Effect of green marketing practices on purchase intention: moderation role of environmental knowledge
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Date
2023
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KNUST
Abstract
The primary goal of this study is to investigate the connection between environmentally conscious marketing strategies, consumer environmental awareness, and consumer purchase intentions. Descriptive research, used in this study, tries to precisely and methodically describe a population, circumstance, or phenomena. There are 85,000 people in the study, including students at Kwame Nkrumah university of science and technology (kunst) in Kumasi. Simple random sampling uses 398 randomly generated integers, which are used to select a sample for this investigation. The primary sources are where the study's data will come from. Primary sources provide raw information and first-hand evidence. Using the use of closed-ended questionnaires with a five-likert scale, the study's data has been gathered. Statistical techniques from the statistical package for the social sciences are being used by the researcher to produce the data analysis based on the objectives and questions from the study (spss). The study revealed that green promotion and products positively and significantly influence the purchase intention of customers of water bottling companies. It was also revealed that environmental knowledge significantly moderation the relationship between green products, promotion and the purchase intention of customers of bottled water. Therefore, the study concludes that green products and promotion have a significant relationship between the purchase intention of customers of bottled water and environmental information moderates the relationship among green products, promotion and purchase intention of customers. Thus, customers pay attention to environmental knowledge, and green products and promotion are more important. Consequently, the continuous improvement in product quality and promotion concentrating on the green mix can bring high yields for the company. It is recommended that companies improve their products and develop them to be friendly products to the environment.
Description
A thesis submitted to the department of marketing and corporate strategy, Kwame Nkrumah university of science and technology, in partial fulfillment of the requirements for the degree of master of business administration (marketing)