of emotional appeal in branding. A few exceptional Ayurvedic skincare brands that focus on the formation of appealing and meaningful linkages with consumers can enhance their consumer bonds and lay down long-term, positively appealing bonds with them and, thus, achieve sustainable competitive advantages. The stated strategies help not only retain the customers but also build brand image and customer loyalty in the long run. In an industry where competition is high and products are symbolic, emotional branding stands unique as a way for the brands to appeal to the consumer. By combining Emotional Brand Attachment, Brand Love, and Customer Loyalty into a unified framework specially designed for the understudied Ayurvedic skincare industry, this study significantly advances the field of emotional branding. It offers empirical evidence and valuable recommendations to marketers to distill culturally appropriate and emotionally appealing marketing strategies that would appeal to the younger generation. This paper adds to the branding literature by highlighting how branding strategies can resonate with, and thereby gain the support of, this group through appeal to their specific values, goals, and Culture. The work has useful implications for industry practitioners as it underscores the importance of performing analysis and matching the product and communication offers with the culture and emotion range consumers respond to. This therefore shows that Ayurvedic skincare brands must consider emotional branding a factor they can employ to effectively create a wedge between them and other competitors as they seek to create long term relationships with the consumers. Also, the findings provide a research agenda for future research, with directions to understand how the emotional branding strategies can build on the higher levels of brand loyalty in similar markets and consumers segments. This work calls for a comprehensive study of various complexities of the emotional branding approaches that firms could employ to foster helpful brand consumer relationships in various global cultures.Item The Impact of Buy Now Pay Later (BNPL) Payment Methods on Impulsive Buying Behavior: The Moderating Role of Financial Literacy in the Context of E-Commerce Platforms in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Abeysundara, R. H. J. D.; Udovita, P. V. M. V. D.With the rapid adoption of Buy Now Pay Later (BNPL) payment methods in Sri Lanka’s e-commerce sector, this study examines their impact on impulsive buying behavior, focusing on the moderating role of financial literacy. While BNPL services provide financial flexibility and convenience, they also encourage impulsive spending by lowering perceived financial barriers. However, the extent to which financial literacy mitigates these tendencies remains underexplored, particularly in emerging economies. Grounded in the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), this study investigates the behavioral drivers behind BNPL adoption and impulsive buying tendencies. It also considers Sri Lanka’s unique socio-economic and cultural factors that influence consumer behavior. The findings provide insights for policymakers, e-commerce platforms, and financial institutions to promote responsible BNPL usage and financial education initiatives. This study adopts a deductive approach and an explanatory research design, drawing from TPB and TAM frameworks. Data were collected through a structured questionnaire administered to 385 respondents who had used BNPL services for online purchases within the past six months. Convenience sampling was used, and statistical analyses—including correlation and regression—were conducted using SPSS. Descriptive statistics, reliability analysis, and multiple regression techniques were employed to examine the relationships between BNPL usage, impulsive buying behavior, and financial literacy. The results confirm a significant positive relationship between BNPL payment methods and impulsive buying behavior. Consumers who frequently use BNPL services exhibit higher impulsive buying tendencies due to reduced perceived financial barriers, immediate gratification, and ease of deferred payments. Promotional offers, seamless checkout experiences, and psychological perceptions of affordability further drive this behavior. However, financial literacy moderates this relationship, with financially literate consumers demonstrating better control over their purchases and a heightened awareness of the long-term financial implications of BNPL usage. While financial literacy does not entirely eliminate impulsive buying tendencies, it significantly reduces their frequency and intensity. The study also highlights Sri Lanka-specific socio-economic factors, such as limited credit card penetration, varying levels of financial education, and cultural attitudes toward debt, which shape consumer behavior differently from developed markets. The study is subject to several limitations. The reliance on convenience sampling may introduce bias and limit the generalizability of findings. Additionally, the cross-sectional design prevents tracking long-term behavioral changes. Self-reported data may lead to response bias, as participants could overstate or understate their financial behaviors. Moreover, the study does not consider external macroeconomic factors, such as inflation, interest rates, or financial regulations, which could impact