http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/124 2026-08-10T14:01:44Z 2026-08-10T14:01:44Z Dilogini, S. Layassruthy, S. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12865 2026-08-10T09:33:52Z 2026-01-01T00:00:00Z

Title: Assessing the Market Potential of Value-Added Palmyrah Food Products among Consumers in Northern Sri Lanka Authors: Dilogini, S.; Layassruthy, S. Abstract: Palmyrah Palm has more than 800 applications in food, drinks and fiber. Earlier studies have addressed the physiochemical, chemical, sensory acceptability and economic viability aspects of palmyrah-based products; however, market acceptability, consumer behavior and marketing problems have not been precisely covered, and there is a lack of literature dealing with the perceptions and experiences of Palmyrah Product Owners (PPOs) and Palmyrah Product Consumers (PPCs) on value-added palmyrah food products. This research aims to fulfill the research gap by assessing consumer acceptance, perceived value and purchase intention in the Northern Province of Sri Lanka regarding the market potential of four palmyrah-based food products. A qualitative study was adopted using purposive sampling to select 12 participants from Northern Province, based on two categories, PPO and PPC, collected from 7 and 5 participants respectively. The PPOs have an average of 20-35 years of working experience and PPCs have 5-15 years of consuming experience. In-depth interviews ranging from 25-30 minutes were conducted to analyze willingness to purchase, price sensitivity and substitution with existing alternatives, across four product categories: beverages, snacks, sweetener and flour, using the theory of planned behavior. Interviews were conducted in Tamil and analyzed thematically. The study used QDA Miner Lite only for organizing and coding the qualitative data. Five important themes emerged regarding consumer acceptance, perceived value and purchase intention. ‘Premium on convenience’ found that consumers had a high demand for Palmyrah beverages so long as the products were formulated as non-perishable and sugar-free varieties, indicating that modern consumers prioritize convenience and health attributes over traditional beverage forms. ‘Novelty-driven trial intent’ found that snack products having known flavors like spiciness and cheese showed high trial intention, acting as a “safe bet” entrance into the market. ‘Strategic positioning of product categories’ found that manufacturers should promote snack products as risk-free products, followed by ready-to-drink beverages, without entering any price war with conventional alternatives such as wheat flour and coconut sugar. ‘Price sensitivity in essentials’ indicated that consumer preference for palmyrah sweeteners was greatly influenced by price, being the traditional substitute for coconut sugar only when available at cheaper prices. ‘Culinary uncertainty and labeling confusion’ highlighted that palamyrah flour usage is limited by taste issues and labeling uncertainty, with consumers judging staple foods based on price and performance rather than assumed traditional quality, so improving labeling clarity and product information is needed to build consumer confidence. Value-added palmyrah products will be subject to obstacles in marketing due to consumer uncertainty and price sensitivity. This study is the first to simultaneously compare the consumer acceptance, perceived value and purchase intention of four categories of value-added products made from palmyrah. Further research could use conjoint analysis to find out the price and package mix for these products.

2026-01-01T00:00:00Z Dilogini, S. Thasika, T. Jayasinghe, J.M.T.D.N. Neethira Bens, A. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12864 2026-08-10T09:04:15Z 2026-01-01T00:00:00Z

