9th Student Research Conference in Marketing (SRCM) - 2025
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Item The Impact of Online Visual Merchandising Strategies on Online Purchase Intention with Special Reference to the Supermarkets in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Weerakkodi, W. D. D.; Patabendige, S. S. J.; Sivasangari, Y. K.This study examines the impact of Online Visual Merchandising strategies and their specific elements such as, website registration, website navigation, web graphics, product demonstration, and web advertising on Online Purchase Intention in Sri Lankan supermarkets, With the increasing relevance of e-commerce, particularly post-COVID-19, the research aims to fill the gaps in local literature, focusing on the busy lifestyle of employed individuals in Sri Lanka, primarily from the western province. A quantitative research approach was followed, in which a structured survey was used on 399 employed respondents in Sri Lanka and Majority represented by Western province. In analyzing the data, the relationship between Online Visual Merchandising Strategies and Online Purchase Intention was evaluated by statistical techniques such as correlation and regression analyses. The underlying research adopted a positivism paradigm and followed a deductive methodology to ensure that data collection and interpretation are accurate. Different demographic variables were targeted to make the findings representative using sampling methods. Reliability and validity tests were conducted to ensure the integrity of data. These findings show that Online Purchase Intention is influenced significantly by all the elements of Online Visual Merchandising Strategies. The greatest significant impact on consumers are the issues of ease in website navigation and demonstration of product selection. In a nutshell, good visual looks of an interface will go hand in hand with a user-friendly approach and act as important enhancers in influencing customers, improving purchase behavior. More interactive functions lead to improved levels of users, such as 360-degree view or virtual fitting room, which increases customer engagement. These features support and complement the sensory deficiencies in online shopping, hence giving a near-in-store experience. Statistical results further showed that the integration of trust-building mechanisms, like secure payment gateways and transparent product reviews, was very important for enhancing consumer confidence. Geographically, the study is limited to the Sri Lankan context, most responses from the Western Province, while the focus is on employed population. Hence, the representation is limited. Other external factors that may indirectly influence the consumer's behavior have not been taken into consideration in this study, like economic instability or cultural influences. The need for further research in diverse demographic groups and with longitudinal designs exists to examine the evolutionary nature of consumer behavior. The comparative studies with other South Asian markets may yield more useful insights. The Theoretical contribution of this study enhances the existing literature on consumer behavior and digital marketing by integrating insights specific to Sri Lanka. It underlines the relevance of the Technology Acceptance Model in understanding online purchasing behavior but also suggests refinement toward aspects of cultural and emotional variables. The managerial implications are that strategies should focus on ways in which supermarkets invest in interactivity, targeted advertising, and the appeal to enhance visuals on digital platforms. These will be able to motivate customer engagement, build brand loyalty, and strengthen market competitiveness. It encourages retailers to devise robust analytics that would keep them updated about customer feedback and thus allow dynamic adaptation of strategies. Tangible impacts are investments in augmented reality, AI-driven personalization-producing shoppers' engaging experiences for tech-savvy customers and educating grocery employees on how to operate digital interfaces. By doing so, it will increase the potential online customers and thus support economic growth. It is where policymakers should emphasize the need for communities when there is a lack of services regarding digital literacy. This would be a very good opportunity to further investigate how sensory immersion and emotional involvement in online retail work. The study confirms that the general results are held by studying Online Visual Merchandising Strategies applications in industries such as electronics or fashion. Advanced econometric models can include complex relationships among the components of visual merchandising and consumer behavior.Item The Impact of Online Review Attributes on Hotel Booking Intentions: Examining the Mediating Role of Emotional Engagement and Moderating Effects of Traveler Type (Backpackers vs. Digital Nomads)(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ediriweera, M. W. B.; Karunanayake, R. K. T. D.This study explores the intricate relationship between film engagement and booking intentions, with a particular focus on the subjective perceptions of travelers, specifically backpackers and digital nomads. Understanding how trust and consumer-generated data influence booking behavior on