Proceedings of The 8th International Conference on Social Sciences Humanities and Education
Year: 2023
DOI:
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Pro-environmental Behavior in the Bottom of the Pyramid Market: A Case of Ghana
Felicia Naatu, Ilan Alon, George Kofi Amoako, Dekuwmini Mornah
ABSTRACT:
This study examines the relationship between values, beliefs, norms, and Ghanaian consumers pro-environmental behavior towards firms using 500 consumers with a responses rate of 64%. The study found no significant relationship between values and the new ecological world view, which also does not affect awareness of environmental consequences. However, awareness of consequences, likely based on personal experiences, significantly impacts people’s perceived ability to reduce threats to the environment. This indicates that most Ghanaians are yet to fully connect with global sustainability issues. The people 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 pro-environmental behavior. The results underscore the possibility of factors such as price concerns as factors that influence proenvironmental behavior since consumers are more likely to engage in environmental activism rather than changes in their purchasing behavior. The study adds to the limited research on sustainable consumption in the bottom of the pyramid market.
keywords: CSR, Sustainable consumption, pro-environmental behavior, bottom of the pyramid market