ESG Impact on Green Purchases: Côte d’Ivoire’s Retail Sector in the Digital Age

Coulibalyaicha Massaran and Jingli Liu
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Coulibalyaicha Massaran: School of Humanities and Social Science, Anhui University of Science and Technology, Huainan, China.
Jingli Liu: School of Humanities and Social Science, Anhui University of Science and Technology, Huainan, China.

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 7, 1419-1450

Abstract: This study investigates the factors influencing green purchase behavior (GPB) among consumers in the retail sector of Cote d’Ivoire. Drawing on a sample of retailers, the study examines the impact of environmental, social, governance, and technological factors on consumers’ propensity to engage in environmentally sustainable purchasing practices. Data were collected through structured surveys from 520 respondents and analyzed using regression analysis to identify significant predictors of GPB. The findings reveal that environmental knowledge, concern, perceived risk, perceived usefulness, trust in retail brands, transparency in pricing, social media influencers, brand image, awareness of corporate social responsibility (CSR) initiatives, and digital technology significantly influence consumers’ green purchase behavior. The study contributes to the literature by providing empirical evidence specific to the retail sector of Cote d’Ivoire, highlighting the multifaceted nature of factors shaping GPB in the region. The implications of the findings for retailers and policymakers are discussed, along with recommendations for fostering sustainable consumption practices and addressing the limitations of the study. Future research directions are suggested to further advance our understanding of green purchase behavior in emerging markets like Cote d’Ivoire

Date: 2024
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