The effect of green branding on consumer purchasing behavior: A study of the Ghanaian cosmetic market
Date
2017-04
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Abstract
Presently, Africa is predicted to be the next big hub for innovation due to its
abundance of resources. Its biggest challenge however is preserving its resources while
enriching its culture through innovations that stay true to its values. The aftermath of
industrialisation in other parts of the world has seen the continent become a mass
consumer of cheap and unsafe products, especially with regards to cosmetics. This
happens in tandem with the continent being the major source of natural resources that are
fuelling the now growing green cosmetic industry.
Presently, there exists little literature on the effect of green branding of cosmetics
on consumer purchasing behaviour. Thus this study employed a mixed method approach
to determine what the current situation is in Ghana, considering all relevant industry
players: brand owners, their consumers, and potential consumers. A convenience
sampling of the residents in the Greater Accra Region resulted in a valid sample size of
117.
Findings revealed that even though there is a strong health and environmental
consciousness as well as a favourable attitude towards green cosmetics, the Ghanaian
market is yet to adopt to the modernisation and commercialisation of natural beauty
regimens that are native to their culture.
Recommendations include that green cosmetic brand owners employ engaging as
well as direct advertisement to allow them penetrate the Ghanaian market.
Description
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2017
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Keywords
green branding, cosmetics, Ghana, purchasing, consumer behaviour