University of Sri Jayewardenepura: Journals & Proceedings
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Paradox between Policy and Practice: Implications of Land/Property Rights of South Asian Indigenous People on Current Development Agendas of Countries
Get PDFStarting from the historical massacres of native tribes by the colonizers/settlers in different parts of the world, to the current appropriation of their land and the exploitation of their natural resources, indigenous people have suffered assault, discrimination and marginalization to a grievous extent. The Asian indigenous population that makes up seventy percent of a world community of approximately two hundred and fifty million of indigenous groups also intensely share in this suffering. The present study centred around the still unresolved grievances of the indigenous communities in South Asia, mainly with regard to land/property. In order to probe into this issue, the study employed the qualitative method of library research in synthesizing available secondary data pertaining to the social, anthropological and demographic indigenous information from South Asia. By employing this method, the study aimed to provide an overview of the situations in the countries examined, particularly in relation to the land issue. Although research is available on indigenous cultures and associated problems, indigenous information from Sri Lanka in comparison with the rest of South Asian indigenous contexts is an area that has not been adequately explored, which is the gap that this study attempted to address. The outcome of the study further ascertains that notwithstanding the previous and the latest conventions, treaties and constitutional reforms ratified by consecutive governments of the relevant countries, the land-related problems of indigenous groups keep aggravating almost on a daily basis. In the modern society where inclusivity and mutual respect are given importance, the present research can be deemed significant in recognizing the most recent indigenous information with a view to sensitizing the world to one of the continuing problems of a historically significant human enclave in a context of socio-economic development and sustainable investment
Evaluation of Extraction Yield, Total Phenolic Content, and Total Flavonoid Content of Thirteen Underutilized Fruits in North Central Province of Sri Lanka
Get PDFSri Lanka is a biodiversity hotspot, rich with numerous fruit crops. However, most of them remain underutilized or neglected especially, in terms of industrial uses, the bioactivity of these fruit plants metabolites is largely unexplored and most of them are highly seasonal. The present study is focused on the extraction of bioactive compounds from 13 different underutilized fruits including Elaeocarpus serratus L.,Aegle marmelos, Phyllanthus emblica L., Limonia acidissima, Psidium guineense, Annona reticulata L.,Phyllanthus acidus, Pouteria champechiana (kunth) Baehni, Flacourtia indica Burm. f) Merr.) Syzygium cumini L. Skeels, Morus alba var. indica, Passiflora foetida L., and Ficus racemosa L., and screen their bioactivity potential to increase awareness for its usage. Fruits were dried using the heat pump drying method at 40 °C for 15-20 hours. The dried powder was extracted using the cold maceration method in 70% ethanol in a 1:20 ratio for 24 h in a mechanical shaker with stirring at 125 rpm at 30 °C, repeated thrice, and vacuum filtered. The solvent was evaporated in a rotary evaporator at 25 rpm, a pressure of 180 mbar. According to the results, the extraction yield percentage ranged from 15.73 ± 1.67% to 55.05 ± 0.04% and the highest yield was reported for P. acidus and the lowest yield for the F. racemosa L.. Total Polyphenolic Content (TPC) of extracts ranging from 7.94 ± 0.70 to 330.80 ± 6.26 mg Gallic Acid Equivalent/g (Dry Weight), the highest TPC showed in P. emblica L. and the lowest in P. champechiana fruits. Total Flavonoid Content (TFC) of extracts ranging from 1.88 ± 0.40 to 271.84 ± 1.91 mg Quercetin Acid Equivalent/g (Dry Weight), the highest TFC was shown in P. emblica L., and the lowest in L.acidissima fruits. These findings support the sustainable utilization of these fruits; however, further research is required to screen the specific bioactive properties of these extracts, which will enhance their industrial applicability
Brand Experience, Trust & Customer Satisfaction on Brand Loyalty with Special Reference to the Apparel Industry in Sri Lanka
Get PDFPurpose: A brand acts as a mechanism in engaging both buyer and seller in a long-term consumer brand relationship. Repeating purchases is most important to all businesses to gain more income and for continuing businesses. Therefore, it is important to develop loyalty to brand and this study focuses on examining the impact of brand experience, brand trust & customer satisfaction on brand loyalty.