BNPL adoption and impulsive buying behavior. Theoretically, this study contributes to the BNPL and consumer behavior literature by integrating financial literacy as a moderating factor. Practically, the findings provide actionable insights for policymakers, e-commerce platforms, and financial institutions. To mitigate impulsive buying behavior, financial education initiatives should be integrated into digital financial services. BNPL providers should ensure transparent marketing strategies, helping consumers make informed purchasing decisions. Businesses can develop targeted consumer protection policies to encourage responsible BNPL usage while maintaining a balance between consumer spending and financial well-being. Future studies should employ probability sampling with a larger, more diverse sample to enhance generalizability. Additionally, longitudinal research would provide insights into how regulatory changes, technological advancements, and evolving consumer preferences influence BNPL adoption and impulsive buying trends over time. Exploring cross-cultural variations in BNPL usage could further enrich the understanding of its impact on consumer behavior globally.Item Impact of Website Design Elements on Purchase Intention in The Vehicle E-Commerce Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wijesundara, W. M. R. A.; Udara, S. W. I.This study examines how website design elements influence purchase intentions among vehicle e-commerce users in Sri Lanka. The study addresses the growing need for trust and usability in online platforms that deal with high-stakes purchases, such as automobiles, where decision-making is complex and emotionally charged. Despite global e-commerce growth, Sri Lankan vehicle e-commerce stands behind in terms of incorporating advanced design elements such as interactivity and personalised user experiences. This study addresses this gap by assessing visual design, interactivity, information quality, and usability as important factors influencing consumer trust and decision-making. The study uses a quantitative research methodology with a cross-sectional time horizon. The research population consists of Sri Lankan vehicle e-commerce users, with a sample size of 370 participants chosen using simple random sampling. Data was gathered using a self-administered questionnaire distributed online and analysed with SPSS software. The study uses descriptive statistics, correlation analysis, and multiple regression to determine the relationships between website design factors (visual design, interactivity, information quality, and usability) and purchase intentions. The methodology provides a solid framework for achieving the study's goals and investigating practical implications for e-commerce platforms. The findings show that visual design, which includes elements such as aesthetic appeal, layout, and image quality, has a significant impact on first impressions and trust. Interactivity features like virtual test drives, 360-degree views, and customisation options improve emotional connection while lowering perceived risks associated with online vehicle purchases. Information quality, which includes accuracy, relevance, and credibility, is critical in addressing consumer concerns about product authenticity and specifications, resulting in increased decision confidence. Usability factors such as easy navigation, advanced search filters, and mobile responsiveness improve the user experience by allowing seamless browsing and informed decision making. Collectively, these factors contribute to increased purchase intentions among Sri Lankan vehicle e-commerce users. Furthermore, the study aligns with existing consumer behaviour theories while addressing gaps unique to the vehicle e-commerce context. The study's cross-sectional design limits its ability to capture longitudinal changes in consumer behaviour and preferences. Furthermore, reliance on self-reported data may result in response bias. The findings are context-specific to Sri Lanka, which may limit their applicability to other geographic regions or markets. The study focusses primarily on the vehicle e-commerce industry, but future research could compare findings to other high-involvement e-commerce sectors, such as real estate or luxury goods. Research findings provide actionable insights for e-commerce developers and marketers, such as incorporating interactive features, verified inspection reports, and enhanced usability elements to increase trust and conversion rates. The study highlights the importance of immersive and user-centered experiences that mimic in-store interactions. Implementing these recommendations on Sri Lankan platforms may increase competition and consumer confidence in vehicle e-commerce. Future research could use longitudinal designs to examine changes in consumer behaviour over time or to compare results from various e-commerce industries. Exploring cross-cultural or international contexts may provide additional insights into the proposed design elements' universal applicability.Item 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.Item Factors Influencing Gen-Z Consumers’ Purchase Intentions for Carbonated Soft Drinks: The Mediating Role of Attitudes Toward Sugar Labeling(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Geethanjana, R. S.; Bandara, B. S. S. U.This study examines the factors influencing Gen-Z consumers’ purchase intentions for carbonated