Commerce and Management
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Item Factors Influencing the Purchase Intention of Organic Food in Sri Lanka: The Moderating Role of Labels and Certifications(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Edirisinghe, G. D.; Udovita, P. V. M. V. D.This study examines the factors influencing the purchase intention of organic food in Sri Lanka, focusing on the moderating role of labels and certifications. While global research highlights the importance of organic labels in consumer decision-making, Sri Lanka’s organic food market remains underdeveloped. This study investigates the impact of health consciousness, environmental consciousness, price sensitivity, and perceived quality on purchase intention, addressing the gap in understanding the role of certification systems in the Sri Lankan context. A positivist research paradigm with a deductive approach was adopted. A structured questionnaire was administered to 356 organic food consumers across Sri Lanka using a convenience judgment sampling method. A linear regression model was used to assess the impact of the identified determinants on purchase intention. The study employed a cross-sectional design to capture consumer insights at a single point in time. The results revealed significant positive relationships between purchase intention and environmental consciousness (β = 0.583, R² = 0.340, p < 0.001), health consciousness (β = 0.635, R² = 0.403, p < 0.001), price sensitivity (β = 0.546, R² = 0.298, p < 0.001), and perceived quality (β = 0.586, R² = 0.344, p < 0.001). Health consciousness had the strongest influence on purchase intention. Labels and certifications significantly moderated the relationships between these factors and purchase behavior (R² = 0.5798, p < 0.001), reinforcing their importance in enhancing consumer trust and decision-making. The study relied on variables derived from existing literature, limiting the inclusion of uniquely Sri Lankan factors. Geographically, the research was concentrated in the Western and Southern Provinces, restricting generalizability to other regions. The exclusive use of quantitative methods also limited deeper qualitative insights into consumer perceptions. This study provides actionable insights for marketers and policymakers to promote organic food adoption. Marketers should leverage labels and certifications to enhance consumer trust, highlight health benefits, and emphasize sustainability. Policymakers should strengthen national certification systems to align with international standards and introduce financial incentives for organic farmers to reduce production costs and improve market accessibility. Future research should explore regional variations and incorporate qualitative approaches for a more holistic understanding of consumer behavior.Item Factors Influencing Students’ Intentions to Enroll in Private Educational Institutions in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ruwanpathirana, S. R.; Bandara, B. S. S. U.This study examines the factors influencing students’ intentions to enroll in private educational institutions in Sri Lanka, addressing the increasing demand for private education due to limited capacity in public institutions and rising competition. Understanding the key drivers of enrollment decisions is crucial for educational institutions to enhance their offerings and marketing strategies. The study explores location, price sensitivity, institutional reputation, traditional and digital advertising, recommendations, and learning facilities as determinants of enrollment intention, providing actionable insights for stakeholders in the private education sector. A quantitative research methodology was employed, collecting data from 327 respondents aged 15 to 30 years through structured questionnaires. The sample represented a diverse demographic, encompassing both urban and rural regions of Sri Lanka. The study was guided by theoretical models, including the Theory of Planned Behavior (TPB), Social Cognitive Theory (SCT), and Rational Choice Theory (RCT), to understand the decision-making processes influencing students' educational choices. Statistical techniques were used to test hypotheses and assess the relationships between independent variables (factors affecting enrollment) and the dependent variable (students' intention to enroll). Findings reveal that institutional reputation is a primary determinant of enrollment decisions, emphasizing perceived quality, alumni success, and brand recognition. Digital advertising, particularly targeted social media campaigns, significantly influences students’ choices, whereas traditional advertising methods have a lesser impact. Recommendations from alumni, peers, and educators play a crucial role, highlighting the importance of word-of-mouth marketing. Location is a key consideration, with urban institutions being preferred due to proximity to job opportunities and modern facilities. Price sensitivity also significantly influences enrollment, with affordability and perceived value affecting decision-making. Financial aid and scholarships enhance students' willingness to enroll. Moreover, learning facilities, including modern classrooms, libraries, and extracurricular opportunities, positively correlate with enrollment intentions. These findings underscore the multifaceted nature of student enrollment decisions, revealing the interplay of economic, social, and institutional factors. To attract and retain students, private institutions must adopt a holistic approach, addressing both practical concerns and emotional drivers. The study acknowledges several limitations. As research was conducted within Sri Lanka, findings may not be fully generalizable to other cultural, economic, and regulatory contexts. While the sample size is statistically valid, it represents a subset of the population, which may not capture the full diversity of enrollment intentions. Additionally, the study focuses solely on private institutions, leaving the public education sector unexplored. Furthermore, self-reported data may be subject to respondent biases, such as overstatement of certain factors due to social desirability. While seven key variables were examined, other