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Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective

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  • Peter Ansu-Mensah

    (Sunyani Technical University
    Faculty of Business and Management Studies)

Abstract

The indiscriminate consumption patterns worldwide have brought in its wake severe problems like pollution and global warming, and this has ultimately called for green products awareness and consumption. The main purpose of this study was to assess the effect of university students’ awareness of green products on their green purchasing intentions. The specific objectives were to identify whether awareness, price, availability, value and quality influence university students’ intention to purchase green products, and to investigate how awareness, price, availability, value and quality predict university students’ intention to purchase green products. A structural equation modeling was used to analyze data collected from an online survey of 478 students. Results show that green perceived quality has the utmost significant positive impact on university students’ green purchase intentions; however, green perceived availability had the slightest impact on university students’ intention to purchase green products. The study is the foremost to conclude that green product awareness impact on university students green purchase intentions is greatly driven by price, high value and extraordinary quality. However, availability is not a critical influencing factor when it comes to green purchase intentions of university students. The implications of study, limitations and further research are discussed.

Suggested Citation

  • Peter Ansu-Mensah, 2021. "Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective," Future Business Journal, Springer, vol. 7(1), pages 1-13, December.
    • Handle: RePEc:spr:futbus:v:7:y:2021:i:1:d:10.1186_s43093-021-00094-5
    DOI: 10.1186/s43093-021-00094-5
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    Cited by:

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    3. Barbara Wyrzykowska & Artur Czech & Anna Dąbrowska & Anna Rytko, 2024. "Pro-Ecological Consumer Behavior versus Energy Reduction and Sustainable Consumption: A Case from Poland," Sustainability, MDPI, vol. 16(17), pages 1-16, August.
    4. Huan Hu & Chang Wang & Min Chen, 2024. "The Influence of a Regional Public Brand on Consumers’ Purchase Intention and Behavior Toward Eco-Agricultural Products: A Chinese National Park Case," Sustainability, MDPI, vol. 16(21), pages 1-23, October.
    5. Shiela Mae C. Ilagan & Ardvin Kester S. Ong & Josephine D. German & Ma. Janice J. Gumasing & Kyla Marie P. Pabalan, 2024. "Holistic Antecedent Analysis of Behavioral Intention among Green Consumers in the Philippines: A Sustainability Theory of the Planned Behavior Approach," Sustainability, MDPI, vol. 16(10), pages 1-23, May.
    6. Ayanda Deliwe, 2022. "Creating consumer awareness of green products through the 6Ps of societal marketing," GATR Journals jmmr308, Global Academy of Training and Research (GATR) Enterprise.
    7. Gizem Yener & Arzu Secer & Pascal L. Ghazalian, 2023. "What Factors Influence Consumers to Buy Green Products? An Analysis through the Motivation–Opportunity–Ability Framework and Consumer Awareness," Sustainability, MDPI, vol. 15(18), pages 1-15, September.

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