online platforms such as TripAdvisor and Booking.com is becoming increasingly critical for decision-making in the hospitality industry. However, the psychological mechanisms driving these behaviors and how they vary across different travel segments remain underexplored. A quantitative research design was employed, with data collected from 308 respondents through a structured survey. Descriptive statistics, correlation analysis, and regression analysis were conducted to examine the relationships between online review attributes, traveler engagement, and booking intentions. Findings indicate that key online review features—such as consensus, comprehensiveness, authenticity, and the presence of key reviews—are strongly associated with engagement levels and subsequent booking decisions. The study highlights emotional regulation as a critical predictor of booking behavior. Positive reviews enhance trust and excitement, encouraging stronger booking intentions, while negative reviews create hesitation. Attributes such as detail and relevance play a vital role in shaping and maintaining emotional responses, ultimately influencing decision-making. Furthermore, the relationship between review attributes and booking intentions is significantly mediated by travel segmentation. Experience-driven travelers, such as backpackers and cultural explorers, prioritize emotionally engaging and experiential reviews, particularly those highlighting authenticity, social interactions, and local experiences. Digital nomads and remote workers, in contrast, emphasize functional aspects, valuing online presence, work-friendly environments, and extended stay options. These differences underscore the importance of customized review management strategies tailored to different traveler segments. Personalized AI-powered review platforms can enhance engagement by delivering content aligned with individual travel needs and preferences.From a theoretical perspective, this study contributes to the understanding of consumer behavior in the online review ecosystem, particularly by integrating emotional regulation and travel segmentation into booking decision models. The findings also provide practical implications for hospitality marketers. Hotels and travel platforms can optimize their review strategies by curating content that aligns with both emotional and functional travel motivations. Despite its contributions, the study has certain limitations. It focuses exclusively on backpackers and digital nomads, omitting other key traveler groups, such as families, luxury travelers, and business professionals, who may have different review preferences. Additionally, while the study emphasizes review attributes, it does not account for other influential factors, such as multimedia content, reviewer credibility, or social proof mechanisms. Future research should explore a broader range of travel segments and consider alternative review attributes to develop a more comprehensive understanding of digital consumer behavior in hospitality. By addressing these dynamic consumer behaviors, the hospitality industry has the potential to enhance consumer engagement, boost customer satisfaction, and improve conversion rates..Item The Impact of Online Consumer Reviews on Hotel Booking Intentions in Colombo City Hotels in Sri Lanka: The Moderating Role of Price Sensitivity with Special Reference to Gen Z Customers(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kaluarachchi Liyanage, D. S.; Mirando, U. J.A growing reliance on the internet as an information source when choosing tourism products raises the need for more understanding of electronic word of mouth. The development of the internet and technology has provided the public with an open space to share their thoughts without any impediments. Consumers often rely on evaluations such as online reviews shared by other consumers when purchasing. Online reviews have emerged as a crucial marketing tool that offers a distinct advantage over traditional methods by fostering trust among consumers. Subsequently, previous studies have advanced our understanding of how eWOM drives the continued development of digital communication in different sectors. However, the results remain inconclusive. This discrepancy highlights a critical aperture in converting reviewer engagement into actionable consumer behavior. Moreover, existing literature is context-specific, and their results could have limited applicability in the diverse and competitive tourism market of Colombo. However, with the rapid advancement of the tourism industry in Sri Lanka, it is important to investigate how these factors interact with the consumer behavior of Gen Z travelers in the local context to improve booking results. Therefore, this study explores the impact of online consumer reviews (OCRs) on hotel booking intentions in Colombo City hotels, specifically focusing on Generation Z consumers. Adding to this complexity is the moderating role of price sensitivity, a concept that significantly affects tourists’ choice of tourism products. Although price sensitivity has been examined in various settings, its interplay with online consumer reviews and hotel booking intentions within the tourism and hospitality industry in Sri Lanka remains underexplored. Furthermore, these apertures underline the need for a focused investigation to