Noamesi Adinyra; Elliot Gligui , pp. 65. MAM/Sektionen för Management, 2011.
Green Marketing has become an important strategy in businesses since the international rise of environmental awareness among countries. With greater awareness rising among the public, especially with reference to the global warming and climate change phenomenon, people have become cautious with regards to their purchases, specifically towards the nature of purchased products. As green marketing continues therefore to evolve not only into a strategy but into a platform across the world, Ghana is still at the onset of a green marketing phenomenon. To therefore assess the direction of this phenomenon, the study is aimed at determining the green marketing potential in Ghana as assessed through the perspective of consumers. Environmental Awareness and Consumer Behavior was used in order to assess the presence of a green potential in Ghana. As environmental awareness is able to serve a clear purpose for green consumerism, consumer behavior is able to show the applicative potential of green consumerism. Through online surveys and questionnaires, results of the study were able to reveal a strong green potential existing in Ghana, both with positive indicators within environmental awareness and consumer behavior. Further, results have also noted specific products that have the greatest potential within Ghana‘s green market; green food and body care products showed the highest potential for a prospective green business as reflected in bivariate fit analysis.
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