Green consciousness and consumer buying behaviour in a developing country: a study of Ghanaian consumers.
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Date
2012-07
Authors
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Publisher
KNUST
Abstract
Environmental consciousness has seen more light over the past three decades because
of the increasing indication of environmental problems. Consumers and businesses
alike are more environmentally friendly. Ghana as a developing country faces a lot of
environmental issues and it is imperative for the country to focus on decreasing the
negative effect on the environment. Green marketing is a phenomenon that is still at its
birth stage in Ghana as Ghanaian consumers are currently at the stage of green awaking
and green consciousness. There is little academic evidence of the Ghanaian being
environmentally friendly.The main objectives of the study are to determine if Ghanaian
consumers have pro-environmental concerns,knowledge of environmental issues and
awareness of green products. An objective is to know if Ghanaian consumers will be
will to pay more for green products and if their concerns and knowledge of the
environment would affect their purchasing decisions or buying behaviour. The study
suggests that Ghanaian consumers are gradually moving towards the green
phenomenon and that the consumers who are have knowledge in environmental issues
and are green conscious prefer to purchase green products even at higher prices. This
study was carried out using data collected from 350 residents of Kumasi in the Ashanti
Region using a structured questionnaire. The questionnaire contained questions that
were used to measure the attitude of Ghanaian consumers towards the environment and
how these attitudes influence their buying behaviour. The collected primary data was
analyzed with SPSS using tools such as descriptive statistics, factor analysis and
correlation. The results of the study showed that the Ghanaian consumers’ pro environmental concerns notably affect their green buying behaviour. It also showed that
consumers are willing to buy green products but are not willing to pay a higherprice for
them. The survey findings suggest Ghanaian consumers’ demographics which include
age, educational level and income level do not have a strong impact on the green
consciousness and green buying behaviour. There is a great need for a drastic promotion
and awareness creation among consumers carried out by green marketing campaigns,
government, businesses and organizations.
Description
A Thesis Submitted To The Department Of Marketing And Corporate Strategy In Partial Fulfillment Of The Requirements For The Degree Of Master Of Business Administration (Marketing).