Design/methodology/approach: The quantitative approach was used for this study. 384 of responses were used as the sample of customers who have engaged with the Sri Lankan apparel sector. Multiple regression analysis was employed to evaluate the conceptual model empirically.
Findings: The findings imply that brand experience, brand trust, and customer satisfaction have a positive impact on brand loyalty.
Originality: The findings offer valuable insights into Sri Lankan apparel industry aiding brand experience, trust and customer satisfaction. The study emphasizes effective brand loyalty, understanding local audience preferences, and the importance of identified variables towards the enhancement of brand loyalty.
Implications: This study suggests that apparel companies in Sri Lanka can enhance brand loyalty and customer satisfaction by enhancing trust, utilizing technology, and fostering emotional connections
Consumer Response to Sustainable Production Messages on Social Media: A Study in Sri Lanka’s FMCG Sector
Get PDFPurpose: The main objectives of this study are to investigate dependency on social media influences the relationship between consumer attitudes toward sustainable FMCG products, their knowledge of social media, and their subsequent purchasing behaviour.
Design/methodology/approach: A quantitative approach was adopted, using a structured questionnaire distributed to 426 respondents in Sri Lanka. Statistical methods, including regression and mediation analysis, were employed to evaluate the relationships between consumer attitudes, knowledge of social media, dependency on social media, and sustainable purchase behaviours.
Findings: The results reveal that dependency on social media is critical as both a direct influencer and a mediator. Positive consumer attitudes and advanced social media knowledge significantly correlate with higher dependency on social media, which in turn drives sustainable purchasing behaviour. Among these, dependency on social media demonstrated the strongest influence, highlighting the platform's role as a catalyst for sustainability-focused decision-making.
Originality: This study presents how Sri Lankan consumers respond to sustainable production messages shared on social media within the fast-moving consumer goods (FMCG) sector. While global research has explored sustainability communication in various markets, there is a noticeable gap in understanding its impact in the context of developing countries like Sri Lanka. This research uniquely addresses that gap by focusing on consumer attitudes and knowledge shaped by social media platforms in a culturally specific and under-researched environment.
Implications: This research provides practical insights for FMCG businesses, policymakers, and educators. Enhancing digital literacy and building trust in social media is important to improve consumer engagement with sustainability-related content. Policymakers should consider incorporating sustainability messaging into digital platforms, while businesses can utilize targeted social media campaigns to raise awareness and influence purchasing decisions
A Gift for Me is a Lift for Me: Self-gifting Motivations, Purchase Decision Involvement, and Customer Satisfaction
Get PDFPurpose: Self-gifting, a growing type of consumption behaviour, is often urged for diverse reasons, as many buying habits of today have become more self-oriented. Although self-gifting is widely accepted from the lens of an impulsive decision, this study challenges this notion of spontaneousness, revealing the different underlying motives and varying levels of purchase decision involvement. Based on the Goal Setting Theory, this paper establishes the relationships among self-gifting motives, purchase decision involvement, and customer satisfaction.
Design/methodology/approach: Accordingly, a quantitative study was carried out following the positivist research paradigm and deductive approach. Using a self-administered questionnaire, 204 usable responses were gathered from Sri Lankan consumers above 18 years old who buy gifts for themselves occasionally or frequently.
Findings: Findings unfold that self-gifting behaviours are not always impulsive, where certain motives (i.e., reward, personal disappointment, positive mood reinforcement, and hedonic) entail different levels of purchase decision involvement. Notably, customer satisfaction cannot be assured with some self-gifting motives (i.e., hedonic, negative mood reduction, and celebratory). However, the mediation analysis underscores that the relationship between particular self-gifting motives (i.e., reward, personal disappointment, positive mood reinforcement, and hedonic) and customer satisfaction is mediated by purchase decision involvement, while it fully mediates the relationship between personal disappointment self-gifting and customer satisfaction.
Originality: This study challenges the prevailing notion that self-gifting is primarily impulsive and presents it instead as a goal-oriented behaviour with varying levels of decision-making and satisfaction. It uniquely applies Goal Setting Theory to the context of self-gifting.
