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

2016; SAGE Publishing; Volume: 5; Issue: 1 Linguagem: Inglês

10.1177/2278533716671631

2394-9937

Alexander Preko,

Consumer Behavior in Brand Consumption and Identification

Environmental degradation is the concern of governments, organizations, and consumers all over the world as each party has a role to play. The aim of this article was to test and explain the triadic interactions of the consumer behavior, personal factor, and environmental factors which constitute the Social Cognitive Theory (SCT) model. The study also identified the variables that mostly influence green behavior of consumers of sachet drinking water. In total, a quantitative approach and multistage research designs were utilized to gather 1,589 valid questionnaires from consumers at Labadi Pleasure Beach, Ghana. Findings revealed that personal factors positively relate to green behavior that influences environmental degradation conforming to the SCT model. The study recommended the provision of litterbins, enactment of beach sanitation rules and regulations, introduction of sanitation beach guards and collaboration of the beach authourities, producers of sachet water, and regulating bodies in carrying out regular sanitation exercises.