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Environmental considerations in the purchase decisions of Ghanaian consumers

Author

Listed:
  • Robert Opoku
  • Samuel Famiyeh
  • Amoako Kwarteng

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.

Suggested Citation

  • Robert Opoku & Samuel Famiyeh & Amoako Kwarteng, 2019. "Environmental considerations in the purchase decisions of Ghanaian consumers," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 16(1), pages 129-143, January.
    • Handle: RePEc:eme:srjpps:srj-11-2016-0206
    DOI: 10.1108/SRJ-11-2016-0206
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