Consumer Green Behavior and Coca-Cola Purchases in Ghana

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CONSUMER GREEN BEHAVIOUR IN GHANAIAN SOFT DRINK INDUSTRY: A
STUDY AMONG COCA-COLA CONSUMERS
BY
SEFEWU EMMANUEL SELORM
(4131330021)
A PROJECT REPORT PRESENTED TO THE DEPARTMENT OF MANAGEMENT
STUDIES EDUCATION, OF THE UNIVERSITY OF EDUCATION WINNEBA IN
PARTIAL FULFILMENT OF THE REQUIREMENTS FOR BACHELOR OF
SCIENCE DEGREE IN MARKETING STUDIES
MAY 2016

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ABSTRACT
The purpose of this study is to examine the impact of consumer green behaviour on
purchasing Coca Cola products in Ghana. The study was guided by two objectives; to find
out the factors that will contribute to consumer green behaviour and to identify demographic
profile of Coca Cola consumers. A qualitative method and online question delivery system
was adopted. This research however, focused on all undergraduate students of University of
Winneba, Kumasi-Campus. Due to problems posed by online questionnaires such as
cooperation problems and incomplete filling of questionnaires only 90 valid questionnaires
forms the basis of this research. The research revealed that the key factors that are likely to
influence consumer’s green behaviour are pro-environmental behaviour, environmental
knowledge, environmental attitude, and their purchasing power. The findings also revealed
that Coca-Cola consumers are youth with females dominating its consumption. These are
individuals who have positive association with the brand and have consumed Coca-Cola for
more than ten years. The research concluded that respondents are willing to pay more in
buying green products that promotes good health, environmentally friendly and promotes
organizational ethical behaviour. When people become more environment friendly and more
conscious about what they consume and how they live to protect the environment or at least
to damage it less, going green and adopting green marketing strategies are more important for
companies to get competitive advantage and to meet these new demands of consumers. In
order to apply green marketing strategies correctly in the organization, firms need to
understand people’s green purchasing behaviours and reasons behind them.

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TABLE OF CONTENTS
CONTENT PAGE
Table of Contents vii
List of Tables x
List of Figures xi
List of Abbreviations xii
CHAPTER ONE
INTRODUCTION OF THE STUDY
1.0 Introduction 1
1.1 Background 1
1.2 Statement of the Problem 3
1.3 Objectives of the Study 4
1.4 Research Questions 4
1.5 Significance of the Study 4
1.6 Delimitation of the Research 5
1.7 Limitations of Study 5
1.8 Organization of the Study 6

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CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction 7
2.1 Theoretical Review 7
2.1.1 Definition and Concepts of Green Marketing 7
2.1.2 Definition of Green Consumer Behavior 8
2.1.3 Strategy for Green Marketing 9
2.2 Factors Influencing Green Marketing 9
2.2.1 Pro-Environmental behaviour 9
2.2.2 Environmental Knowledge 10
2.2.3 Environmental Attitude 11
2.2.4 Social Influence 11
2.2.5 Eco-labels 12
2.2.6 Purchasing Power and Income 12
2.3 Empirical Review 13
2.4 Theory of Planned Behaviour (Ajzen, 1991) 14

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CHAPTER THREE
METHODOLOGY OF THE STUDY
3.0 Introduction 17
3.1 Research Design 17
3.2 Population 18
3.3 Sample and Sampling Technique 18
3.4 Data Collection 18
3.5 Data Gathering Instruments 19
3.6 The Questionnaire 19
3.7 Data Collection Procedure 20
CHAPTER FOUR
PRESENTATION OF DATA AND ANALYSIS
4.0 Introduction 22
4.1 Demographic Profile of Coca-Cola Consumers 22
4.2 Key Factors Influencing Green Purchase Behaviour 24

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CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Findings 28
5.2 Conclusion 29
5.3 Recommendations 30
REFERENCES 31
APPENDIX 37
LIST OF TABLES
TABLE PAGE
Table 1: Demographic Characteristics of Coca-Cola Consumers 23
Table 2: Key Factors Influencing Green Purchase Behaviour 25
LIST OF FIGURES
FIGURE PAGE
Figure 1: Theory of Planned Behaviour (Ajzen, 1991) 15

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LIST OF ABBREVIATIONS
AMA American Marketing Association
TPB Theory of Planned Behaviour
PBC Perceived Behavioural Control

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CHAPTER ONE
INTRODUCTION OF THE STUDY
1.0 Introduction
This chapter seeks to provide a general view of the research and it’s important by introducing
the background of the study, statement of the problem, research question and objective of the
study, significance of the study, limitation of the study and the organization of the study.
1.1Background
The hypothetical nature of the marketing environment has given rise to companies finding
and developing more competitive ways of providing superior services to their clientele. Over
the years, marketing practitioners and research has transcended from production concepts into
products, selling concepts, marketing concepts into societal marketing. In today’s business,
companies are becoming more and more committed to environmental issues due to tougher
environmental legislation, economic and other influences as well as an increasing concern
about the environment among the general public (Ina Landua, 2008).As society becomes
more concerned with the natural environment, business has begun to modify their behavior in
attempt to address society concerns. Some businesses have been quick to accept concepts like
environmental management system and waste minimization, and have integrated issues into
all organizational activities. Green marketing, in general, is the promotion of different types
of goods and services that are considered to be environmentally harmless and promotes good
health. These products, are generally designed using natural or recycled resources, and are
said to have little to zero negative effect on the ecosystem of the planet. Goods that meet
these criteria are often referred to as biodegradable. In addition, eco-brands, eco-labels, and
environmental advertisements are added green marketing gears that will allow the easier

