Symposia & Conferences
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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 Greenwashing on Green Purchase Intention with The Moderating Effect of Green Skepticism in the Organic Food Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Cooray, M. A. R.; Mirando, U. J.Green marketing has grown rapidly in recent years, and businesses have used it to outperform their competitors. Greenwashing has become a critical factor in the organic food industry, especially in developing country markets such as Sri Lanka, where consumer trust plays a crucial role in green purchasing intention. While previous studies have been conducted in Western countries, this study in Sri Lanka is an attempt to partially fill the discrepancy. Therefore, this study investigates the impact of greenwashing on green purchase intention while investigating green skepticism as a moderating variable in the organic food industry in Sri Lanka. The researcher can extend the moderating effect of the factor of green skepticism among greenwashing and green purchase intention, which has been less used in previous studies. The researcher has developed a conceptual framework to examine the impact of greenwashing and green purchase intention in the Organic Food Industry in Sri Lanka. The variable green skepticism is also considered to examine the moderating effect of the above relationship. This study has adopted a positivism research philosophy, and the researcher has used a quantitative methodological approach to examine causal relationships between the variables. This was cross-sectional descriptive research based on an online survey method and data were collected using a structured questionnaire and a 5-point Likert scale-based measure of the dimensions of greenwashing, green purchase intention and green skepticism. The questionnaire includes seven dimensions of greenwashing, five dimensions of green purchase intention and four dimensions of green skepticism. The sample consisted of 384 Sri Lankan consumer respondents. The researcher has used the convenience sample technique under the non-probability sampling method. Two hypotheses were developed based on literature and hypotheses were tested using Statistical Package for Social Sciences (SPSS) with Hayes process model and simple regression analysis. After in-depth analysis, the researcher obtained the findings explained below. The study indicates that greenwashing has a significant negative impact on green purchase intention and significantly impacted green skepticism between greenwashing and green purchase intention in the organic food industry in Sri Lanka. This study’s results reveal that greenwashing impacts green purchase intention. The study highlights useful data to assist practitioners in addressing these issues and emphasizes the significance of decreasing greenwashing for increasing green purchase intention. The findings offer recommendations for further study in countries that are developing as well as implications for businesses that seek to increase the consumption of organic foods and decrease green skepticism. The researcher has considered only the moderating effect of green skepticism, as there may be other variables that mediate or moderate the relationship between greenwashing and green purchase intention. Future researchers could explore the mediating and moderating impact of other factors overlooked in the current study, such as perceived risks, environmental concerns, and customer attitudes, information and knowledge that might affect the association between greenwashing and green purchase intention.Item The Impact of Brand Trust on Consumer Purchase Intention: The Moderating Effect of Price Sensitivity in the Organic Food Industry with Special Reference to Western Province Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ariyarathna, A. M. K.; Udovita, P. V. M. V. D.The organic food industry is witnessing rapid global growth as consumers increasingly prioritize health, environmental sustainability, and ethical consumption. However, in Sri Lanka, factors such as high prices and limited consumer trust pose challenges to market expansion. This study examines the impact of brand trust on consumer purchase intention within the organic food industry in the Western Province of Sri Lanka, focusing on the moderating effect of price sensitivity. Brand trust is analyzed through dimensions of brand benevolence, competence, and credibility. The study aims to fill gaps in the literature on consumer behavior in developing markets, offering insights for both marketers and policymakers. A quantitative research approach was adopted using a structured questionnaire to collect data from 406 organic food consumers aged 15 and above in the Western Province. Convenience sampling was employed, and data were analyzed using descriptive statistics, correlation analysis, simple regression, and multiple regression techniques via SPSS. The research framework is grounded in the Theory of Planned Behavior, incorporating price sensitivity as a moderating variable. The results indicate that brand trust, including brand benevolence, competence, and credibility—significantly influences consumer purchase intention. Consumers who perceive an organic brand as trustworthy are more likely to purchase its products. However, price sensitivity moderates this