Symposia & Conferences

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Impact of Consumer Attitude on Consumer Buying Behavior with the Moderating Effects of Price Sensitivity and Consumer Trust with Special Reference to the Organic Food Industry Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dileesha, W. M. N.; Mirando, U. J.
The organic food industry in Sri Lanka, especially in the Western Province, has shown significant growth in recent years due to increasing consumer awareness of health and sustainability. Understanding consumer attitudes and their impact on purchasing behavior is crucial for effectively targeting and retaining consumers in this emerging market as well as for business survival. In today's health-conscious society, there is a strong demand for organic foods. Consumers look for more information when buying organic food than when buying conventional food. In some cases, when buying organic food, there is doubt in society about whether the food is organic food. There is a question in the market that needs to be researched in this field to find out the reason why the price of organic food is higher than non-organic food and how price sensitivity influences consumer behavior. Along with knowledgeable and educated consumers, consumption could be raised on another level. Do people who talk about sustainability and organic pay attention to sustainability and organic when they buy in the market? Or whether they buy non-organic items and don't buy organic items because their prices are high or because of a no belief that the vegetables are organic or not, no study has been done specifically for vegetables. limited product choice, high price, consumer distrust toward organic products, satisfaction with conventional food, or a lack of consumers perceived differences in the taste of organic products. In recent decades, there has been extensive growth in the global demand for organic. There is no recent study on how consumer trust and price sensitivity affect buying attitudes and buying behavior and there is no study that correlates these variables. The aim of this study is to investigate the impact of consumer attitudes on purchasing behavior in the organic food sector while also examining the moderating effects of price sensitivity and consumer trust. This research takes a deductive research approach. The research utilized a quantitative approach, with primary data collected from 384 respondents in the Western Province of Sri Lanka through a structured questionnaire. Data collection is one of the important steps within the research study. It will be facilitated testing the hypothesis and to guarantee the representativeness of the population the random sampling method was consumers. The standard questionnaire was distributed among the current and potential organic food consumers. The questionnaire used a five-point Likert scale to indicate the respondents’ ideas. Convenience sampling was employed to construct the sampling framework. The data were analyzed usindescriptive statistics, correlation analysis, and multiple regression analysis with IBM SPSS Statistics 23 to identify the relationships between key variables. The findings suggest that consumer attitude significantly influences purchasing behavior, with positive attitudes toward organic food leading to higher purchase intentions. These suggestions for future research can help deepen our understanding of consumer attitudes and behaviors toward organic food products in Sri Lanka, as well as provide insights that can inform marketing strategies, product development, and industry policymaking. Price sensitivity was found to moderate this relationship, as price-sensitive consumers are less likely to translate favorable attitudes into actual purchases. Normally, consumer trust in organic food labels and certifications emerged as a critical moderator, enhancing the strength of the relationship between attitude and purchasing behavior. These results underscore the importance of building trust and addressing price concerns to increase consumer engagement in the organic food market. This research contributes to the existing literature by providing insight into the interplay between consumer attitudes, price sensitivity, and trust in the organic food industry. The study offers useful practical recommendations for marketers, including strategies to enhance consumer trust with transparency and education, and ways to reduce price sensitivity through targeted promotions. This study is important for several reasons. It is important for businesses operating in the organic food industry to understand consumer behavior, which will help them develop and implement effective marketing strategies and policies. It also suggests future research directions, focusing on exploring the influence of physiological, cultural, and demographic factors on purchasing behavior in the organic food sector. The research study has several limitations that affect the generalizability and robustness of its findings. Its geographical focus is limited to the Western Province of Sri Lanka, limiting the applicability of the results to other regions with different economic conditions and cultural backgrounds. A limitation of the study is that it did not use a longitudinal data system. The data used here is cross-sectional. Relying on surveys as the primary data collection method may introduce participant self-reporting errors and biases.
Exploring the Impact of Fintech Literacy, Smart BNPL Solutions and Financial Wellbeing on Consumer Buying Behavior in the Gampaha District, Sri Lanka
(Department of Finance, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Silva, A. S. N.; Perera, L. A. S.
Introduction: The rapid expansion of financial technology (Fintech) has transformed consumer financial behaviors globally, with the rise of Buy-Now-Pay-Later (BNPL) solutions like Koko playing a pivotal role. This study examines the influence of Fintech literacy, smart BNPL solutions, and financial well-being on consumer buying behavior in the Gampaha District of Sri Lanka. Methodology: Adopting a quantitative approach, the study surveyed 386 consumers using a structured questionnaire. The sample was drawn using stratified random sampling to ensure diversity across demographics. Independent variables analyzed included Fintech literacy, BNPL solutions, and financial well-being, while consumer buying behavior served as the dependent variable. Data analysis employed SPSS 23.0, utilizing descriptive statistics, correlation, regression, and factor analyses to derive insights. Findings: The results reveal that Fintech literacy, BNPL solutions, and financial well-being significantly influence consumer buying behavior, with financial well-being emerging as the strongest predictor. Smart BNPL solutions showed a robust correlation with buying behavior, emphasizing their role in reshaping purchasing dynamics. Reliability and validity tests confirmed the consistency of constructs, and multicollinearity tests indicated distinct contributions of each variable to the regression model. Conclusion: The findings underscore the importance of promoting Fintech literacy and enhancing financial well-being to encourage responsible consumer behavior. Policymakers and financial service providers should consider these insights to design educational programs and flexible financial products that align with consumer needs in evolving economic landscapes.
The Impact of Brand Loyalty on Buying Behavior of Consumers of LED Television (Case Study to Philips LED TV)
(University of Kelaniya, 2014) Ravindra, P.; Kumarapeli, K.
The attempt of this study is to examine the impact of the brand loyalty generates on consumers buying behavior especially concerning to LED television. Hence, the purpose of the study is to determine the factors contribute to construct brand loyalty in the minds of consumers and to what extent they influence on consumers‟ buying decision towards LED televisions. The researcher initiates the study in finding relevant literature with regard to the brand loyalty and consumer buying behavior. Based on that literature, the conceptual framework is developed and examined during the study taking the variables from the available literature. The factors such as brand awareness, brand image, perceived quality and company reputation and consumers‟ buying decision are the main variables investigated in the current study. The research methodology mainly focused on gathering primary data using a questionnaire. The analysis of primary data allowed the researcher to examine the hypotheses developed based on the variables identified as main contributory factors in constructing brand loyalty which influence the buying decision of the consumers. The conclusions of the study suggest that there are statistically significant relationship exist between the identified variables and consumers‟ buying decision. Therefore, the recommendations are given by the researcher to increase effectiveness of factors affecting in constructing the brand loyalty towards the selected LED television brand.

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