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perception and awareness of green products features and attributes that will consequently
guide buyers to products that are environmentally friendly. Innumerable businesses that
promotes their products as green has continually grew (Mansvelt, 2011).
Unfortunately, majority of people believe that green marketing refers solely to the promotion
or advertising of product with environmental characteristics, terms like phosphate free,
recyclable, refillable, ozone friendly, and environmental friendly are sum of the things
consumers most often associate with green marketing. It is evident from extant literature that
eco-friendly category of consumers is a segment which is evolving at a good pace but one
remarkable point emphasizing the behaviour of such class of consumers is that they also vary
significantly in terms of their acceptance of environmentally sustainable products (Datta,
2011). Thus green marketing incorporates abroad rate of activities including product
modification, changes to the production process, packaging changes as well as modifying
advertising.
Ghana has however seen few emerging companies managing their product and operations to
protect the environment from proliferation such as, ‘pure-water’ sachets, rubber bags, bottles
and canned containers. Albeit, government interventions and continuous effort to provide a
safe environment to its citizens the amount of environmental pollution is at increasing rate.
This document however seeks to explore relevant determinants of green products and
consumers purchasing intentions.

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1.2 Statement of the Problem
Over the past few years, the demand for green products has been growing significantly due to
the increased interest in the environment. Consumers today are increasingly “thinking green”
and are willing to pay more for environmentally friendly products. The increasing numbers of
consumers who prefer and are willing to buy these products are subjected to the buying
process. Consumers have different buying behaviors and these behaviors are constantly
changing as a result of the availability of best alternatives to choose from. An emerging trend
in the soft drink industry and its implications on health is redefining consumer taste and
preferences (Puravankara 2007). Though many organizations have focused attention in
tailoring their resources to design innovative products, the demand for environmentally
sustained products is at increasing rate (Ottman, 2007). Focusing on these needs requires both
organizations’ internal and external resources (Teeceet al, 1997; Gregory Ludwig and Jon
Pemberton, 2011). Consumers today are increasingly becoming health concern due to the
danger posed by carbonates and juice (Euromonitor, 2014). Sports and energy drinks are
increasing in volume and value growth due to increasing health awareness going to the gym
and jogging trend (ibid).
Many researchers have contributed to understand key factors that contributes to consumer
green behavior such as Sarumathi 2014; Uchema and Ndubisi, 2013, Mei, Ling and Piew,
2012; Tobler 2011) whilst a number of Researchers have also identified factors as influencing
this process such as; environmental knowledge, perceived product price and quality,
company’s environmental reputation, environmental concerns and credibility of
environmental advertising (Mostafa, 2006; D’Souza et al., 2007; Schwepker and Cornwell,
1991; Phau and Ong, 2007; and Thøgersen J, 2000). Green marketing however, when done
truthfully, can give a company a significant competitive edge (Schubert, 2008). It has become

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prevalent to know the factors that create customers desire to purchase a product. However,
this research seeks to contribute knowledge on existing literature to explore the extent of
consumer green behavior towards the purchase of Coca Cola drinks.
1.3 Objectives of the Study
The general objective of the study is to examine the impact of consumer green behavior on
purchasing Coca Cola products in Ghana.
The specific objectives of the study are;
1. To find out the factors that will contribute to consumer green behavior
2. To find out demographic characteristics of Coca-Cola consumers
1.4 ResearchQuestions:
1. What factors will affect consumers’ buying behavior for green product?
2. How will demographic profile of Coca Cola consumers be described?
1.5 Significance of the Study
The study is immensely significant in diverse ways to business/marketing practitioners,
policy makers and stakeholders. To the management of Coca Cola Ghana, the findings and
results will provide a more reliable scientific measure and perspective for describing and
evaluating the overall future changes in consumer taste and preference towards Cola Product.
To policy makers like government agencies such as the Ministry of local government and
rural development, the finding and results of this study will provide invaluable insights and a
more reliable guide to monitoring the intentions of consumer greener’s towards purchasing
environmentally friendly products.

