Environmental considerations in the purchase decisions of Ghanaian consumers
ISSN: 1747-1117
Article publication date: 30 January 2019
Issue publication date: 22 January 2020
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
Citation
Opoku, R., Famiyeh, S. and Kwarteng, A. (2020), "Environmental considerations in the purchase decisions of Ghanaian consumers", Social Responsibility Journal, Vol. 16 No. 1, pp. 129-143. https://doi.org/10.1108/SRJ-11-2016-0206
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited