The Impact of Green Marketing on the Purchasing Behaviour of Students in Ghana (Conference presentation)

Amoako, G.K./ Baffoe, D.


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.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Green marketing;Ghana;Environment;Οικολογικό μάρκετινγκ;Γκάνα;Περιβάλλον
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
URI: http://195.251.240.227/jspui/handle/123456789/1263
Publisher: Bucks New University
Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Item type: conferenceItem
Submission Date: 2016-06-14T09:06:52Z
Item language: en
Item access scheme: free
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Publication date: 2012-06
Bibliographic citation: Amoako, G.K, Baffoe, D., 2012, 'The Impact of Green Marketing on the Purchasing Behaviour of Students in Ghana', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 529-534
Abstract: 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.
Publisher: Bucks New University
Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Conference name: International Conference on Contemporary Marketing Issues (ICCMI)
Type of the conference item: full paper
Appears in Collections:ICCMI (2012)

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