potential influencers, such as parental influence and societal expectations, were not explored in depth. These limitations suggest the need for caution in generalizing findings while offering opportunities for future research. The implications of this study are significant for policymakers, private institutions, and researchers. Policymakers should focus on regulating private education to ensure equitable access and quality standards, potentially introducing tax incentives for scholarships and subsidies for private institutions. For private educational institutions, findings emphasize the importance of branding, digital marketing, and infrastructure development. Institutions should strengthen their online presence, leverage alumni networks, and adopt competitive pricing strategies. For researchers, this study serves as a foundation for further exploration into student enrollment intentions. Future research could adopt a comparative approach, analyzing public versus private institutions or expanding into international contexts. Longitudinal studies could provide deeper insights into how enrollment intentions evolve over time and in response to market dynamics.Item Factors Influencing on Used Passenger Car Purchase Intention by Examining the Mediation of Perceived Value in Sri Lankan Used Vehicle Market(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nirmani, M. W. T.; Gunawardane, W. A. D. N. R.With the suspension of new car imports to Sri Lanka from 2020, there has been a significant transformation in the used vehicle market in Sri Lanka in the last decade. Therefore, understanding the factors influencing the used passenger car purchase intention of consumers will be very helpful for all organizations and businessmen involved in the used vehicle market in Sri Lanka to formulate effective strategies, the research's purpose is investigating the factors influencing on used passenger cars purchase intention in used vehicle market in Sri Lanka, focusing on the mediating role of perceived value. This study adopted a positivist approach, focusing on quantitative methodology concerned with analysing relationships between variables, and collected primary data based on a sample of 398 respondents, utilising structured online questionnaires.. The results of the analysis show that among the independent variables, brand, price, design, technical consideration, etc., only the "technical consideration" variable has a weak relationship with perceived value. It has been confirmed that it is not a significant effect by accepting other hypotheses. Accordingly, this study has further shown that the variables brand, price, design, technical consideration, perceived value is all the most important in determining purchase intention. Not only that, the findings of this study have confirmed that the mediation of perceived value is also an important variable.This research has implications for theory as well as practice. From a theoretical perspective, it enriches the literature by elaborating on the mediating role of perceived value in the context of intention to purchase a used car. Practically, it gives actionable insights to automotive companies and leasing firms on strategic branding, competitive pricing, and innovative design for enhanced consumer value perception. In addition, it provides insight to used car dealers, online buying and selling vehicle platforms, customers, and new entrepreneurs.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 Factors Influencing Consumer Visiting Intentions Toward Small and Medium-Scale Fashion Outlets in Sri Lanka’s Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhumali, A. P. D. K.; Bandara, B. S. S. U.This study examines the factors influencing consumer visiting intentions toward small and medium-scale fashion outlets in Sri Lanka’s Western Province. Despite offering unique and localized products, these outlets face challenges in competing with large-scale retailers due to limited brand presence, marketing reach, and operational constraints. Addressing this practical and empirical gap, the study explores how visual and non-visual merchandising, store location, parking facilities, fashion trends, and promotional activities impact consumer decisions. By understanding these factors, small and medium-scale outlets can develop strategic measures to attract foot traffic and enhance competitiveness within Sri Lanka’s fashion retail industry. A quantitative research design was employed to systematically analyze the variables influencing consumer visiting intentions. Data were collected from 384 respondents residing in Sri Lanka’s Western Province, all of whom had visited small and medium-scale fashion outlets within the past three months. A structured questionnaire was designed based on a conceptual framework, incorporating store location, merchandising strategies, parking availability, promotional efforts, and alignment with fashion trends as key independent variables. A convenience sampling method was used to reach a diverse yet relevant respondent pool. IBM SPSS Statistics 25 was utilized for descriptive analysis, correlation assessment, and multiple regression modeling to examine the relationships between the identified variables and consumer visiting intentions. Findings indicate that all examined factors significantly influence consumer visiting intentions, with visual and non-visual merchandising emerging as the most impactful determinant. This underscores the importance of aesthetically appealing store layouts, window displays, and in-store ambiance in attracting and retaining customers. Fashion trends also played a critical role, reinforcing the need for trend alignment to cater to evolving consumer preferences. Additionally, practical factors such as store location and parking facilities were found to enhance shopping convenience, contributing to positive visiting intentions. While promotional activities were less influential than merchandising and fashion trends, they still played a meaningful role in generating awareness and increasing foot traffic. These findings align with existing literature on sensory marketing and consumer behavior, affirming the importance of creating engaging shopping experiences in an increasingly competitive