http://drr.vau.ac.lk/handle/123456789/250 Sun, 05 Apr 2026 17:38:24 GMT 2026-04-05T17:38:24Z http://drr.vau.ac.lk/handle/123456789/1618 Conceptual paper on the Relationships among Green Supply Chain Integration, Green Innovation and Green Performance Sithmini, S.P.D. The preservation of the natural environment has been an important issue for the last few decades. Nearly every industry has embraced environmental protection practices. Nowadays, organizations pay more attention on the green supply chain management practices to increase their positive environmental impact and mitigate their negative environmental impact. In this context, this review aims to examine the relationships among green supply chain integration, green innovation, and green performance. In order to achieve the review objectives, a systematic review of literature was conducted by using the archival method as recommended by Tranfield and others (2003). This review process includes classifying the literature from sources such as journal articles, edited works, and other research papers relating to the review topic, analyzing, reflecting, and reporting the findings of the review. This review has used the archival method for data collection, because it enabled the researcher to structure research and build a reliable knowledge base on existing literature on and related to green supply chain integration, green innovation, and green performance, and also applied reflections. Findings of the review suggest that there is a positive relationship between green supply chain integration and green performance. Similarly, green supply chain integration leads to green innovation. Moreover, findings of the review suggest that green innovation has a positive relationship with green performance. Finally, findings of the review suggest that green innovation mediates the relationship between green supply chain integration and green performance. Based on the above findings, this review proposes a mediation model that is useful to test and understand the relationships among the green supply chain integration, green innovation, and green performance empirically in the future. Wed, 01 Jan 2025 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/1618 2025-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/1617 The Impact of Influencer Marketing on Generation Z's Purchase Intentions: A Study in Jaffna Kinthuna, J.; Shanjievani, R.; Inthu, M. In this study, the impact caused by influencer marketing to purchase intentions of Gen Z consumers in Jaffna, Sri Lanka, is investigated. The study focuses on the key influencer characteristics like credibility, consumer similarity, and message quality, and their effect on customer behavior. Quantitative research approach was employed and the data were gathered through structured questionnaires from 100 Gen Z respondents. Reliability analysis, Normality test, Multicollinearity test, Regression analysis and descriptive statistics were used in the research to examine the interaction between influencer characteristics and buying intentions. The research indicates that authenticity and trust are strong predictors of buying behaviors while attractiveness and followership are comparatively weaker predictors. The research suggests that brands appealing to Gen Z must be more concerned with working with influencers creating value-added, authentic content over sheer measures of popularity. This study contributes to the existing body of knowledge on influencer marketing dynamics in the Sri Lankan context and provides managerial implications to organizations that aim to engage young consumers. Wed, 01 Jan 2025 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/1617 2025-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/1616 The Influence of Personalization Technology on Customer Satisfaction in Online Fashion Retail Rasanjanie, R.D.S.; leninkumar, V. This research explores the impact of personalization technology on customer satisfaction in online fashion retail. As e-commerce continues to expand, technologies such as AI-driven product recommendations, augmented reality (AR) virtual trials, dynamic pricing , algorithm and behaviorally targeted promotions have become important for enhancing the user experience. Although these features are widely used, less is known about how exactly they affect customer satisfaction. This study fills this knowledge gap by examining the impact of personalized technology AI recommendations, augmented reality fitting tools, dynamic pricing and customized discounts on critical areas such as perceived convenience, emotional connection, and post purchase loyalty. Data will be collected quantitatively from 250 online fashion customers through structured surveys, and regression analysis will be used to examine the results. The findings will provide businesses with practical advice on how to improve their digital strategies, thereby increasing customer retention and providing a competitive advantage in the expanding online fashion industry. Frome theoretical perspective the study contribute to the evolving body of knowledge about technology mediated customer experiences in online fashion retails platform. This study aims to bridge the gap between technological innovation and consumer psychology in the rapidly evolving world of online fashion retail industry. Wed, 01 Jan 2025 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/1616 2025-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/1615 The Impact of Data Privacy Concerns on Consumer Attitudes Towards YouTube Among Generation Z in Sri Lanka Nimanthika, P.D.A.; Sarangan, B. The paper examines how the concern of data privacy affects the attitudes of the Sri Lankan generation Z towards YouTube. Whilst the generation Z are digital natives, they highly engaged in online platforms, especially YouTube which also gathers important personal data to deliver personalized content and advertisements. Nevertheless, the increasing concerns over safety issues, data mis usage, and weak control over personal data provokes questions of how these circumstances affect changes in user attitudes and behaviours. The study intends to focus on how the different aspects of data privacy influence the consumer perceptions of YouTube with respect to consumer trust, the engagement with content, and the readiness to disclose personal information. Based on the Theory of Planned Behaviour, Privacy Calculus Theory, and the Social Exchange Theory, this study presents a conceptual framework with three dimensions such as the privacy concerns, privacy risks, and privacy control. The research design will be descriptive and cross-sectional, and data will be collected through an online survey among the Sri Lankan generation Z. The findings will add to the corpus of knowledge with a specific literature gap related to the Sri Lankan context and will provide practical intelligence that could be utilized by the marketers, policy makers and the developers of digital platforms. The results of the study may inform the development of more privacy-friendly advertising practices and regulatory contingencies that resonate with the preferences and habits of the newer generation of digital citizens. Wed, 01 Jan 2025 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/1615 2025-01-01T00:00:00Z