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dc.contributor.authorNaatu, Felicia
dc.contributor.authorAlon, Ilan
dc.contributor.authorAmoako, George Kofi
dc.contributor.authorMornah, Dekuwmini
dc.date.accessioned2024-09-30T08:50:10Z
dc.date.available2024-09-30T08:50:10Z
dc.date.created2023-10-10T10:18:15Z
dc.date.issued2024
dc.identifier.citationNaatu, F., Alon, I., Amoako, G. K., & Mornah, D. (2024). Pro-environmental values and consumer behavior in base of the pyramid market: Ghana. Competitiveness Review: An International Business Journal, 34(4), 807-831.en_US
dc.identifier.issn2051-3143
dc.identifier.urihttps://hdl.handle.net/11250/3155067
dc.descriptionAuthor's accepted manuscripten_US
dc.description.abstractThis 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. 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. 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. 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. The study adds to the limited knowledge regarding sustainable consumption in the neglected context of the bottom of the pyramid market.en_US
dc.language.isoengen_US
dc.publisherEmerald Publishing Limiteden_US
dc.rightsNavngivelse-Ikkekommersiell 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/deed.no*
dc.titlePro-environmental values’ and consumer behavior in base of the pyramid market: Ghanaen_US
dc.typeJournal articleen_US
dc.typePeer revieweden_US
dc.description.versionacceptedVersionen_US
dc.rights.holder© 2024 Emerald Publishingen_US
dc.subject.nsiVDP::Samfunnsvitenskap: 200::Økonomi: 210en_US
dc.subject.nsiVDP::Social science: 200::Economics: 210
dc.source.pagenumber807-831en_US
dc.source.volume34en_US
dc.source.journalCompetitiveness Review: An International Business Journalen_US
dc.source.issue4en_US
dc.identifier.doihttps://doi.org/10.1108/CR-02-2023-0026
dc.identifier.cristin2183210
cristin.qualitycode1


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