GREEN CONSUMER BEHAVIOUR AND GREEN PURCHASES: EVIDENCE FROM LOCAL FAST-MOVING CONSUMER GOODS FIRMS IN GHANA

Bansah, Pearl Fafa (2024) GREEN CONSUMER BEHAVIOUR AND GREEN PURCHASES: EVIDENCE FROM LOCAL FAST-MOVING CONSUMER GOODS FIRMS IN GHANA. S3 thesis, Universitas Pendidikan Indonesia.

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Abstract

This study investigates the interplay between green influencers, brand associations, trust, purchase intentions, and purchases within the context of local FMCGs in Ghana. Despite increasing consumer awareness of environmental issues, the specific dynamics between influencer marketing and green consumer behaviour remain underexplored. This study addresses this gap by employing a cross-sectional survey design within the quantitative approach, collecting data from 381 consumers of local fast-moving consumer goods firms in the Greater Accra and Ashanti Regions of Ghana. Structural equation modelling using partial least squares (PLS) version four was utilized to analyse the relationships between the study variables. The findings reveal that while green influencers significantly impact consumer perceptions and brand associations for eco-friendly products, their direct effect on purchases is minimal. However, strong purchase intentions play a critical role in translating into actual green purchases. Influencer marketing is effective in fostering positive brand associations and attitudes towards sustainability; however, a comprehensive approach is needed to convert intentions into actions. Green trust influences brand perceptions and the relationship between purchase intention and brand association. These implications suggest that policymakers should promote sustainable marketing practices and transparency in green advertising while supporting consumer education on sustainability. Businesses should strategically utilize green influencers, build consumer trust, and integrate influencer marketing with broader sustainability initiatives. Researchers should study the impact of influencer marketing across industries and consumer segments as well as the factors influencing its effectiveness. The findings underscore the critical role of green influencers in advocating sustainable consumption, highlighting the need for targeted marketing strategies to enhance green purchase behaviours. Keywords: Green Influencers, Green Brand Association, Green Brand Attitude, Green Purchase Intentions, Green Purchases

Item Type:	Thesis (S3)
Additional Information:	ID Sinta Promotor: 5993246 VANESSA GAFFAR 5991816 DISMAN 5977407 AYU KRISHNA YULIAWATI
Uncontrolled Keywords:	Green Influencers, Green Brand Association, Green Brand Attitude, Green Purchase Intentions, Green Purchases
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > S3 Manajemen
Depositing User:	Pearl Fafa Bansah
Date Deposited:	16 Aug 2024 03:06
Last Modified:	16 Aug 2024 03:06
URI:	http://repository.upi.edu/id/eprint/120267

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