Green Marketing: Role of Psychographic Variables on Awareness and Purchase of FRP Products

Abstract

-The present exploratory and empirical research paper is based on the growth of interest on "GreenMarketing" particularly " Green buildings" and consequently

Analysis of Social Cognitive Model in the Context of Green Marketing: A Study of the Ghanaian Environment

“…The findings showed the compatibility of positive interrelationships of personal factors–behavior–environment of SCT (Bandura, 1986). Again, the findings of this study in a developing country, Ghana, are consistent with previous works (Anjankar, 2012; Bagheri, 2014; Chopra & Marriya, 2012; Diamantopoulos et al, 2003; Gill et al, 1987; Hatala & Case, 2000; Kuthiala, 2012; Lizarraga et al, 2007; Venkatesh, Morris, & Ackerman, 2000; Wood, 1990), which suggested that personal factors provide accurate explanation of consumers’ green behavior. Practically, it is possible to assume that environmental degradation caused by consumers’ green purchasing behavior is present in developing as the findings revealed.…”

“…The rational for adopting this theory is to identify how consumers’ personal factors (age, gender, education, and income), environment, and green behavior interact. Previous studies (Anjankar, 2012; Bagheri, 2014; Chopra & Marriya, 2012; Kuthiala, 2012; Lizarraga, Baquedano, & Cardelle-Elawar, 2007) found that personal factors influence behavior formation. However, the SCT has been widely tested in multiple fields—in medicine (Ayatollahi, Behdad, Moshtaghiun, & Behnam, 2011), in psychology (Bandura, 2012; Bandura & Locke, 2003; Lent, Lopez, Bieschke, 1993; Meyerowitz & Chaiken, 1987), in entrepreneurship (Bayron, 2013), in mass communication (Bandura, 2001; Bandura & Locke, 2003), and in human resource management (Cury et al, 2006; Dweck & Leggett, 1988; Sarrazin et al, 1996).…”

“…Previous studies (Lizarraga et al, 2007) argued that age and gender influence one’s decision to act. Consumer product needs often vary based on age, gender, education, and profession (Kuthiala, 2012). Chopra and Marriya (2012) in their research confirmed that gender is significant to green purchasing.…”