Pro-environmental values’ and consumer behavior in base of the pyramid market: Ghana

Pro-environmental values’ and consumer behavior in base of the pyramid market_ Ghana.pdf

Dublin Core

Title

Pro-environmental values’ and consumer behavior in base of the pyramid market: Ghana

Creator

Felicia Naatu, Ilan Alon, George Kofi Amoako, Dekuwmini Mornah

Description

Purpose
This study aims to fill the gap on proenvironmental behavior studies among consumers in bottom of the pyramid (BOP) market by examining the relationship between values, beliefs and norms among Ghanaian consumers.
Design/methodology/approach
A sample of 324 Ghanaian consumers (responses rate of 64%) was used to estimate the model. The data was analyzed using maximum likelihood robust approach of Lavaan package for structural equation modeling in R.
Findings
The findings show that there is no significant relationship between values and the new ecological worldview, which also does not affect awareness of environmental consequences. However, awareness of consequences, likely based on personal experiences, significantly impacts perceived ability to reduce threats to the environment. Ghanaian consumers are mainly influenced by personal experiences with local environmental …

Publisher

Emerald Publishing Limited

Date

2024

Source

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&cstart=20&pagesize=80&citation_for_view=hXmr_bYAAAAJ:6Zm5LS9gQ5UC

Language

English