Factors Influencing Green Purchasing Behaviors: Some Insights from Tamale, Ghana
Joseph Agebase Awuni *
School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, Jiangsu, 212013, P.R. China and Faculty of Agribusiness and Communication Sciences, University for Development Studies, P.O.Box TL 1882, Tamale, Ghana
Jianguo Du
School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, Jiangsu, 212013, P.R. China
Ethel Yiranbon
School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, Jiangsu, 212013, P.R. China and School of Graduate studies, Ghana Technology University College, PMB.100 Accra North, Ghana
*Author to whom correspondence should be addressed.
Abstract
Green purchasing can reduce negative environmental impacts as well as promote sustainable development. As related literature from the African context is limited, this paper tries to bridge the gap by investigating the green purchasing behaviors of residents in the Tamale Metropolitan area of Ghana. The theory of planned behavior (TPB) served as a theoretical framework for identifying the main antecedents of green purchasing behavior. Standard and hierarchical regression techniques are used to analyze data gathered from 325 residents of the city. The results indicates that the TPB variables explained 44.4% of the variance in green purchasing intentions, but only 13.2% of the intentions are translated into actual behavior. Academically, this study has provided further evidence for the application of the theory of planned behavior in explaining environmentally responsible purchasing behaviors. Practically, this study has enhanced understanding of the antecedents of green purchasing behaviors among the urban residents and has also provided useful information which could aid in crafting suitable policies for a transition towards more sustainable consumption patterns in a developing country.
Keywords: Green purchasing, urban residents, Tamale, Ghana