Implications: These findings direct the understanding of self-gifting as a goal-oriented behaviour, emphasizing how different self-gifting motives (goals) carry varying levels of purchase decision involvement and satisfaction. Theoretical implications are discussed in line with self-gifting and Goal Setting Theory and practical implications are proposed for marketers who can leverage the findings in crafting strategies targeting self-gifters
Fast Fashion’s Sustainability Dilemma: Navigating Consumer Demand and Environmental Responsibility
Get PDFPurpose: The fast fashion industry has been increasingly criticized due to its substantial environmental impact and workplace ethics issues, which include an overabundance of clothing waste, labor exploitation, and brutal production cycles. This paper identifies the major sustainability issues in the fast fashion industry, focusing on specific areas: consumer awareness of sustainable practices, the impact of sustainability activities on purchasing decisions, the connection between sustainability performance and market performance, and constraints to the effective implementation of sustainability activities.
Design/methodology/approach: Considering the primary and secondary data, a quantitative research design was employed. The questionnaire was administered online randomly to a sample of 397 fashion consumers using the Godden (2004) formula for an infinite population. The data were analyzed using Jamovi (Version 2.4) software to perform both descriptive and inferential statistical tests, such as regression analysis.
Findings: The findings show that the degree of consumer awareness about sustainable fashion, especially among the younger effective market segments, is high, and that there is major support for the use of eco-friendly materials and recycling initiatives. The better a brand's sustainability performance, the greater its market performance, as customer satisfaction, brand loyalty, and sales performance are linked to the brand. Nevertheless, issues of price pressure and supply chain constraints, as well as price sensitivity, remain significant, hampering the implementation of sustainable practices on a broader scale.
Originality: Contrary to previous experiments that only study either consumer behavior or sustainability reporting, this research investigates brand equity, loyalty, and sales of sustainability activities, providing the experiments with not only theoretical value but also real, practical value. Its contextual novelty is evident in its focus on the under-researched market of a new economy, while also considering the current tensions surrounding greenwashing and cost-based impediments that can be addressed through the actionable findings in an environmentally sustainable business strategy.
Implications: These results make it clear that fast fashion companies should align with international sustainability targets, such as the UN SDGs, by being more attentive to transparency, green innovation, and education. Implementation challenges will significantly impact a brand's ability to achieve long-term relevance in the market and fulfill its environmental and societal responsibilitie
Editorial Note
Get PDFThe Editorial Board of the Asian Journal of Marketing Management (AJMM), affiliated with the Department of Marketing Management, Faculty of Management Studies and Commerce, University of Sri Jayewardenepura, Sri Lanka, is pleased to present Volume 4, Issue 2. This issue brings together scholarly perspectives that converge on a central theme: the transformation of marketing thought and practice under the forces of digitalisation, consumer reflexivity, and sustainability imperatives, especially within emerging market contexts. Comprising six peer-reviewed research articles, this issue reflects the journal’s mission to disseminate rigorous, contextually relevant scholarship that informs both theoretical advancement and managerial implications in the marketing discipline.
In “A Gift for Me is a Lift for Me,” Somasiri and Hettiarachchi reframe self-gifting not as impulsive indulgence, but as a goal-directed act grounded in Goal Setting Theory. Their findings indicate that self-gifting motives, such as reward and disappointment, interact with purchase decision involvement to shape customer satisfaction, offering fresh theoretical insight into emotionally motivated consumption in collectivist cultures.
Sandamali, Weerakkody, and Sachitra, in “Consumer Response to Sustainable Production Messages on Social Media,” confirm that attitudinal alignment toward sustainability, coupled with digital literacy and platform dependency, significantly impacts green purchasing behaviour. The work bridges the sustainability communication gap in developing markets.
Olamide A.A., in “Fast Fashion’s Sustainability Dilemma,” investigates the dissonance between environmental responsibility and consumer demand. Drawing from extensive empirical data, the paper links brand sustainability performance to consumer loyalty and satisfaction, while also critiquing superficial sustainability efforts (greenwashing) that undermine authentic transformation in the fashion industry.
In “The Influence of AI-Driven Marketing Analytics on Strategic Decision-Making,” Ediriweera, Pramudika, and Fernando investigate how AI adoption in Sri Lankan private educational institutes enhances strategic decision-making. Uniquely, the study integrates organisational culture as a moderator, demonstrating that innovation-oriented cultures facilitate better outcomes in AI-driven marketing strategies.