retail landscape. Despite its contributions, the study acknowledges several limitations. The focus on the Western Province may limit the generalizability of findings to other regions in Sri Lanka where cultural, economic, and demographic variations may influence consumer behavior differently. Additionally, convenience sampling, while practical, may introduce selection bias, potentially affecting the reliability of the results. The use of self-reported data may also be susceptible to response biases. This research holds significant theoretical and practical implications. Theoretically, it contributes to consumer behavior and retail marketing literature by examining consumer visiting intentions within the context of small and medium-scale fashion outlets, a segment often overlooked in favor of large-scale retailers. The findings validate the role of sensory marketing strategies, such as visual and non-visual merchandising, in shaping consumer preferences while emphasizing the importance of operational factors like store accessibility and parking availability. From a practical perspective, the study provides actionable recommendations for small and medium-scale fashion retailers to enhance consumer engagement and competitiveness. Investing in dynamic visual merchandising practices, such as well-designed window displays, strategic lighting, and intuitive store layouts, can create more inviting shopping experiences. Additionally, aligning product offerings with evolving fashion trends can improve relevance and customer retention. Enhancing store accessibility and parking convenience is also crucial in increasing foot traffic and improving customer satisfaction. Promotional activities, particularly those centered around discounts, loyalty programs, and in-store events, can further incentivize customer visits. Beyond individual retailers, the study underscores the broader economic significance of supporting small and medium-scale fashion businesses, which primarily sell locally produced goods and contribute to entrepreneurship and employment. Strengthening their market position can drive regional economic growth while offering consumers diverse and accessible shopping options. Future research could expand on these findings by incorporating other provinces in Sri Lanka to develop a more comprehensive understanding of consumer behavior across varied retail environments. Additionally, employing qualitative research methods, such as focus groups and in-depth interviews, could provide richer insights into consumer motivations and perceptions. Future studies may also explore emerging technologies, such as digital marketing, social media influence, and e-commerce platforms, in shaping consumer visiting intentions in the evolving retail sector.Item Exploring the Role of Personalized UX/UI in Driving Customer Loyalty: The Mediating Influence of Satisfaction and the Moderating Role of Culture in Sri Lankan E-Commerce(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nawanjana, H. R. S.; Subasinghe, S. M. A. N. M.This study focuses on how consumer loyalty is affected by user experiences (UX) and personalized user interfaces (UI) in Sri Lanka's e-commerce sector. E-commerce is changing consumer behavior, especially in economies that are developing. It is important to understand how customized design features affect client retention. By investigating the moderating impact of cultural factors and the mediating function of customer satisfaction, this research aims to address important gaps in the literature. In order to offer insights into developing more captivating and loyalty driven e-commerce platforms, it examines the interaction between technical personalization and culturally appropriate design techniques. The nature of the research design is quantitative, and for that purpose, questionnaires were distributed among E-commerce users in the Colombo District. In this regard, the total sample size is 396, which is more than the minimum required of 385 at a confidence level of 95% and margin of error of 5%. The sampling followed will be simple random sampling to make the sample representative and reduce bias. Data analysis was performed in SPSS using a number of techniques: correlation analysis to investigate relationships between variables, regression analysis to estimate direct and combined effects, and mediation/moderation analysis to investigate the role of customer satisfaction and cultural considerations. Reliability and validity of measures were confirmed using Cronbach's Alpha and factor analysis, respectively. The findings indicate a positive, robust relationship between personalized UX, UI design and customer loyalty, with customer satisfaction playing a major mediating role. This aspect of personalization was translated into features which had to be considered in design phase, such as intuitive navigation, culturally aligned design elements, tailored recommendations, etc. All of these were bolstered by user satisfaction which in turn encouraged loyalty. In addition, culture was a significant moderating factor affecting responses to personalized UX, UI across demographic groups. These findings highlight the need for E-commerce platforms to customize their designs to accommodate the cultural and social preferences of their target audiences. A few limitations in this study have to be acknowledged. First, the geographical limitation of this study to the Colombo district alone restricts generalizing findings to other regions of Sri Lanka, given the existing different economic and cultural dynamics in those areas. Second, reliance on self reported survey data introduces biases associated with social desirability and recall inaccuracies. Lastly, the study's scope was limited to customer satisfaction and cultural considerations, and thus other potential moderating factors include technological literacy and economic status, which were left for future exploration. Addressing these limitations in subsequent research can enhance the comprehensiveness of the findings. Implications are both theoretical and practical. Theoretically, this adds to the body of increasing literature in e-commerce personalization about how UX, UI design and cultural consideration play a dual role in