relationship, weakening the positive effect of brand trust on purchase intention. As price sensitivity increases, the impact of brand trust on purchase behavior diminishes, suggesting that high prices act as a barrier to organic food consumption in Sri Lanka. These findings align with prior studies and highlight the challenges consumers face when purchasing premium organic products in a developing economy. This study is geographically limited to the Western Province, restricting the generalizability of findings to other regions or countries. Additionally, the use of convenience sampling may not fully represent the diverse demographics of Sri Lankan consumers. The dynamic nature of the organic food market and the challenges of accurately measuring price sensitivity also present limitations. Theoretically, this study contributes to the understanding of brand trust, purchase intention, and price sensitivity in developing markets. Practically, it provides strategic insights for marketers and policymakers. To address price sensitivity, businesses can implement flexible pricing strategies, offer discounts, loyalty programs, and bundle deals to attract cost-conscious consumers without compromising profitability. Strengthening brand trust through transparent communication about sourcing, certifications, and sustainability practices can further enhance consumer confidence. Future research should explore additional moderate factors such as lifestyle and expand the geographic scope for broader relevance.Item CONSUMER ATTITUDE TOWARDS SUSTAINABILITY: A CHALLENGE OR AN OPPORTUNITY FOR GREEN MARKETING.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Karunarathne, M.S.Industries navigating from anthropocentric to eco-centric approach accentuate the contribution of Green Marketing towards sustainable development. The concept of Green Marketing is more towards altruism, since it comprises a pool of activities including product modification, packaging changes, modifying advertising and changes to the production process intended to satisfy human needs and wants, causing minimal detriment to the natural environment (Polonsky, 1994). However in the past many researchers identified consumer attitude in developing countries as a key challenge for effective Green Marketing strategy implementation. Since nowadays geographical boundaries do not have a pivotal influence on varying human perceptions as a result of globalization and its resultant interconnections, through this conceptual paper the author pinpoints consumer attitude in developing countries as an evolving opportunity to pursue Green Marketing within a company. Moreover, The Sustainability Imperative 2015, by Nielsen Company clearly depicts that 66% of consumers are now willing to pay more for sustainable brands and when compared to developed countries, consumers in developing countries pay more attention to sustainability due to the everyday challenges they face. Having identifying this drastic attitude change, the author indicates that the attitude of customers in developing countries is rather a dire opportunity, not a challenge for marketers. Thus, the paper finds that the companies in developing countries should establish solid Green Marketing strategies to ensure their long term survival. The research is based on text books and journal articles written on Green Marketing, Consumer Attitudes and Sustainability. Where necessary, reference will be made to research publications by leading corporate research firms.Item RELATIONSHIP BETWEEN THE DOMINANT SOCIAL PARADIGM AND ENVIRONMENTAL CONCERN IN SRI LANKAN ECONOMY.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Meegama, M.A.S.T.; Lakmal, H.M.A.The purpose of this research is to examine the relationship between the Dominant Social Paradigm and the Environmental Concern in Sri Lankan Economy. It identifies whether there is a significant relationship between these constructs or not .by considering a sample of 385 under the nonprobability sampling method which represents a mix of few religions including Buddhists, Islamists, Catholics and Hindus. It has been identified that there is a positive significant relationship between the Dominant Social Paradigm and the Environmental Concern in Sri Lanka Economy which implies that within the Sri Lankan Economy the consumption and the environment are intertwined. The Dominant Social Paradigm is a content of sub-dimensions of Private Property, Possessive Individualism, Technological Optimism and Economic Growth. Here the Dominant Social Paradigm is taken as a formative construct and the Environmental Concern is considered as a reflective construct. This research can be considered as one of the initial applications of the concept of Dominant Social Paradigm in the Sri Lankan Economy. And this reflects the contextual application of the Dominant Social Paradigm even though the relationships do differ to those of previously identified relationships specially in the Western countries and this research demonstrates that the relationship between the Dominant Social Paradigm and the Environmental Concern is generalizable in this particular context as well. The positive relationship between the Dominant Social Paradigm and the Environmental Concern expresses that Sri Lankan Economy seems to be in a process of making a connection between the consumption and its environmental impacts.