Environmental considerations in the purchase decisions of Ghanaian consumers

Robert Opoku, Samuel Famiyeh and Amoako Kwarteng

Social Responsibility Journal, 2019, vol. 16, issue 1, 129-143

Abstract: Purpose - By relying on the Theory of Planned Behavior, this paper aims to understand the relative importance of attitude, subjective norm (SN), behavioral control, self-identity (SI) and past behavior in the prediction of green purchase behavior among Ghanaian consumers. Design/methodology/approach - In total, 306 graduate students were surveyed on the environmental considerations in their purchase behavior using hierarchical multiple regression analysis. Findings - The results of the study indicate that, in general, attitude and SI are more important than SN in influencing green purchase intention in a collectivistic country, such as Ghana. Yet, most respondents were neutral in their responses to questions as to whether they are green consumers and/or if they consider themselves to be concerned about environmental issues. Originality/value - This is the first attempt to study environmental consideration in purchase decisions in Ghana, a resource-rich, emerging and one of the strongest economies in sub-Saharan Africa.

Keywords: Environment; Ghana; Sub-Saharan Africa; Green marketing; Theory of planned behaviour; Green consumer (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:srj-11-2016-0206

DOI: 10.1108/SRJ-11-2016-0206

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