http://dlib.iit.ac.lk/xmlui/handle/123456789/1363 2026-04-08T18:31:11Z 2026-04-08T18:31:11Z De Silva, Amarsha J.Y.B. http://dlib.iit.ac.lk/xmlui/handle/123456789/1537 2023-01-26T05:54:35Z 2022-01-01T00:00:00Z

"Identifying factors effecting customers making sustainable clothing purchase decisions a study on Colombo based fashion consumers " De Silva, Amarsha J.Y.B. The Sri Lankan sustainable fashion market is still at its infancy compared to global initiatives. This may be due to the lack of initiatives taken by the governments towards preserving nature. There are a very few brands who had made the initiate of branding themselves as partially or complete sustainable product offering companies. Hence the traction the brands has towards the market is a niche. Due to the global urgency of the matter the market cannot remain as a niche. Moreover, it should look at ways to improve. Keeping this though as a motivation this study has investigated the main motivational factors that makes a customer invest on a sustainable fashion garment. For which the author has used empirical research to find well researched data. The empirical findings offered six variables contributing to consumer buying decision of a sustainable product and they were marketing, product attributes, social norms, psychological factor, consciousness and habits, experience and lifestyle. Based on the Anderson’s table a sample size of 310 were used, the sample size mentioned was reduced from 389 to 310 due to limited timeframe of the research. For the collection of data, a survey was built using past research work as a base. Email, Facebook, Instagram and WhatsApp technologies were used to share data. Several statistical methods were used to analyze the obtained data. The methods were Cronbach’s Alpha, KMO, Bartlett’s tests and discriminant validity. These tests ensured the validity and the reliability of the gathered data, further details of the validity of the independent variables and dependent variable are discussed in the chapters to come. Overall, the study reflected that although three variables were statistically proven as most impactful variables on the dependent variable, there were many underlying scenarios that should be put to test to obtain solid outcome. However, the research findings highlighted the fact the a sustainable buying decision is a lot to do with human behavior related factors, skewing more towards consciousness and habits of an individual.

2022-01-01T00:00:00Z Perera, Pushpa http://dlib.iit.ac.lk/xmlui/handle/123456789/1535 2023-01-24T05:22:00Z 2022-01-01T00:00:00Z

When cinema meets fashion a study on the impact of short fashion films on generation Z fashion purchasing decisions in Sri Lanka Perera, Pushpa Fashion marketing in retail sector is witnessing a transformation due to rapid technological developments. Hence, this paves the way to retailers and fashion marketers to use different promotional tools to influence the fashion buying decisions of their consumers. Short fashion films are such novel approach to Sri Lankan context. The combination of audio and visuals with an enchanting storyline captivates the consumers and leverage the image of the brand. They also improve the consumer shopping experiences and support the brand to stay competitive. The biggest future challenge for marketing and consequently for retailing is generation Z, since members of this generation seem to behave differently as consumers and are more focused on innovation. Their focus on fashion buying decisions is vastly different from their earlier generations. The aim of this paper is to explore the possibility of short fashion films to influence the fashion buying decisions of Gen Z. Thus, a deductive approach is used with a mix method to gather information. A series of structured in- depth interviews and questionnaire were conducted with Gen Z consumers in the urban areas of Sri Lanka. The findings showed that smart technologies have a significant influence on generation Z consumers' experiences. It also has greater impact on short fashion films. Moreover, this group of consumers expects various new devices and electronic processes to be widely available. Thus, offering consumers an omni channel experience with faster transactions would allow short fashion films to operate in seamless mode along all the platforms. In addition, content relevant to daily lifestyle, environment/social issue arouse their buying intensions. Hence, short fashion films have the capacity to create an intimate dialogue between the brand the consumer. Thus, short fashion films are operated as a medium that influence generation Z fashion decisions. The relevant theoretical and practical implications are also provided in the study

2022-01-01T00:00:00Z Siriwardena, Sajith http://dlib.iit.ac.lk/xmlui/handle/123456789/1534 2023-01-24T05:14:43Z 2022-01-01T00:00:00Z

Impact of insecurity marketing on fashion consumer buying behavior Siriwardena, Sajith "Marketing and Consumer insecurities have always been inseparable topics as fashion product campaign always aims at physical as well as psychological factors of the consumers. Consumers on the other hand can easily be manipulated when addressing their insecurities. Brands always explore the greatest fear, hopes, and ambitions of consumers hoping to introduce products as solutions. As a developing country, Sri Lanka has always experienced experimental marketing campaigns and products due to poor rules and regulations. Many adolescents and educated adults have become victims of insecurity marketing unknowingly. The necessity of a proper case study of Consumer buying behavior due to the influence of Insecurity marketing has been neglected. Many local researchers have raised their voices against the dietary issues among school children and young adults as well as negative celebrity inspirations. Also, there have been few studies conducted regarding children using some products due to attractive ads or taglines they have. Nonetheless, there is evidence that even adults were influenced by certain brands claiming to be solutions for their fashion, beauty-related concerns. But none of the researchers have gone deep enough to address the root cause of such actions of the consumers. It’s insecurity marketing specifically designed to create or harness the inner vulnerabilities of people. The main purpose of this study is to understand the key factors of insecurity marketing and to provide recommendations to the fashion brands in using insecurity marketing techniques. To find relevant details author referred to many international and local studies during the empirical research and theoretical framework. Based on the finding four key factors were identified, Media, Brand, Socio-culture, and insecurity. A conceptual framework was formed to explain the correlation between the independent variables and dependable variables. As primary data, a survey was circulated, and two hundred and sixty-eight responses were collected. Through collected data many respondents agreed and strongly agreed regarding the correlation of the key four factors. With the hypotheses, it was evident that there’s a clear connection between independent and dependable variables. A separate chapter is presented with all analyzed data of the survey using the SPSS system and based on the results the recommendations were suggested for fashion brands and future researchers."

2022-01-01T00:00:00Z Flamer Caldera, Anjuli http://dlib.iit.ac.lk/xmlui/handle/123456789/1533 2023-01-24T04:49:44Z 2022-01-01T00:00:00Z

The factors influencing diversity and inclusivity when designing a fashion garment a study on the Sri Lankan fashion design industry from a decision maker's perspective Flamer Caldera, Anjuli "The Western fashion industry has taken great strides to vocalise and incorporate diversity and inclusivity into the design decision making process. The aim of this study is to determine if decision-makers within the SLFDI have taken the global cue and recognised the pressing need and importance of implementing transformational change in order to ingrain systemic diversity and inclusivity into the local fashion system. This is a challenging issue to tackle for the FI in general because it has been primarily built on the allure of exclusivity. This study further aims to; 1. To identify the factors affecting diversity and inclusivity when designing a garment to understand what drives fashion design decisions of the decision makers. 2. To identify the relationship between those factors affecting diversity and inclusivity when designing a garment and to explore the nature of the relationship. 3. To provide recommendations for fashion enterprises and independent design labels to practise diversity and inclusivity when designing a garment and to encourage ingraining inclusivity and diversity into the decision-making process to make it more systemic "

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