optimize the effectiveness of managing OCRs in fostering both reviewer engagement and booking results. Employing a positive paradigm and a deductive approach, the research utilizes non-probability convenience sampling to gather insights from 385 Gen Z participants across the country. Data collection was conducted through a structured questionnaire designed to capture the interplay between OCR dimensions, including review source, quality, volume, recency, and valence to determine their influence on booking decisions. Regression analysis was employed to test the hypotheses, ensuring a robust examination of the proposed relationships. The findings revealed a significant positive relationship between OCR and hotel booking intention with review quality and recency emerging as the most influential factors. Price sensitivity moderates this relationship emphasizing the importance of tailored pricing strategies for Gen Z who are both tech-savvy and budget-conscious. These results underscore the need for Colombo City hotels to refine their digital marketing efforts, focusing on authentic reviews and competitive pricing to attract this demographic. Consequently, the implications of this research are both theoretical and practical. Theoretically, it advances the understanding of eWOM by elucidating the role of price sensitivity as a moderator between consumer reviews and hotel booking intentions. Practically, it provides actionable recommendations for marketers in the Sri Lankan tourism and hospitality sector. Marketing professionals in Colombo City hotels must improve their strategies to offer a better experience to this consumer segment by upgrading their online review strategies, working on price sensitivity, making good use of social media, using local cultural experiences, and reviewing management practices. Future research could expand the scope by incorporating longitudinal designs and exploring diverse experimental designs to ascertain cause and effect. Despite its contributions, the study is not without limitations. Colombo City hotels that target Generation Z consumers restrict the findings of research from being generalized to other demographic groups, geographical locations, and accommodation types. Furthermore, many previous studies relied on self-reported data, which itself may exert some social desirability biases, recall errors, etc.Item The Impact of Online Communities and E-Word of Mouth on E-Purchase Intention of Gen Z: The Mediating Role of E-Brand Trust in Online Fashion Industry Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, M. K. H.; Dissanayake, D. M. R.This study examines the impact of online communities and electronic word of mouth (E-WOM) on e-purchase intention (E-PI) of generation Z consumers in Sri Lankas online fashion industry with the mediating effect of e-brand trust (E-BT). The research aims to address the gap in understanding how gen Z consumers influenced by digital interactions in making e-purchase decisions in the context of Sri Lanka’s e-commerce and other online fashion sector, by analyzing the interactions of online community engagement and electronic word of mouth credibility and e-brand trust the study provides insights in to factors which drive online purchase behavior of gen z’s addressing the key problem of building e-brand trust and engagement in the competitive online fashion market. The study followed a quantitative research design, and survey data were collected through a self-administered questionnaire from selected sample of 305 individuals who represents the Gen Z consumers who shop for fashion items online and residing at all the provinces in Sri Lanka majoring the western province. The final dataset was analyzed by using SPSS-23 version. The statistical analysis found a significant positive impact of electronic word of mouth on e-purchase intention and the e-brand trust mediates the relationship between electronic word of mouth and e-purchase intention. Furthermore, it revealed that online communities also have a significant positive impact on e-purchase intention and e-brand trust mediates the relationship between online communities and e-purchase intention. The study highlights the pivotal role of electronic word of mouth as a digital tool for fostering digital trust and encouraging purchase intentions in digital platforms in the competitive online fashion industry, The sample is limited to gen Z consumers in Sri Lanka confining the generalizability of findings to the other demographics or regions and also the study focuses on the online fashion industry leaving the scope to explore the other ecommerce sectors. The study contributed to the theoretical knowledge by expanding the understanding of electronic word of mouth and online community dynamics in influencing gen Z's electronic purchase intentions in the relevant context. The findings paved the way for actionable insights for marketers emphasizing the need to build strong online communities and leveraging credible electronic word of mouth to enhance the e-brand trust and drive sales acquisitions to acquire a new consumers by highlighting gen Z as a main key area to consider, making digital presence more active than ever with significant impact to potential growth of business by leveraging digital assets effectively, Study could explore the comparative studies across different