Title: Barriers to the Adoption of Digital Marketing Tools Among Palmyrah Micro-Entrepreneurs in Rural Areas of The Jaffna Peninsula Authors: Dilogini, S.; Thasika, T.; Jayasinghe, J.M.T.D.N.; Neethira Bens, A. Abstract: Digital marketing has become crucial for increasing effectiveness via better engagement and revenue generation. Palmyrah microentrepreneurs in the Northern part of Sri Lanka rely on traditional approaches that are restricted due to social stratification and insufficient modernization. Digital marketing competence becomes significant for micro-entrepreneurs’ performance and strategic adaptability, and more digitally involved microentrepreneurs are more likely to experience customer retention but require resourcefulness such as finances to use digital marketing tools. In an emerging economy, barriers include technology, managerial commitment, lack of government backing and insufficient customer pressure. Though existing research has provided substantial knowledge on barriers to digital marketing tools adoption, there is little evidence on barriers faced by micro-entrepreneurs in traditional rural industries like the palmyrah industry, with little attention paid to the interplay of socio-cultural and technical barriers among this group. This research focuses on current barriers to digital marketing tools adoption among micro-entrepreneurs in the palmyrah industry in the Jaffna Peninsula. The qualitative exploratory study utilized purposive sampling to select 15 palmyrah micro-entrepreneurs from Jaffna district, ensuring representation by gender (10 females, 5 males), age (30-55 years) and geographic location, along with 3 Focus Group Discussions (FGDs) of 3-4 members each. Semi-structured interviews of 20-45 minutes and FGDs of 30-45 minutes covered marketing efforts undertaken, experience with digital tools (Facebook, Instagram, WhatsApp Business), awareness of digital marketing advantages, language issues, perceptions of online marketing, financial limitations and infrastructure-related challenges, analyzed in Tamil using Braun and Clarke’s six-step thematic analysis approach. QDA Miner Lite software was employed solely for qualitative data management and coding. Analysis, conducted through a sociotechnical approach, indicated that obstacles hindering digital marketing tools adoption were mainly structural rather than dispositional, identifies in five major themes: ‘limited digital marketing skills’ (unable to afford paid advertisements or technology due to daily expenditure needs), ‘lack of knowlwdge about benefits for sales, customer reach, brand visibility and growth), ‘language barriers’ (platform interfaces such as Facebook Business Manager, Instagram Ads and WhatsApp Business being available only in English), and ‘logistical and trust issues’ ( unreliable rural couriers and lack of trust in online transactions). Despite this, a consistent “positive attitude towards future adoption” emerged’ as micro-entrepreneurs were willing to adopt digital marketing tools given sufficient training, funding and awareness, disputing the idea that lack of motivation causes low adoption. Interventions should target shortcomings in digital literacy, funding and technology infrastructure rather than relying on motivational measures alone. Development programs must provide training in Facebook ads, Tamil-based learning applications, village couriers and online payment mechanisms, with future research focusing on the joint effect of digital literacy programs and Tamil digital platforms on tool adoption among palmyrah micro-entrepreneurs.

2026-01-01T00:00:00Z Dilogini, S. Kamshanaa, T. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12863 2026-08-10T08:26:02Z 2026-01-01T00:00:00Z

Title: Assessing Awareness, Trust and Price Acceptance for Eco-Labeled Palmyrah Products Among Consumers in Jaffna Authors: Dilogini, S.; Kamshanaa, T. Abstract: The palmyrah tree has various environmental advantages such as drought tolerance, soil conservation, and conservation of biodiversity. Eco-labels are forms of sustainability certification that influence consumer behavior, with labeling having a positive effect on purchasing intentions. Factors affecting consumer perceptions about eco-labels include label visibility, institutional support, credibility and consumer knowledge, and the probability of buying eco-labeled products is high among consumers who are aware of and trust eco-labeling, while price also plays an important role. In Sri Lanka, there is limited information on consumer awareness, trust and willingness to pay higher prices for eco-labeled palmyrah products, so this study explores these factors to provide insights for promoting sustainable palmyrah products. For the qualitative exploratory study, purposive sampling was used to obtain 22 consumers from Jaffna district, ensuring representation across age groups (6 aged 20-29, 7 aged 30-39, 4 aged 40-49, 3 aged 50-59 and 2 aged 60-69) and gender (15 females and 7 males). Semi-structured interviews of 25-45 minutes, guided by green marketing theories and the Theory of Planned Behavior (TPB), focused on consumer knowledge of eco-labeling, awareness of environmental benefits, ability to pay premium prices, trust in certification organizations, and label design preferences. Interviews were conducted in Tamil and analyzed thematically. Only the data management and coding functions of QDA Miner Lite were used in this study. Four themes Addressed the research objective ‘traditional knowledge and environment awareness’ indicated that consumers had awareness of the environmental benefits of palmyrah products, such as the ability to survive drought and thrive without much irrigation, due to traditional knowledge passed down over generations rather than environmental education, with palmyrah considered naturally sustainable in northern Sri Lanka’s arid environment. ‘Eco-label awareness and trust’ indicated that younger consumers were more aware of eco-labels through supermarket experiences and social media, whereas older consumers knew little about certifications but generally saw ecolabels as indicating sustainable production, and inadequate label information weakened trust. ‘Willingness to pay premium prices’ showed that most people were ready to pay a premium of 10-15% if there was proper communication about environmental advantages, with willingness decreasing under income restrictions and lack of explanation. ‘Cultural-ecological labeling approach’ suggests that combining protection of cultural heritage with sustainability is more effective than usual eco-labeling for traditional indigenous crops, with consumers favoring specific claims like “it grows without irrigation”. The use of cultural- ecological labels incorporating heritage and ecological sustainability is more effective for traditional crops than regular eco-labeling. Certification bodies should create clear labels like “climate-smart, no irrigation needed” rather than just leaf logos, as effective communication and trust building are extremely important. This study presents an index of cultural ecology for traditional indigenous food sources, providing preliminary evidence that this concept is worth exploring further, with future research requiring larger samples and statistical comparisons