Abeywickrama et al., in “Brand Experience, Trust & Customer Satisfaction on Brand Loyalty,” examine how brand experience, brand trust, and customer satisfaction drive brand loyalty in Sri Lanka’s apparel sector. The study underscores the critical role of emotional branding in sectors where functional differentiation is minimal, offering actionable insights for retail brand managers.
Finally, “Examining the Influence of Electronic Word of Mouth,” by Lokupathirana and Weerakkody, employs the Information Adoption Model to explore how information quality, credibility, and adoption shape fashion consumers’ purchasing decisions in Sri Lanka’s Western Province. This paper offers timely contributions in a post-pandemic retail environment where digital influence rivals traditional advertising.
Together, the articles in this issue represent a transdisciplinary synthesis of marketing, consumer psychology, technology adoption, and sustainability studies. Future research may extend these inquiries through aspects such as behavioural modelling of consumer reflexivity, longitudinal studies on AI-human collaboration in strategic marketing, cross-cultural analyses of greenwashing perception and sustainability literacy, and deeper investigations at the intersection of digital ethics, trust, and algorithmic personalisation.
We express our sincere appreciation to all contributing authors for their intellectual rigour and to our reviewers for their critical insights. Our gratitude also extends to the language editors and production team for their unwavering support in maintaining AJMM’s academic excellence. We trust that this issue will inform, inspire, and provoke dialogue among scholars, practitioners, and policymakers committed to advancing the marketing field
Evaluation of Physico-Chemical Properties of Coco Peat based Growing Media Enhanced with Rubber and Compost for Agricultural Applications
No full textThis study was conducted to evaluate the suitability of cocopeat-based media for multiplication of microbial antagonists. The usage of cocopeat to formulate products for agricultural and horticultural purposes reduces the environmental impacts due to burning of waste cocopeat. In this study compost has been incorporated as a nutrient supplier and rubber has been utilized as a binding agent in the production of handmade coco peat blocks. Nine media were developed using different composition ratios of individual substrates of cocopeat, compost and rubber, with the evaluation criteria including Water Retention Capacity (WRC), Total Porosity (TP), Aeration Porosity (AP), Water Holding Porosity (WHP), Moisture Content (MC) and pH. Coconut fiber fragments were removed, and the compost was sieved to achieve a fine texture and ensure a uniformly distributed mixture. All nine treatments exhibited an identical bulk density of 0.18g/cm3. As the amount of rubber (Dry Rubber Content (DRC) ⁓20.88%) increased, the surfaces of the blocks became uneven and exhibited cavities due to lump formation with a higher amount of rubber. Incorporation of cocopeat-rubber increased WRC of the media compared to the compost-coco peat-rubber due to the higher spongy texture than compost enriched media. All media tested in this study demonstrated TP exceeding 50%. Increased AP, which enhances aeration and provides a better oxygen supply, was significantly elevated (p<0.05) with the addition of rubber in media with nil compost, low compost and high compost. The highest WHP (62.89%) was observed in low compost media prepared from low rubber content and cocopean may facilitate earlier colonization. Out of nine media, combinations of cocopeat-low rubber and coco peat-medium rubber showed the highest MC, and WRC and WHP of those two media and low compost-low rubber-cocopeat media were statistically comparable. pH of all nine media varied between 6.34-6.58, and the optimum pH for fungi sporulation was stated as 5.8-7.0. Overall, low compost-low rubber-cocopeat media is a suitable substrate for growth of microbial antagonists due its nutrients availability and water holding capacity.