demographics or investigate other industries to validate and expand these findings. This research fills the gap in the existing literature and provides valuable insights to organizations that use digital platforms majoring in social media as communication tools.Item The Impact of Loyalty Programs on Customer Retention of Retail Fashion Industry in Sri Lanka with the Mediating Effect of Customer Satisfaction(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ranaweera, H. M. T. N.; Weerasiri, R. A. S.The main purpose of this study was to investigate which Loyalty Program has a greater impact on Customer Retention in the retail fashion industry Sri Lanka. Customer Satisfaction has been used as a Mediator between Loyalty Programs and Customer Retention. In this study, under Loyalty Programs which is the Independent Variable, four Sub Variables have been identified. That is Discounts, Gift Items, Gift Vouchers and Loyalty Cards. This research, which was conducted based on the western province of Sri Lanka, has been conducted using positivist philosophy and deductive (quantitative) approach. Accordingly, a questionnaire was used to collect data and 472 responses were received. Also, data was collected using the convenience sampling technique and after removing the incomplete response from the received responses, the analysis was done using 387 responses. The analysis done using descriptive analysis and inferential analysis enabled the researcher to get important findings. From the findings, confirmed that Loyalty Programs have a positive impact on customer retention and that customer satisfaction plays a mediator role. But the two hypotheses built regarding Discounts and Gift Items were rejected. That is, the findings confirmed that Discounts and Gift Items do not have a significant positive impact on customer retention and only Gift Vouchers and Loyalty cards have a significant positive impact on customer retention. And among these, Loyalty Cards were found to have a greater impact on customer retention. While conducting this study, the researcher faced various limitations. One of the main limitations faced by the researcher is the selection of the geographical location. Due to the difficulty in collecting data and the non-existence of certain loyalty programs in some areas, researcher had to limit himself to the western province. And time is another limitation faced in doing this research. The retail fashion industry is an industry where competition is growing day by day. Therefore, it is very useful for retailers to study the effect of loyalty programs to create customer satisfaction and customer retention. Retaining existing customers is more cost-effective than attracting new customers. Accordingly, retailers can invest more in identifying which loyalty programs have the most impact on customer retention. Also, from the findings, the retailers can understand the importance of Loyalty Cards because of the finding that they have a greater impact on Customer Retention. And gift vouchers help retailers increase sales. The reason is that customers tend to spend more than the amount mentioned in the gift voucher. Those interested in studying Loyalty Programs can conduct future research using a different industry or a different mediator. And this study was limited only to the western province of Sri Lanka. Because of this, research can be done to cover Sri Lanka in future research. Also, future research can be done using different measurement indicators of variables.Item The Impact of In-Store Experiential Marketing Strategies on Customer Perceived Value in Service Delivery: A Study on International Franchised Fast-Food Restaurants in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ranwalage, R. N. K.; Gunawardane, W. A. D. N. R.One of the key developments in the restaurant industry is that individuals not only come to restaurants for a meal but also spend their extraordinary time and gain spontaneous excitement. Thus, experiential marketing activities create unique value towards the consumer. Yet the available literature indicated a dearth of knowledge on experiential marketing strategies and customer perceived value. To achieve research objectives, a quantitative approach was utilized. In this regard, data was collected from 306 respondents who have visited restaurants within the past three years. According to the results generated, the research concluded that In-store experiential marketing strategies have significant impact on customer perceived value, with experiences of sense, feel, think, and act demonstrating strong positive impacts, while the relate experience did not achieve statistical significance in the franchised fast-food restaurants context. The study's findings are limited to using convenience sampling, which may restrict the generalizability of results to the broader population of international franchised fast-food customers. Furthermore, the study faced limitations due to a lengthy questionnaire, which may have reduced data richness, and a filtering criterion that excluded individuals from not visiting franchised fast-food restaurants within the past three years, narrowing the participant pool. Additionally, the cross-sectional design constrained the study's ability to capture changes in customer perceptions over time, limiting the scope of insights obtained.This