2026-01-01T00:00:00Z Dilogini, S. Atchchana, K. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12862 2026-08-10T07:48:59Z 2026-01-01T00:00:00Z

Title: Segment-Specific Communication Strategies for Conveying the Health and Nutritional value of Palmyrah Food Products in Northern Sri Lanka Authors: Dilogini, S.; Atchchana, K. Abstract: There are approximately 60,000 acres of palmyrah trees in the Northern Province of Sri Lanka. However, despite growing evidence of their potential anti-diabetic and cholesterol-lowering properties, palmyrah food products have not achieved widespread commercial success. Consumer trust in food and health information is multidimensional, highlighting the importance of segment-specific communication strategies, and vulnerable groups such as ethnic minorities need culturally specific communication approaches. The literature on palmyrah food products revolves around food chemistry but fails to cover culturally adapted public health lifestyle intervention studies. Guided by Social Marketing Theory (SMT), this research seeks to derive segment-based communication strategies to inform various consumer segments about the health benefits of palmyrah in Northern Sri Lanka. This qualitative exploratory study employed purposive sampling to recruit 16 information-rich participants from the Jaffna District, including seven diabetic adults aged 24-50 years, three young adults aged 24-30 years, and six older consumers aged 63 years and above. Semi-structured interviews lasting 30-60 minutes explored participants’ knowledge of the health benefits of palmyrah food products, health concerns relevant to their demographic group, trusted information sources, and preferred communication methods involving visual, textual, and interpersonal formats. Interviews were conducted in Tamil, audio-recorded, transcribed, translated into English, and analyzed following braun and clarke’s six-phase thematic analysis. QDA Miner Lite was utilized exclusively to manage and code the qualitative data. Three main themes were identified. First, hybrid ‘intergenerational and clinical trust’ revealed that diabetic participants initially relied on dietary advice from family members but sought confirmation from healthcare professionals before adopting health-related practices. Second, digital convergence of intergenerational trust’ demonstrated that young adults valued traditional knowledge shared by grandparents while verifying such information through digital platforms before accepting it. Third, ‘institutional and intergenerational dependency trust,indicated that older consumers primarily trusted healthcare professionals, public institutions, non-governmental organizations, and family members when making health-related decisions. These findings suggest that each consumer segment validates health information differently through clinical, digital or institutional sources, explaining the limited effectiveness of generic health communication. Across all participant groups, information overload reduced message effectiveness, whereas storytelling and culturally familiar communication were perceived as more credible, understandable and engaging than technical health information. The findings highlight the importance of adopting segment-specific communication strategies to promote the health and nutritional value of palmyrah food products. Digital video content may be more effective for young adults, community based audio communication may better engage older consumers, and research-supported health information delivered through healthcare professionals may be more persuasive for diabetic adults. These findings contribute to the application of SMT by demonstrating how different dimensions of trust influence communication preferences across consumer segments, and the study proposes a conceptual model, the generational knowledge loop, illustrating how traditional knowledge, institutional credibility, and digital verification interact in shaping consumer trust.

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