Green brand awareness and customer purchase intention

Green environmental issues have been of topical interest to both researchers and industrialists for some time now. Research on green brands is relatively limited, especially in developing countries, such as Ghana. This study is therefore designed to determine the relationship between customer awareness of green brand issues and their everyday purchase intentions. Using quantitative techniques, the study interviewed 316 people, conveniently selected from various shopping points in Accra. The study found that, the overwhelming majority of respondents though familiar with green issues did not concern themselves with green issues in their everyday purchase decisions. Again, majority of respondents (54%) familiar with environmental issues confirmed they would not switch from their preferred brands to less fancied brands even if the less fancied brands were more environmentally friendly. It was also confirmed in the study that price, brand name and convenience, performed better than customer concerns for green issues, in influencing respondents’ purchase decisions. It would therefore be strategically significance if advocates, policy makers and business leaders reduce the cost of green products to the final consumer, intensive public education campaigns, coupled with strategic brand building efforts to enhance the level of green brand consumption

Tourists satisfaction in destination selection determinants and revisit intentions; perspectives from Ghana

AbstractThis paper aimed to investigate destination selection determinants and revisit intentions of international leisure tourists to southern Ghana. It tested the direct paths between destination selection determinants and revisit intention, and investigated the moderating role of satisfaction in the link between the destination selection determinants and revisit intentions. The paper used a structured questionnaire to gather data from 284 respondents. Tourist sites were purposively selected for the survey to collect data from international leisure tourists. The study’s results revealed a significant and positive relationship between destination selection determinants and revisit intentions. However, the dissection of the destination selection determinants’ constructs into individual components revealed that education/learning and ego enhancement are significant predictors of tourist revisit intentions. Overall, the study contributes to the tourism literature by demonstrating how the destination selection determinants are strengthened by the moderating effect of satisfaction. The study’s implications are pertinent as it reinforces the importance of destination marketing and economic variables as determinants of destination choice. Theoretical contributions arise for scholars, and practical implications are presented for service providers and stakeholders within the tourism sector, particularly, those in southern Ghana