shaping customer loyalty. Practically, actionable insights are given for e-commerce practitioners operating in Sri Lanka and other similar markets. It is done by a culturally sensitive design strategy and personalized UX and UI elements. This, in turn, goes on to help build long-term loyalty in customers. The study further outlines that continuous improvement and user feedback mechanisms should be used to fine-tune design elements through changing consumer needs. In this relationship, future research may involve extending the geographical scope by including rural and suburban areas to get a broader insight into E-commerce user behavior in Sri Lanka. They could also delve into what extent emerging technologies, like artificial intelligence and machine learning, are being used for further personalization of UX and UI designs. Comparisons with other developing markets also add depth to the overall generalizability of findings globally.Item Exploring the Role of Influencer Marketing on Green Brand Loyalty: Study the Mediating Effect of Environmental Consciousness with Special Reference to the Personal Care Industry in Sri Lanka: A Literature Review(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Vidanagama, A. S.; Udovita, P. V. M. V. D.With the increasing global focus on sustainability, consumer behavior has shifted toward environmentally conscious purchasing decisions, particularly in the personal care industry. Influencer marketing has emerged as a key driver in promoting green brands and fostering consumer engagement. This study explores the impact of influencer marketing on green brand loyalty in Sri Lanka’s personal care industry while examining the mediating role of environmental consciousness. The research provides insights into how sustainability-driven influencer strategies can enhance consumer loyalty and strengthen brand positioning. A deductive approach and quantitative research methodology were employed to validate the conceptual framework and hypotheses. Data were collected through a structured questionnaire administered to 364 respondents from the Western and Southern provinces, where awareness and accessibility to green products are relatively high. Key variables, including influencer marketing, environmental consciousness, and green brand loyalty, were measured using validated scales. Statistical analyses, including correlation, regression, and mediation analysis, were conducted using Hayes’ PROCESS macro to assess the relationships among the variables. The results indicate a significant positive relationship between influencer marketing and green brand loyalty (β = 0.737, p < 0.001). Influencers who demonstrate credibility, relatability, and expertise effectively build trust and emotional connections with consumers. Content formats such as tutorials, testimonials, and eco-friendly lifestyle demonstrations play a crucial role in driving brand loyalty. Furthermore, influencer marketing significantly influences environmental consciousness (β = 0.689, p < 0.001), as influencers serve as educators who raise awareness about sustainability and eco-friendly behaviors. Additionally, environmental consciousness positively impacts green brand loyalty (β = 0.709, p < 0.001), indicating that consumers who are more environmentally aware exhibit stronger brand commitment. Environmental consciousness also partially mediates the relationship between influencer marketing and green brand loyalty (β = 0.268, 95% CI [0.172, 0.369]), suggesting that while influencer marketing directly influences loyalty, its impact is enhanced when consumers develop a deeper understanding of environmental issues. The reliance on self-reported data introduces potential biases, as respondents may overstate their environmental consciousness or loyalty. The cross-sectional design limits the ability to track long-term changes in consumer behavior. Furthermore, the study focuses on urban and suburban areas, which may not fully represent rural populations where access to green products and engagement with influencer marketing may differ. Theoretically, this study contributes to the green marketing and influencer marketing literature by demonstrating the mediating role of environmental consciousness in shaping brand loyalty. Practically, it offers actionable recommendations for brands, influencers, and policymakers. Brands should collaborate with credible influencers who align with sustainability values to amplify green messaging and foster stronger customer loyalty. Transparency in sustainability claims and the use of engaging content formats such as eco-friendly tutorials and testimonials can enhance trust and consumer engagement. For influencers, the findings highlight the importance of creating authentic, educational content that emphasizes the environmental benefits of green products. Policymakers can use these insights to establish regulations ensuring transparency in influencer marketing campaigns and preventing greenwashing. Future research could explore the role of different social media platforms in shaping consumer perceptions of green brands and investigate cross-cultural variations in sustainability-focused influencer marketing. Additionally, examining the influence of price sensitivity and product quality on green brand loyalty would offer deeper insights into consumer decision-making.Item Exploring the Impact of Influencers on Brand Trust in Cosmetic Brands: Examining the Mediating Role of Perceived Influencer Credibility and the Moderating Effect of Brand Experience in the Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Senarathne, A. I. U.; Udovita, P. V. M. V. D.This study examines the impact of influencers on brand trust in Sri Lanka’s cosmetic industry, focusing on the mediating role of perceived influencer credibility and the moderating effect of brand experience. The research explores how influencer characteristics—expertise, trustworthiness, and attractiveness—shape consumer perceptions, with perceived influencer credibility acting as a bridge to foster trust. Grounded in the Source Credibility Theory and Brand Experience Model, the study addresses gaps in understanding the interplay between influencer attributes, credibility, and brand trust, offering localized