Keywords: Microbial antagonists, Substrate, Physical properties, Cocopea
Biological Efficacy and Chemical Properties of Citrus maxima (Pomelo) Peel Essential Oil-Based Nanoemulsions against Sitophilus oryzae (L.) (Coleoptera: Curculionidae)
No full textFrequent application of synthetic insecticides to prevent post-harvest losses from stored-product pests has heightened negative impacts on the environment and public health, driving demand for sustainable alternatives. Plant-based essential oils (EOs) have significant potential to be used as bio-insecticides. However, their rapid degradation and evaporation frequently limit their effectiveness in practical applications. Encapsulating EOs in nanoemulsions aims to increase their practical feasibility by ensuring protection from external factors while enhancing functional reactivity and stability. This study developed and characterized nanoemulsions (CMNEs) containing 6% (v/v) Citrus maxima peel essential oil (CMEO), as well as evaluated their insecticidal contact, fumigant, and repellent efficacy against Sitophilus oryzae. Chemical composition of CMEO was analyzed via Gas Chromatography-Mass Spectroscopy (GC-MS). The CMEO was encapsulated through ultrasonic emulsification with Tween80 as the surfactant to obtain NEs at two EO:Tween80 combinations, CMNE1 (1:2) and CMNE2 (1:2.5). For NEs, follow-up evaluations of their physical characteristics and thermodynamic stability were carried out at room temperature 24 hours and 6 months after formulation. The GC-MS analysis of CMEO revealed d-limonene (85.4%) as the major constituent. The amplified concentration of Tween80 in CMNE2 resulted in the reduction of the particle size of CMNE1 from 23.08 nm to 18.97 nm, while the PDI changed from 0.5 and 0.43 for CMNE1 and CMNE2, respectively, favoring negative zeta- potential with -6.47 mV for CMNE1 to -3.88 mV for CMNE2 at 24 h. Notably, the nanoscale properties of developed nanoemulsions were maintained even after 6 months of storage with no visible macroscopic changes and they remained stable after undergoing various thermodynamic stability tests such as centrifugation, heating-cooling, and freeze-thaw cycles, with no phase separation observed. Encapsulating CMEO in NEs resulted in significant boost in contact toxicity with, CMNE1 exhibiting approximately 4 times higher toxicity and CMNE2 around 7 times higher toxicity after 48 hours of post-treatment. Fumigant toxicity was increased in CMNE1 and CMNE2 by approximately 3 and 4 folds, respectively, compared to CMEO. The repellency in CMNEs was significantly enhanced, reaching roughly 3 times greater than CMEO at 6 h of exposure. Overall, the current study lays the groundwork for developing CMNEs, enhancing the stability of CMEO and its bio efficacy. It suggests a sustainable and effective method for managing stored-grain insect pests while utilizing Pomelo peel, an under-utilized by-product.
Keywords: Citrus maxima essential oil, Nanoemulsion, Sitophilus oryzae, Repellency, Fumigan
Smart Biofilter for Effective Nitrogen Transformation in Aquaponic System with Automation
No full textAquaponics is a food production system that integrates aquaculture and hydroponics to grow plants that utilize fish waste and fish feed remains in aquaculture water into plant nutrients with the help of nitrifying bacteria. A general aquaponics system consists of a fish rearing tank, a biofilter and a hydroponic system where biofilter plays a crucial role in maintaining water quality by facilitating the growth of beneficial bacteria. Though the aquaponics system is a sustainable agricultural approach, lack of knowledge in implementing and maintenance with the cost are the main constraints in popularizing these systems. Therefore, the present study was aimed at designing and developing an automated aquaponics system with a cost effective smart filter. In this study juvenile stage Tilapia (Oreochromis mossambicus) were used in the aquaculture system while Nutrient Film technique (NFT) was used in the hydroponic system. The biofilter was designed using wire mesh, fiber foam cotton, filter sponge, alternative bio balls and seashells layers respectively along with an aerator. Automation and real time monitoring of the water circulation and biofilter monitoring was done using sensors and Arduino technology. The performance of the biofilter was evaluated measuring the ammonia and nitrate levels of the circulated water by taking samples at three points of the systems, at fish tank, biofilter and at the transit point of the hydroponic system, respectively. The system demonstrated a significant ammonia removal efficiency of 39.89%, effectively reducing toxic ammonia levels where it enabled maintaining ammonia level below 1 ppm. Additionally, the biofilter facilitated the formation of nitrates at a rate of 21.84%, indicating efficient nitrification. This process is beneficial as it converts harmful ammonia into a valuable nutrient. Further the system could maintain the pH level at 6.1-6.9 and Electric conductivity (EC) at 173-190 µS which were always within the acceptable ranges in an aquaponic system. The results indicated that biofilter effectively converted ammonia in aquaculture water. Automated aquaponic unit with the smart biofilter is a novel technological solution, facilitating convenient usage with automated monitoring and management unit which optimizes the production unit for sustainable use of resources.
Keywords: Automated Aquaponic system, Biofilter, Economical, Nitrogen transformatio