research contributes to the literature on experiential marketing by validating its role empirically in the service delivery of the internationally franchised fast-food sector, while providing certain insights to enhance customer experience. From a practical viewpoint, this study provides implications for fast-food operators and marketers regarding the need for the creation of sensory-rich, emotionally engaging, and thinking experiences. Therefore, future studies can develop new dimensions regarding moderating and mediating variables, alternative contexts, and the use of advanced analytical techniques to enrich this area further.Item The Impact of Instagram on Customer Engagement in Sri Lanka’s Fashion Startups(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Siyambalapitiya, A. H. D.; Udara, S. W. I.Instagram has emerged as one of the most influential social media platforms globally, enabling startups to reach their target audiences, expand their businesses, and foster customer relationships. However, despite its potential, many startups struggle to maintain consistent customer engagement on the platform. Existing studies have broadly examined consumer engagement across various social media platforms, but there is a notable gap in research focusing specifically on Instagram’s role in shaping consumer interactions. Although Instagram is widely recognised as a powerful tool for businesses particularly in the fashion sector, limited studies have explored its unique attributes and their impact on customer engagement. This study seeks to bridge this gap by examining the key factors influencing Instagram engagement, with a specific focus on Sri Lankan fashion startups. Customer engagement, the dependent variable in this study, is analysed in relation to four independent variables: post format, posting time, message interactivity, and topic attractiveness. Data were collected through an online survey targeting Instagram users in Sri Lanka, yielding 385 valid responses. A filtering question ensured data relevance, requiring participants to have followed at least one clothing brand on Instagram for more than a year. The survey was designed to assess how the identified variables influence customer engagement, and the collected data were analysed using advanced statistical techniques, including regression analysis. The findings confirm that all hypotheses are supported, indicating that topic attractiveness, message interactivity, post format, and posting time significantly influence customer engagement. Notably, topic attractiveness and message interactivity emerged as the most influential factors, reinforcing prior research that highlights the importance of visually appealing and interactive content in driving social media engagement. These results provide empirical evidence supporting the strategic use of Instagram to enhance consumer interaction, offering valuable insights for fashion startups in Sri Lanka on how to optimise their content and posting schedules. Despite its contributions, this study has certain limitations. While the sample of 385 Instagram users provides meaningful insights, it does not fully represent the diverse demographic of Sri Lankan consumers engaging with fashion startups, as respondents were predominantly young, female, and students. Additionally, given the dynamic nature of social media, engagement trends observed within the study’s timeframe may not reflect long-term behavioural patterns. The findings should also be interpreted within broader social media marketing frameworks due to the limited theoretical and empirical research on Instagram-specific customer interactions. This study advances the understanding of Instagram consumer interactions and offers both theoretical and practical contributions. Theoretically, it underscores the significance of topic attractiveness, message interactivity, posting time, and post format in shaping customer engagement. These insights provide a foundation for future research exploring engagement dynamics across different sectors, geographical regions, and extended timeframes. Practically, the findings offer actionable strategies for fashion startups to enhance their digital marketing efforts. By developing compelling content, integrating interactive elements, and strategically scheduling posts, businesses can strengthen customer relationships and gain a competitive advantage in the rapidly evolving digital landscape. Future studies should explore the integration of emerging social media features and their long-term effects on customer engagement.Item The Impact of Influencer’s Message Value and Credibility on Consumer Trust: Special Reference of Luxury Branded Cosmetics in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wickramasinghe, M. C. J.; Wijenayaka, S. I.Influencer marketing is a widely used marketing strategy in the Sri Lankan cosmetic industry today. However, many companies do not use this marketing strategy with proper understanding. For this reason, many brands do not improve their brand but rather damage it. Therefore, there is a decrease in trust among consumers. This study investigates the impact of influencers' message value and credibility on consumer trust within the context of luxury branded cosmetics in Sri Lanka. It seeks to address gaps in understanding how key components of influencer communication, such