This study, based on the Theory of Planned Behavior (TPB) and the Generation Cohort Theory, attempts to examine the degree of relationship between Perceived corporate social responsibility and Purchase intention, the mediating role of Brand attitude, and the moderating effect of Generation X and Y on the relationship between Perceived corporate social responsibility and Purchase intention. The study was carried out on quantitative techniques and followed the deductive approach. The data was collected through a structured questionnaire. Stratified Random Sampling was used to gather data, and the final sample consisted of 392 individual consumers. The data was analyzed using the SPSS and Partial Least Squares-Structural Equation Modelling (PLS-SEM) approaches using Smart PLS 3.0. It was found that Perceived corporate social responsibility related significantly to Purchase intention. Moreover, the relationships between Perceived corporate social responsibility and Brand attitude and Brand Attitude and Purchase Intention were significant. Therefore, Brand attitude was found to be a partial mediator and Generation X and Y to be significant moderators of the aforementioned relationship. There were a few limitations in this study which can be examined by future research. One limitation is that the findings of the research was based on one province consisting three districts. Another limitation of this study is that the qualitative and quantitative approaches of this study could have been integrated to yield the mixed method approach through which the findings could have been further clarified, thus enhancing the parameters of the findings. This is the first study empirically investigate of perceived corporate social responsibility on purchase intention: mediating role of brand attitude and moderating role of generation x & y in the Asian context. And also, important for Marketers in Sri Lanka in deciding their marketing strategies catering to different CSR implementation and purchasing patterns in between the genders.

PurposeThis paper examines the direct relationship between perceived corporate citizenship (CC) and purchase intention. This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms and fear to coronavirus disease 2019 (COVID-19) by contributing social exchange theory (SET), brand relationship theory, social cognitive theory (SCT) and fear appeal theory.Design/methodology/approachQuantitative research was carried out by means of a survey with a sample of 411 regular consumers who work for national retail brands, where the unit of analysis was an individual. The study analysed the data to test the research hypotheses using SPSS and SMART partial least squares (PLS).FindingsThis study found a significant positive impact of perceived CC on purchase intention (direct path), and furthermore, a partial mediation was shown for the indirect approach. In addition, personal norms and fear to COVID-19 have a significant impact on the relationships between perceived CC on purchase intention, BT on purchase intention and CBI on purchase intention.Practical implicationsThis study provides useful insights for managers to implement CC strategies to enhance consumer purchase intention and brand relationship in the retail sector within the COVID-19 pandemic.Originality/valueThe current study is perhaps the first to investigate the impact of perceived CC on purchase intention across BT, CBI, personal norms and fear to COVID-19 in the retail industry, period of COVID-19 pandemic. The study also makes some significant theoretical contributions and previously did not shed light on customer behaviour in this context.

This concept paper aims to conceptualize internet banking adoption in the Sri Lankan context with special reference to Undergraduates. Even though the rapid spread of technology has made the internet the best channel to provide banking services, it is explored in many studies that the internet adoption rate in Sri Lanka is at an inadequate level. This paper primarily focusses on millennial internet banking consumption, which is intended to study through a sample of Undergraduates in Sri Lanka. Although there are numerous studies carried out by different researchers on the internet banking context, the attention given to millennial internet banking behavior is insufficient. The review is based on the theoretical rationale based on the extension to Unified Theory of Acceptance and Use of Technology (UTAUT2), which mainly incorporates purchasing determinants (performance expectancy, effort expectancy, social influence, price value, habit, and facility conditions) and supportive empirical findings. A descriptive statistical review shows why Sri Lanka is considered a context to be examined while empirical evidence supports the arguments. The paper concludes with research propositions to examine factors that influence the adoption of internet banking.