Environmental Concerns, Green Consumption Value and Green Buying Intentions

Abstract

The research developed a framework to investigate the influence of green consumption value and green buying intentions using the behavioral reasoning theory to look at the gap between attitudes and intentions. A cross-sectional research design was used to collect data from 698 respondents in Ghana. The result shows a positive and significant association between buying green foods and attitudes toward green foods, and motive against buying green foods have a non-significant relationship with attitudes to green foods; there is a positive significant association between green consumption value and attitudes toward green foods, motives for buying green foods, and motives against buying green foods. The mediation of motives for buying green foods on green consumption value and attitudes to green foods is positive. Motives for buying green foods influence green buying intentions through attitudes toward green products. And mediation of motives against buying green foods on green consumption value and attitudes to green foods is negative and does not harm green buying intentions using attitudes to green foods. Governments must reward individuals or groups that protect the environment and also put together educated programs that spell out the consequences of a degraded environment to the nation.