The Impact of Environmental Awareness Campaigns on Consumer Behaviour: A Comparative Analysis of Green Product Adoption

Fletcher Junior Nimoo, Abraham Okrah, Shadrach Kundi Baa-Naa and Joseph Fuseini
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Fletcher Junior Nimoo: School of Business. Nanjing University of Information Science and Technology, Nanjing 210044, China
Abraham Okrah: School of Applied Meteorology, Nanjing University of Information Science and Technology, Nanjing 210044, China
Shadrach Kundi Baa-Naa: African Centre for International Affairs
Joseph Fuseini: School of Management Science and Engineering, Nanjing University of Information Science and Technology, Nanjing 210044, China

International Journal of Research and Innovation in Applied Science, 2024, vol. 9, issue 3, 199-210

Abstract: This study delves into the dynamics of consumer perceptions in sustainable product markets, aiming to uncover the synergies between price, brand, environmental attributes, and quality. Through the utilization of Pearson correlation coefficients, the research reveals robust relationships among these variables, highlighting noteworthy correlations such as a 0.783 correlation between price and brand, 0.826 between price and quality, and 0.775 between brand and quality. These statistical insights provide a quantitative foundation for understanding the intricate interplays influencing consumer viewpoints. Moreover, the study emphasizes the strategic significance of pricing, brand communication, quality assurance, and environmental messaging in shaping consumer attitudes. Recognizing the centrality of environmental consciousness, businesses are advised to integrate holistic marketing strategies that resonate with consumer expectations. In addition to exploring the statistical relationships among key variables, this study provides a comprehensive examination of consumer perceptions, drawing insights from demographic distribution, normality testing, and correlation analysis. A diverse gender distribution was observed, with 43.9% females, 56.1% males, and a small percentage (0.6%) opting not to disclose. The age distribution revealed varying segments, with 15.1% aged 18-24, 44.6% between 25-34, and smaller percentages across older age groups. The income spectrum ranged from $5,000 to $21,000+, reflecting a broad socio-economic context. Educational attainment varied, with 30.1% holding bachelor’s degrees and 4.2% possessing doctorates. Furthermore, the correlation analysis unveiled meaningful relationships among variables. Positive correlations were observed between price and brand (r = 0.783), price and quality (r = 0.826), and price and green attributes (r = 0.733), indicating consumer perceptions linking higher prices with brand recognition, quality, and environmental friendliness. Strong positive correlations were also found between brand and quality (r = 0.775), brand and green attributes (r = 0.743), and green attributes and quality (r = 0.676), suggesting associations between reputable brands, perceived product excellence, and environmental friendliness. Survey responses provided additional insights, revealing a significant level of concern (52.4%) about environmental issues, a belief in individual impact on the environment (71.7%), and a trend toward consistent green purchasing behaviour (41.6% always). Social pressure (38.6%) and green marketing (37.3%) were noted as influential factors in consumer decision-making. This study contributes nuanced insights into consumer perceptions in sustainable product markets, emphasizing the interplay of demographic factors, normality testing, and correlation analysis. These findings offer valuable guidance for businesses seeking to develop effective marketing strategies tailored to resonate with environmentally conscious consumers.

Date: 2024
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