Abstract:
This study evaluates the influence of color on customer buying behavior in Sri
Lanka’s apparel industry, focusing specifically on local consumers in the Western
Province. While the industry contributes over 52% of national export earnings and
maintains global competitiveness, the research scope is limited to local apparel
consumers, regardless of whether product’s origin. The problem addressed is the
underutilization of color psychology as a strategic tool in apparel marketing and
design, despite its proven impact on consumer perceptions globally. The research
intended to evaluate the impact of color on purchasing decisions, specifically
concerning product type, packaging, perceived quality, cultural significance, and
therapeutic effects. A quantitative research design was employed, utilizing a
structured questionnaire distributed to a sample of 385 apparel consumers aged
between 18 and 64, who were chosen through a process of simple random sampling.
The theoretical framework included five independent variables and one dependent
variable, with hypotheses being examined through correlation and regression
analyses. Results indicated that all five hypotheses were accepted, validating the
existence of significant positive relationships between every color-related dimension
and customer purchasing behavior. The findings suggest that color directly influences
consumer attitudes, brand attractiveness, and loyalty, where rural and older consumer
segments still had strong affinity for culturally established colors. This research adds
to the existing knowledge by placing color psychology in the perspective of the
apparel market and providing empirical insights into its impact on consumer buying
behavior. In addition, it offers actionable suggestions to local clothing manufacturers,
marketers, and retailers to integrate color strategies in product development,
branding, and promotional campaigns, ensuring harmony between cultural values and
modern consumer expectations. Future research should broaden the geographical
scope, incorporate cross-cultural comparisons, and study the influence of color in
online retailing contexts, combining quantitative methods with qualitative techniques
to provide even deeper insights.
