By relying on the Theory of Planned Behavior, this paper aims to understand the relative importance of attitude, subjective norm (SN), behavioral control, self-identity (SI) and past behavior in the prediction of green purchase behavior among Ghanaian consumers.
In total, 306 graduate students were surveyed on the environmental considerations in their purchase behavior using hierarchical multiple regression analysis.
The results of the study indicate that, in general, attitude and SI are more important than SN in influencing green purchase intention in a collectivistic country, such as Ghana. Yet, most respondents were neutral in their responses to questions as to whether they are green consumers and/or if they consider themselves to be concerned about environmental issues.
This is the first attempt to study environmental consideration in purchase decisions in Ghana, a resource-rich, emerging and one of the strongest economies in sub-Saharan Africa.
