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

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’ awarenes...

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Autor principal:	Peter Ansu-Mensah
Formato:	article
Lenguaje:	EN
Publicado:	SpringerOpen 2021
Materias:	Green products awareness Green marketing Green purchase intentions Emerging market Ghana Business HF5001-6182 Finance HG1-9999
Acceso en línea:	https://doaj.org/article/e712796fd9a4414ea0bd370d7a8cfc6b
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spelling	oai:doaj.org-article:e712796fd9a4414ea0bd370d7a8cfc6b2021-11-28T12:08:49ZGreen product awareness effect on green purchase intentions of university students’: an emerging market’s perspective10.1186/s43093-021-00094-52314-7210https://doaj.org/article/e712796fd9a4414ea0bd370d7a8cfc6b2021-11-01T00:00:00Zhttps://doi.org/10.1186/s43093-021-00094-5https://doaj.org/toc/2314-7210Abstract 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.Peter Ansu-MensahSpringerOpenarticleGreen products awarenessGreen marketingGreen purchase intentionsEmerging marketGhanaBusinessHF5001-6182FinanceHG1-9999ENFuture Business Journal, Vol 7, Iss 1, Pp 1-13 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Green products awareness Green marketing Green purchase intentions Emerging market Ghana Business HF5001-6182 Finance HG1-9999
spellingShingle	Green products awareness Green marketing Green purchase intentions Emerging market Ghana Business HF5001-6182 Finance HG1-9999 Peter Ansu-Mensah Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective
description	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.
format	article
author	Peter Ansu-Mensah
author_facet	Peter Ansu-Mensah
author_sort	Peter Ansu-Mensah
title	Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective
title_short	Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective
title_full	Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective
title_fullStr	Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective
title_full_unstemmed	Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective
title_sort	green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective
publisher	SpringerOpen
publishDate	2021
url	https://doaj.org/article/e712796fd9a4414ea0bd370d7a8cfc6b
work_keys_str_mv	AT peteransumensah greenproductawarenesseffectongreenpurchaseintentionsofuniversitystudentsanemergingmarketsperspective
_version_	1718408231484653568

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

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