Volume 7 Issue 1

Munasinghe, P. M.

Department of Economics and Statistics, Sabaragamuwa University of Sri Lanka

This email address is being protected from spambots. You need JavaScript enabled to view it.

Shantha, A. A.

Department of Economics and Statistics, Sabaragamuwa University of Sri Lanka

 This email address is being protected from spambots. You need JavaScript enabled to view it.

ABSTRACT

Fast moving consumer goods sector is one of the expanding industries that influences on the green marketing issues. This study seeks to understand how the impact of green packaging on consumer purchasing intention among millennial generation in Gampaha District. The main objective is “to identify the factors that mostly influence on millennial consumer’s green packaging purchase intention”. According to comprehensive literature review, the researcher identified 4 variables of purchase intention namely; Product Characteristics, Environmental Concern, Government Role and Demographic Factors. Further, researcher was able to recognize the most enhancing components for some independent variables. Then, examined the hypothesis by using PLS-SEM except the Demographic Factors. Therefore, Education, Income and Gender under demographic variables tested chi-square test, Pearson correlation and significances by using SPSS. The researcher distributed questionnaires randomly to selected sample of 200 respondents selected under the multi stage sampling method according to a proportion within the 8 GN Divisions out of 37 in Kelaniya DS Division in Gampaha District who age between 18 – 35 years. All examined variables determined positive relationship with Purchasing Intention except Gender. However, the outcomes represented that no significant effect of Government Role, Environmental Concern, Income, Gender and Investment of Government under the Government Role but other mentioned variables recorded 95% significant on Purchasing Intention. The study identified that younger generation has an awareness and knowledge about ecological behavior. The implications of this study formed awareness into buying intention towards ecological packaging which can be used by FMCG businesses in Sri Lanka when deigning product packages.     

Keywords: Demographic Factors, Environmental Concern, Government ‘s Role, Product Characteristics, Purchase Intention

Download Article: 

Lakshika, V. G. P.

Lecture, University of Sri Jayewardenepura, Sri Lanka

This email address is being protected from spambots. You need JavaScript enabled to view it.

Ahzan, M. J. M. F.

Senior Lecturer, University of Colombo, Sri Lanka

 This email address is being protected from spambots. You need JavaScript enabled to view it.

ABSTRACT

At present consumer decision making is more complex and difficult but far more vitally in it is important than the past as the consumers today are thorough consumers. Therefore, consumer decision-making styles have become one of the most popular and interesting areas of research in the marketing and behavioral sciences of academia. Besides, in the modern marketing era, Millennial has become one of the major interesting research subject due to their unique characteristics. Therefore, the aim of this study is to develop a more rigorous understanding of the Sri Lankan millennial decision-making styles. The research philosophy of the current study is a positivist research paradigm and follows a deductive approach and survey strategy. Convenience sampling technique was used to draw the sample and the sample size was 385. The study extracted seven factors from the original Consumer Styles Inventory (CSI) scale through an exploratory factor analysis and found that Sri Lankan millennial has seven decision making styles namely Perfectionist Conscious, Habitual & Brand Loyal Conscious, Novelty Fashion Conscious, Brand Conscious, Hedonistic & Recreational Conscious, Confused by over choice and Impulsive Consumer. Further it revealed Price - conscious decision - making style did not appear among the Sri Lankan Millennial where Sri Lankan millennial are highly perfectionist conscious consumers. Based on the findings, study proposes several theoretical and practical implications along with direction for the future research.

Keywords: Consumer Decision-Making Styles, Consumer Styles Inventory, Millennial

Download Article: 

Kamalasena, B. D. T. M.

Assistant Lecturer, University of Ruhuna, Sri Lanka

Sirisena, A. B.

Senior Lecturer, University of Ruhuna, Sri Lanka

This email address is being protected from spambots. You need JavaScript enabled to view it.

ABSTRACT

Effective marketing and advertising campaigns contribute to customer development, profitability, and business success in the long term. The evolving economies, globalization, and innovative technologies, which have quickly transformed the economic community, make present markets more attractive. Marketing firms are pushed in a new direction by social media marketing, such as Facebook, Twitter, and YouTube. Social media have reached so deeply into millions of people globally and it also has drawn the interest of advertisers. Considering the timeliness and relevance of the phenomenon, this study aims to identify the impact of online communities and e word of mouth on the purchase intention of generation Y. The relevant data were collected through a self-administered questionnaire from 150 individuals aged 25 to 40 years who are residing in the Colombo district based on the convenience sampling method. This study found a positive significant effect of e word of mouth on brand trust and purchase intention and the relationship between e word of mouth and purchase intention is mediate by the brand trust. Further, online communities have a positive significant impact on brand trust and the relationship between online communities and purchase intention is mediated by brand trust. This research fills the gap in the existing literature and provides valuable insights to organizations that use social media marketing as a communication tool.

Keywords: Brand Trust, E Word of Mouth, Online Communities, Purchase Intention, Social Media Marketing

Download Article: 

Gunawardana, T. S. L.W.

Senior Lecturer, University of Ruhuna, Sri Lanka

This email address is being protected from spambots. You need JavaScript enabled to view it.

Sirimanna, U. I.

Engineer, Ceylon Electricity Board, Sri Lanka

 This email address is being protected from spambots. You need JavaScript enabled to view it.

ABSTRACT

To fill the gaps in the computer mediated communication literature and provide useful information on interpersonal relationships within an organization, this study aims to investigate how computer-mediated communication (CMC) system have impacted on employee’s job satisfaction of Ceylon Electricity Board, Sri Lanka. An empirical research was conducted to test the hypothesized relationships based on a conceptual framework developed through a comprehensive literature review on CMC and job satisfaction. Through a literature support this model consisted of three independent variables (i.e., electronic mails, instant messaging and computerized maintenance management) in computer mediated communication system and a dependent variable which is job satisfaction. The sample of the study consisted of 100 respondents representing executive and medium level technical service (MLTS) staff of the transmission division of Ceylon Electricity Board in Sri Lanka. Self-administered questionnaire and the web-based questionnaire was used to collect primary data. The data were analyzed with Partial Least Squares path modeling (PLS) to test the hypotheses of the study. The research findings indicated that computerized maintenance management is the most significant factor impacting on the employees’ job satisfaction. Moreover, it also identified that there is a positive and statistically significant impact of instant messaging and electronic mails on employees’ job satisfaction. The results provide valuable input regarding the instant messaging and job satisfaction. Therefore, managers should have to pay their more and more attention in order to improve instant messaging as one of the communication media in an organization. In this research considered only three CMC dimensions which influence the job satisfaction. But there are more CMC dimensions used as organizational communication in future studies.  

Keywords: Computer Mediated Communication System, Computerized Maintenance Management Solution Electronic Mails, Instant Messaging, Job Satisfaction

Download Article: