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Green perceived value and consumer attitudes in the light of the SDGs: a replication study from a developing economy

Stephen Mahama Braimah (Department of Marketing and Entrepreneurship, University of Ghana Business School, Legon, Ghana)
George Kofi Amoako (Department of Marketing, Ghana Communication Technology University, Accra, Ghana)
Aidatu Abubakari (Department of Marketing and Entrepreneurship, University of Ghana Business School, Legon, Ghana and Department of Marketing, Lakeside University College Ghana (LUCG), Accra, Ghana)
George Oppong Appiagyei Ampong (Department of Management, Ghana Communication Technology University, Accra, Ghana)
Kwame Simpe Ofori (School of Business and Social Sciences, International University of Grand-Bassam, Grand-Bassam, Côte d’Ivoire and School of Management and Economics, University of Electronic Science and Technology of China, Chengdu, China)

Society and Business Review

ISSN: 1746-5680

Article publication date: 21 December 2022

48

Abstract

Purpose

In the light of the UN’s Sustainable Development Goals, it is imperative for firms to adopt green practices. Green marketing is currently attracting the attention of people all over the world due to the growing awareness of the link between environmental catastrophes and unsustainable human activities. However, some aspects of green marketing, including green product experience, trust, satisfaction and loyalty, remain underexplored. This study aims to assess how green product experience and trust in green labelling influence perceived value, satisfaction and loyalty towards green products.

Design/methodology/approach

Partial least squares-structural equation modelling was used to analyse data collected from a survey of 578 consumers in Ghana.

Findings

The results indicate that consumers’ green product experience influences their green product satisfaction, perceived value and loyalty; and that consumers’ trust in green labelling influenced their green product satisfaction and perceived value.

Research limitations/implications

This study contributes to the literature by providing useful insights into green product experience, trust in green labelling, green satisfaction and loyalty. The findings can assist brand and marketing managers in devising communication strategies that will generate the most beneficial perceived values of green products among targeted customers.

Originality/value

The study is among a few to examine the influence of green product experience and trust on perceived value, satisfaction and loyalty towards green products, particularly in the context of a developing economy.

Keywords

Citation

Mahama Braimah, S., Amoako, G.K., Abubakari, A., Ampong, G.O.A. and Ofori, K.S. (2022), "Green perceived value and consumer attitudes in the light of the SDGs: a replication study from a developing economy", Society and Business Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/SBR-03-2022-0088

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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