as information, entertainment, trustworthiness, attractiveness, and expertise, affect consumer trust. Building on existing literature, this research highlights cultural nuances specific to the Sri Lankan market, distinguishing it from global studies in the field. Key arguments and findings emphasize the roles of both emotional and informational appeal in shaping trust within high-value consumer sectors. The research adopts a quantitative approach grounded in a deductive methodology. Therefore, in this study, based on the literature, the study has developed an existing model and studied how influencer message value and credibility affect customer trust using a structured questionnaire survey with 27 questions involving 321 respondents aged 18 years or above. Statistical analyses were conducted using correlation and multiple regression techniques to test hypotheses derived from a conceptual framework. These analyses examine the relationships between influencers' message components and consumer trust within the luxury cosmetics sector in Sri Lanka. Results indicate that both message value and credibility significantly influence consumer trust. Informational and entertainment values were particularly instrumental in fostering trust, as were influencer attributes such as trustworthiness, attractiveness, and expertise. The study underscores the unique importance of culturally relevant and authentic marketing strategies in the Sri Lankan luxury beauty sector. The findings align with existing research in highlighting trust as a determinant of consumer engagement but contribute novel insights into local consumer dynamics and preferences. The study's scope is limited to luxury branded cosmetics within a single geographic market, potentially constraining the generalizability of findings. Additionally, reliance on self-reported data may introduce bias. Future research could expand the framework to include broader geographic contexts, as well as longitudinal analyses to observe changes over time. The findings offer theoretical contributions by validating and refining models linking message value and credibility to trust in the context of luxury goods marketing. Practically, the study provides actionable insights for brand managers and influencers in Sri Lanka, suggesting tailored strategies that prioritize credibility and consumer engagement. Future research should explore underrepresented factors such as parasocial relationships and the long-term effects of influencer collaborations.Item The Impact of In-flight CRM practices on Repeat Purchase Intention: The Mediating Role of Perceived value with Special Reference to Sri Lankan Airline Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayasundara, P. L; Subasinghe, S. M. A. N. M.The purpose of the study is to explore how CRM practices during flights affect repeat purchase intentions among passengers in the Sri Lankan airline industry. This research also investigates the mediating role of perceived value, which is a serious gap in the literature. The study tries to add to the insights regarding the way CRM efforts reinforce customer loyalty and yield a better competitive position in a fast-evolving airline market. A mixed-method approach has been adopted for the study design; therefore, quantitative and qualitative data have been combined. Quantitative data were collected from 385 frequent flyers of Sri Lankan Airlines and its competitors. The relationships among CRM practices, perceived value, and repeat purchase intentions were investigated by analyzing the data through Spss. Semi-structured interviews added depth to the analysis through a better understanding of passenger experiences. Our findings are like this, the results indicate that in-flight CRM practices, including personalized services, feedback mechanisms, and loyalty programs, positively influence perceived value, which in turn significantly impacts repeat purchase intentions. This mediating effect highlights the importance of perceived value in enhancing customer retention. Findings also align with global studies, demonstrating that effective CRM fosters customer loyalty through improved service quality and personalized experiences. It also cannot generalize to other regions, as the research is confined to the Sri Lankan airline market. The reliance upon self-reported data introduces bias, and the cross-sectional design precludes longitudinal analysis of changing customer behaviors. This research extends the series of theoretical insights into CRM's mediating role through perceived value in enhancing repeat purchase intentions and addresses a gap in emerging market research. Practically, it provides actionable insights for Sri Lankan Airlines to refine CRM strategies, improve passenger value perceptions, and foster customer loyalty to maintain competitive advantage within a challenging marketplace. Theoretically, the study develops an understanding of the mediating role of the perceived value of CRM practices in emerging markets. From a practical perspective, this study provides some suggestions for airlines to develop CRM strategies that focus on personalized services and value creation to enhance customer loyalty. The future study can be extended to other regions or the inclusion of other mediators such as customer trust.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.