insights into effective influencer marketing strategies. A quantitative, cross-sectional research design was adopted under a positivist philosophy. Primary data were collected through a structured questionnaire from 295 respondents in the Western Province, ensuring a diverse and trend-sensitive sample. Descriptive statistics characterized the demographic profile, while inferential analyses, including regression and structural equation modeling, tested hypotheses and explored the relationships between influencers, perceived credibility, brand trust, and brand experience. Ethical considerations such as informed consent and data confidentiality were strictly maintained. The findings confirm that perceived influencer credibility significantly mediates the relationship between influencers and brand trust. Influencer attributes—expertise, trustworthiness, and attractiveness—positively impact consumer confidence in endorsed brands. Additionally, brand experience moderates this relationship, where positive brand experiences enhance the trust-building effect of credible influencers, while negative experiences weaken this effect. These results underscore the importance of combining influencer marketing with strong brand experiences to build lasting consumer trust. The study is geographically limited to Sri Lanka’s Western Province, restricting its generalizability to other regions and industries. The cross-sectional design prevents an analysis of long-term trends in consumer behavior. Furthermore, reliance on self-reported data introduces potential biases, and the exclusive use of quantitative methods limits an in-depth exploration of emotional and psychological aspects of brand trust. Theoretically, this research extends the Source Credibility Theory by emphasizing the mediating role of perceived influencer credibility in trust formation. It also integrates the Brand Experience Model to highlight the moderating influence of experiential factors. Practically, the findings suggest that cosmetic brands should collaborate with influencers who demonstrate strong credibility and alignment with brand values. Additionally, delivering consistent and engaging brand experiences can amplify the effectiveness of influencer endorsements. Future research could explore additional moderating factors, such as cultural influences or technological advancements like virtual influencers, using longitudinal and mixed-method approaches for a deeper understanding of influencer marketing dynamics.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.Item Exploring Consumer Motivational Factors for Creating User-Generated Content in Sri Lanka’s Western Province Cosmetic Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sandamali, K. B. S.; Wijenayaka, S. I.User-generated content (UGC) has rapidly evolved into a crucial marketing tool with the widespread adoption of social media. Despite its growing presence, there remains a significant gap in understanding how effectively UGC influences different industries, particularly in consumer-driven markets. Many marketers have yet to fully grasp its potential, as the motivations behind content creation are not always clear. Existing research underscores the need for further exploration into the specific factors that drive individuals to generate content, making it essential to identify what truly encourages consumers to actively participate in content creation. This study aims to bridge this gap by analyzing the key motivational factors that inspire individuals to create UGC within the cosmetic industry in Sri Lanka’s Western Province. To achieve this objective, a structured research methodology was employed, following a deductive approach within the positivism paradigm. Data was collected through an online survey distributed via Google Forms, yielding a total of 384 valid responses. The questionnaire was meticulously designed, comprising 30 questions across seven sections, each aligned with critical independent variables, including economic benefits, self-expressiveness, entertainment, knowledge sharing, community engagement, and UGC generation. Additionally, demographic data was collected to ensure consistency and relevance in participant profiles. This study was anchored in the Uses & Gratifications Theory, supported by empirical literature, to establish a strong theoretical foundation. The findings of this research revealed that three key motivational factors, economic benefits, community engagement, and overall consumer motivations significantly influence the creation of UGC. These results highlight that consumers are more likely to generate content when they perceive financial incentives, feel a sense of belonging within a community, or derive personal gratification from their participation. The study’s conceptual framework was rigorously tested and validated, reinforcing its relevance in understanding consumer behavior in the digital landscape. While this research provides valuable insights, it is not without limitations. The study focused exclusively on consumers within the Western Province of Sri Lanka, which may restrict the generalizability of findings to a broader population. Future research should consider expanding the sample to include diverse geographic regions, ensuring a more comprehensive understanding of consumer motivations across different cultural and economic contexts. Additionally, incorporating qualitative methods such as focus group discussions and in-depth interviews could offer richer insights into the underlying psychological and emotional drivers of content creation. From a strategic standpoint, businesses can leverage these findings to develop more effective marketing initiatives that encourage UGC participation. By offering tangible incentives and fostering a strong sense of community among consumers, brands can create an environment that naturally inspires content generation. Moreover, facilitating seamless content-sharing experiences through user-friendly digital platforms can further amplify consumer engagement. As UGC continues to shape digital marketing landscapes, brands that successfully harness its potential will benefit from enhanced visibility, greater consumer trust, and, ultimately, increased sales and brand loyalty.