soft drinks in the Western Province of Sri Lanka, with a particular focus on the mediating effect of attitudes toward sugar labeling. Carbonated soft drinks are widely consumed globally, including in Sri Lanka, where they have become an integral part of daily consumption habits, particularly among young adults and adolescents. Gen-Z, a key target demographic for these products, continues to demonstrate high demand for carbonated soft drinks despite growing awareness of health risks associated with sugar consumption. To mitigate these risks, the Sri Lankan government has mandated sugar labeling on carbonated beverages to enhance consumer awareness. However, a paradox exists where Gen-Z consumers, despite acknowledging health concerns, continue purchasing these drinks, indicating a discrepancy between health attitudes and actual behavior. This study investigates health consciousness, nutrition knowledge, general health interest, and awareness as independent variables, with purchase intention as the dependent variable, and attitudes toward sugar labeling as a mediating variable. A deductive research approach was adopted, utilizing a conceptual model validated through a structured survey. The study developed nine hypotheses examining the relationships between key variables. A questionnaire with 26 items was distributed among Gen-Z consumers aged 16 to 27 years in the Western Province, yielding 390 valid responses. Data were analyzed to assess the significance of the proposed relationships. Findings reveal that attitudes toward sugar labeling significantly mediate the relationship between health consciousness, nutrition knowledge, general health interest, and awareness with purchase intention. While sugar labeling positively influences health-conscious consumers, its impact is weaker among non-health-conscious individuals, who prioritize taste preferences or express skepticism about labeling reliability. Although all hypotheses were supported, findings indicate that Gen-Z consumers in Sri Lanka exhibit relatively low awareness of sugar labeling policies and their implications. This study acknowledges several limitations. As a positivist research study, the reliance on a structured questionnaire may limit respondents' ability to express broader perspectives due to the absence of qualitative insights. Additionally, self-administration of the survey may introduce response biases, including misinterpretation of questions, inattentive responses, and inaccurate self-reporting. The findings have important implications for policymakers, marketers, and public health professionals. The study underscores the need for stricter enforcement and standardization of transparent sugar labeling to facilitate informed consumer choices. For marketers, the research highlights opportunities to target health-conscious Gen-Z consumers through product innovations, strategic advertising, and low-sugar or sugar-free product offerings that align with Gen-Z values and health preferences.Item Exploring the Impact of Brand Love on Consumer Purchase Intention: The Mediating Role of Brand Trust in the Soft Drinks Market in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Piyumini, L. G. M.; Udovita, P. V. M. V. D.This study examines the influence of brand love on consumer purchase intention in the Sri Lankan soft drinks market, focusing on the mediating role of brand trust. It addresses the research gap concerning how emotional bonds with a brand influence purchasing decisions in a culturally diverse and highly competitive market. The study highlights the significance of emotional branding and trust-building strategies in fostering customer loyalty and increasing sales. A quantitative research approach within a positive framework was employed. Data were collected through a structured questionnaire administered to a sample of 385 soft drink consumers in Sri Lanka. A deductive approach was applied to test hypotheses regarding the relationships between brand love, brand trust, and purchase intention. Correlation analysis, multiple regression analysis, and mediation analysis were conducted to validate the proposed conceptual framework. The results indicate that brand love positively influences purchase intention, with brand trust playing a partial mediating role. Consumers with strong emotional attachment to a brand tend to develop trust, which in turn drives their purchase decisions. Findings suggest that while brand love is a key driver of purchase intention, trust strengthens the relationship, particularly in the Sri Lankan cultural and social context. This study is limited by its sample size and short-term nature, restricting its generalizability across the broader Sri Lankan market or over time. Additionally, the lack of extensive prior research on the Sri Lankan soft drinks market posed challenges in contextualizing findings. Theoretically, this study contributes to the understanding of how brand love, trust, and purchase intention interact within an emotional branding framework. Practically, it offers actionable insights for Sri Lankan soft drink companies, emphasizing the importance of trust-building alongside emotional branding strategies. These insights can help brands differentiate in a competitive marketplace and cultivate long-term consumer loyalty. Future research may explore cross-cultural influences and innovative trust-building strategies across different demographic segments and industries.