Eureka! Institutional Repository

This paper sought to investigate the level of awareness of green marketing among Ghanaian students and to examine how the knowledge of green marketing affects the choices students make when buying consumables. Design/ Methodology /Approach: Likert scale questionnaires were used to solicit responses from students, first on their knowledge of green marketing and subsequently on how this knowledge affected their purchase decisions.Findings: Although there is the evidence of an understanding of green marketing among students, this knowledge rarely impacted their purchase decisions. Originality & Value: Paper contributes to how the knowledge of green marketing contributes to the purchase decisions of students in Ghana and sheds light on how industry players should use green marketing knowledge in the promotion of their products. Application: This paper can help improve on industry and national policies on manufacturing. Policy makers can use this information to help formulate policies for sustainable development in Africa.