An Exploratory Study of the Impact of Green Brand Awareness on ConsumerPurchase Decisions in Ghana

Mahama Braimah · Ernest Yaw Tweneboah‐Koduah

20 citations0/0 files storedJournal of Marketing Development and Competitiveness

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Sustainable Supply Chain Management

Abstract

The study determines Ghanaian consumers’ awareness of green marketing issues and whether it impacted on their purchase decisions.200 respondents were interviewed from 4 satellite markets within Accra. The findings indicate that Ghanaian consumers have a low level (15.5%) of awareness of green marketing issues and it affected the purchase decision of only 7%. Price was ranked ahead of green concerns as influencing purchase decisions. It was established that younger consumers are more likely to be influenced by green issues. Ghanaian consumers’ awareness of green issues can be enhanced if green brands producers and campaigners develop strategic promotional activities.

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References

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