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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
An Exploratory Study of the Impact of Green Brand Awareness on Consumer
Purchase Decisions in Ghana
Author(s): Mahama Braimah, Ernest Yaw Tweneboah-Koduah
Citation: Mahama Braimah, Ernest Yaw Tweneboah-Koduah, (2011) "An Exploratory Study of the Impact of Green Brand Awareness on Consumer
Purchase Decisions in Ghana" Vol. 5, Iss. 7, pp. 11 - 18
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The study determines Ghanaian consumers’ awareness of green marketing issues and whether it impacted
on their purchase decisions.200 respondents were interviewed from 4 satellite markets within Accra. The
findings indicate that Ghanaian consumers have a low level (15.5%) of awareness of green marketing
issues and it affected the purchase decision of only 7%. Price was ranked ahead of green concerns as
influencing purchase decisions. It was established that younger consumers are more likely to be
influenced by green issues. Ghanaian consumers’ awareness of green issues can be enhanced if green
brands producers and campaigners develop strategic promotional activities.
