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Article
Publication date: 5 February 2024

Mahmoud Abdulai Mahmoud, Alimatu Sadia Seidu, Ernest Yaw Tweneboah-Koduah and Abdul Salam Ahmed

This study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green…

Abstract

Purpose

This study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green marketing mix and consumer repurchase in Ghana.

Design/methodology/approach

A quantitative approach to research was employed. In all, 371 participants were chosen using the purposive sampling technique. Data analysis was conducted using the SPSS software.

Findings

The findings showed that green price, green place and green promotion had a positive significant effect on repurchase intention. However, green product insignificantly influenced repurchase intention. The findings further showed that green knowledge moderated the relationship between green price and green place, on repurchase intention. Green knowledge was not found to moderate the relationship between green product, green promotion and repurchase intention.

Originality/value

The study advances our knowledge on green marketing mix, green knowledge and repurchase intention within the beverage sector. It reveals the positive implication of green marketing mix on a firm’s customers using the marketing mix theory.

Details

African Journal of Economic and Management Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-0705

Keywords

Article
Publication date: 13 November 2023

Aysa Siddika and Abdullah Sarwar

This study aims to investigate the factors contributing to the low adoption rate of mobile money services (MMS) in the Middle East and North Africa (MENA) region compared to other…

Abstract

Purpose

This study aims to investigate the factors contributing to the low adoption rate of mobile money services (MMS) in the Middle East and North Africa (MENA) region compared to other regions. The study focussed on socio-demographic factors and macro-level determinants in several selected MENA and Sub-Saharan African (SSA) regions where MMS have been successful.

Design/methodology/approach

This study analysed 23 countries across MENA and SSA to establish the correlation between socio and macroeconomic factors and MMS adoption using a quantitative approach. The analysis used the generalized least square (GLS) method.

Findings

The study revealed that gender and income are factors that positively influence the adoption of MMS in MENA and SSA regions. Additionally, the study found that the affordability index, which measures macroeconomic indicators, correlates with MMS adoption in both regions but in an inversed way. On the other hand, political stability appears to have a positive correlation with MMS adoption in the MENA region. The correlation between the regulatory index and MMS adoption positively impacts the entire study group, although it is insignificant in the SSA region.

Research limitations/implications

Future studies should assess market competition among MMS providers and the psychological aspect of user adoption behaviour. Additionally, conducting a focus group discussion with stakeholders in the MMS industry can assist in uncovering potential factors contributing to low MMS adoption in the MENA region.

Originality/value

This study contributes to understanding the role of the socio-demographic and macroeconomic determinants in promoting digital transformation through adopting MMS.

Details

Digital Policy, Regulation and Governance, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-5038

Keywords

Article
Publication date: 12 January 2024

Elvis Attakora-Amaniampong, Iruka Chijindu Anugwo and Miller Williams Appau

This study aims to establish the relationship between indoor environmental quality and residential mobility in student housing in Ghana.

Abstract

Purpose

This study aims to establish the relationship between indoor environmental quality and residential mobility in student housing in Ghana.

Design/methodology/approach

Using multiple regression and exploratory factor analysis through post occupancy evaluation, 26 indoor environmental quality (IEQ) indicators were explored among 1,912 students living in Purpose-Built off-campus university housing in Northern Ghana.

Findings

The study established a negative relationship between indoor environmental quality and residential mobility among student housing in Northern Ghana. Residential mobility is primarily attributed to the dissatisfaction with thermal and indoor air quality.

Practical implications

The negative relationship affects vacancy and rental cashflows for property investors. Also, understanding local environmental conditions can influence future student housing design and enhance thermal and indoor air quality.

Originality/value

The authors contribute to studies on indoor environmental quality in student housing. In addition, establishing the relationship between indoor environmental quality and residential mobility in tropical African regions is novel.

Details

International Journal of Building Pathology and Adaptation, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-4708

Keywords

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