Green marketing mix and repurchase intention: the role of green knowledge

IF 1.4 Q3 ECONOMICS

African Journal of Economic and Management Studies Pub Date : 2024-02-05 DOI:10.1108/ajems-04-2023-0137

Mahmoud Abdulai Mahmoud, Alimatu Sadia Seidu, Ernest Yaw Tweneboah-Koduah, Abdul Salam Ahmed

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引用次数: 0

Abstract

Purpose

This study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green marketing mix and consumer repurchase in Ghana.

Design/methodology/approach

A quantitative approach to research was employed. In all, 371 participants were chosen using the purposive sampling technique. Data analysis was conducted using the SPSS software.

Findings

The findings showed that green price, green place and green promotion had a positive significant effect on repurchase intention. However, green product insignificantly influenced repurchase intention. The findings further showed that green knowledge moderated the relationship between green price and green place, on repurchase intention. Green knowledge was not found to moderate the relationship between green product, green promotion and repurchase intention.

Originality/value

The study advances our knowledge on green marketing mix, green knowledge and repurchase intention within the beverage sector. It reveals the positive implication of green marketing mix on a firm’s customers using the marketing mix theory.

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绿色营销组合与再购买意向：绿色知识的作用

目的本研究调查了加纳绿色营销组合对消费者回购意向的影响。研究重点是绿色知识对加纳绿色营销组合和消费者再购买意愿的交互影响。采用目的性抽样技术共选取了 371 名参与者。研究结果研究结果表明，绿色价格、绿色场所和绿色促销对回购意向有积极的显著影响。然而，绿色产品对再购买意愿的影响并不明显。研究结果进一步表明，绿色知识调节了绿色价格和绿色场所对再购买意愿的影响。原创性/价值这项研究增进了我们对饮料行业绿色营销组合、绿色知识和再购意向的了解。它利用营销组合理论揭示了绿色营销组合对企业客户的积极影响。

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来源期刊

African Journal of Economic and Management Studies ECONOMICS-

CiteScore

3.20

自引率

7.70%

发文量

期刊介绍： African Journal of Economic and Management Studies (AJEMS) advances both theoretical and empirical research, informs policies and practices, and improves understanding of how economic and business decisions shape the lives of Africans. AJEMS is a multidisciplinary journal and welcomes papers from all the major disciplines in economics, business and management studies.