Samaranayaka, K. G. C. D.Wijenayaka, S. I.2025-07-212025Samaranayaka, K. G. C. D., & Wijenayaka, S. I. (2025). The Impact of Sensory Branding on Consumer Purchase Intention Among Young Adults (Aged 18-35): Special Reference to Cafés and Restaurants in Sri Lanka. 9th Student Research Conference in Marketing. Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.http://repository.kln.ac.lk/handle/123456789/29762This research investigates how sensory branding elements such as sight, sound, smell, taste, and touch influence the purchase intentions of young adults aged 18 to 35 in the Sri Lankan café and restaurant industry. Bridging the gap in extant regional literature, this study assesses the contribution of emotional responses as mediators in the relationship between sensory branding elements and consumer behaviors. This research explores the way sensory branding practices relate to the preferences of this generation and provides actionable insight into businesses that operate in highly competitive, experiential marketplaces. The research design of this study is based on a quantitative cross-sectional approach. The primary data was collected from a sample of 385 respondents through an online survey and analyzed using SPSS to examine the relationship between sensory branding elements and emotional responses on purchase intentions. This study particularly aims at young adults due to their strong influence on market trends and susceptibility to experiential branding approaches. The findings show that visual and tactile branding elements are the main drivers of consumer purchase intentions. In addition, the gustatory stimulus—taste—is found to have a strong complementary role; the auditory and olfactory elements have moderate but stable effects. Second, emotional reactions were found to mediate these relationships, increasing the influence of sensory branding elements on consumers' behaviour. The findings outline the need for an in-depth understanding of the compound impact of sensory branding on the young Sri Lankan consumer, to whom experiences resonate through their sensory and emotional engagement. Further, the study has been limited to urban and semi-urban consumers, mostly located in cities like Colombo, thereby excluding other demographic groups such as teenagers and older people. Again, this cross-sectional design captures just a snapshot of consumer behavior, and hence seasonal or temporal changes cannot be observed. Longitudinal studies adopting a wider geographic and demographic cohort will better shed light on the effects of sensory branding. This study contributes to both theoretical and practical insights. It theoretically extends the literature on sensory branding by investigating the applicability of this concept in a culturally different non-Western market. It also examines the mediating role of emotional responses in the relationship between sensory branding elements and consumers' purchase behavior. Indeed, the findings suggest that businesses in the Sri Lankan café and restaurant industry should emphasize the visual and tactile elements like interior designs and product presentation in creating an ambience. In addition, businesses can further elevate customer experiences by integrating signature scents or distinct flavors. That way, the establishments can enrich their offer to young adults and build a better engagement with consumers. Future research in this area should further investigate the long-term effects of sensory branding applications on different demographic groups and how the integration of technologies such as augmented reality improves consumers' experiences.Consumer behaviorEmotional responsesSensory brandingTactile brandingVisual brandingArticle