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Pro-environmental values' and consumer behavior in base of the pyramid market: Ghana.
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- Author(s): Naatu, Felicia; Alon, Ilan; Amoako, George Kofi; Mornah, Dekuwmini
- Source:
Competitiveness Review; 2024, Vol. 34 Issue 4, p807-831, 25p- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: 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 consequences that affect their perceived ability to reduce threats to their environment and their willingness to engage in proenvironmental behavior. The study supports the argument that proenvironmental behavior is the result of complex decision-making that might be influenced by a country's economic situation, infrastructure, culture and institutions. Research limitations/implications: This study focuses on a single country in Africa. More studies are needed among other base of the pyramid countries, and in comparison to developed countries' consumers. Originality/value: The study adds to the limited knowledge regarding sustainable consumption in the neglected context of the bottom of the pyramid market. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Competitiveness Review is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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