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To stakeholders like investors, shareholders, employees, pressure groups, consumer
associations, among others, the study will provide invaluable information that will allow
them to provide useful suggestions to the improvement and manufacturing of
environmentally friendly products. The study will also provide an empirical data for future
researchers and students working on similar case.
1.6 Delimitation of the Research
This research concentrated on the consumer point of view only as it is often the case in
previous studies about green attitudes and purchase behaviors. This report will not focus on
durable goods because the decision making process is more complex and the purchase is not
so frequent. It however concentrated on consumable goods as it is mostly the major cause of
Ghanaian environmental pollutions. Concerning the data collection, the research approach
focused on online questionnaire delivered to respondents in the University of Education
Winneba, Kumasi campus comprising degree students only.
1.7 Limitations of Study
The sample adopted for the study was convenience and unscientific. This was due to
challenges posed by online questionnaire method adopted for this survey which include
incompletion of questionnaire and cooperation problem. This however affected the sample
used for this research out of estimated sample of 250 respondents only. This study is not
limited to any specific industry. It considers green marketing as a global phenomenon. It does
not examine or question actions done behind marketing. Purpose of this variation is to bring
as diverse perspective of green marketing as possible. The study was expected to have high
cost implication. This cost went into transportation to and from research site, cost of material
such as electronic data among others. All these were expected to affect the study in one way

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or the other.However, this did not affect the study much as raw data collected will be used
most. The time available to do the research was limited; hence this in a way has negative
impact on the research.
1.8: Organization of the Study
The study is in five chapters. Chapter 1 discusses the background of the study, statement of
the problem, research question and objective of the study, significance of the study,
delimitations and limitations and the organization of the study. Chapter 2, presents a
summary of the existing theoretical and empirical literature. Chapter 3 deliberates on the
methodology used for the study. Chapter 4 presents the empirical results obtained during the
study and lastly, chapter 5 is devoted to the summary of the various findings of the study and
their implications. It also highlights the limitations of the study and makes recommendations
for future research.

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CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction
This chapter seeks to explore relevant literatures in understanding consumer green behavior
with their purchasing intentions considering both theoretical and empirical view of the topic.
It however considers articles and journals written on green marketing in understanding the
concept.
2.1: Theoretical Review
2.1.1Definition and Concepts of Green Marketing
Sarumathi (2014) states that the term green marketing started to be considerable topic in the
early 1990s and in the Europe some products were defined as environmentally hazardous and
thus, new products which are harming the environment less had gained a seat as ‘green’ in
the business world.Polonsky (1994) also stated that societieshavestarted to become more
aware of importance of protecting the natural environment and now companies are looking
for a way to comply with these new concerns of societies. Mohajan (2012) argues that
increasing the awareness in the global climate changes possess a pressure to behave green
and thus, companies need to have green marketing programs in order to give response to this
demand. AMA (2009); defines green marketing as “the marketing of products that are
presumed to be environmentally safe and the efforts by organizations to produce, promote,
package, and reclaim products in a manner that is sensitive or responsive to ecological
concerns.”

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Although green marketing is getting so important to companies and new area that they need
to work on it, it can also be seen that green marketing has faced few problems. One of these
problems is that the rate of true green campaigns is only five per cent. This is because of the
fact that the essential control system and standardization cannot be provided
yet,accordingtoMohanasundaram (2012); “the firms using green marketing must ensure that
their activities are not misleading to consumers or industry, and do not breach any of the
regulations or laws dealing with environmental marketing. Also it is seen as a problem by
Shukla and Gupta (2012) that although consumers know the importance of green products
and want to associate with them, it is known that there are many people who have confusion
about those products and distrust regarding credibility of green products.
2.1.2Definition of Green Consumer Behavior
Lao (2014) defined green consumer as “consumers’ endeavor to protect eco environment
during purchase, use and disposal and minimize the negative effects exerted on the
environment.” This concept also can be defined as “to be one who avoids any product which
may cause damage to any living organism, cause deterioration of the environment during
process of manufacturing or during process of usage, consume a large amount of
nonrenewable energy, involves unethical testing on animals or human subjects.”(Elkington,
1994).Meanwhile, according to Vazifehdoustaet al (2013) green purchasing refers to
“theaffirmative selection and acquisition of products and services that most effectively
minimize negative environmental impacts over their life cycle of manufacturing,
transportation,use and recycling ordisposal.” They also reported in their article that green
purchasing is to considerenvironmental issues and take care of it when deciding buying a
product. Thus, green purchasing behavior is “the act of consuming products that are

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conservable, beneficial for the environment, and responding to environmental concern (Lee
2009; Sarumathi 2014).
2.1.3 Strategy for Green Marketing
While societies are becoming more conscious towards green purchasing, building green
marketing strategies are more significant for the companies. According to Ottman (2011),
firms need to go green because of the fact that increasing consumer demand for greenness
possesses opportunities. She reported (2011) that these opportunities are higher profit, new
sources for innovation, enhancing brand image and supporting the morale of
employees.Meanwhile, “in developed countries, being‐green is a strategy for organization to
be successful in gaining market share, expanding market size and extending to international
green marketing (Bing et al, 2011). Mohanasundaram (2012) indicated that to build green
marketing strategies, firms firstly need to have information about its customer and make sure
that if their customers do not have enough knowledge about the issues their product attempts
to address, secondly companies need to educate about what they do to damage less the
environment and why it matters. And then, firms’ activities need to be consistent. If they’re
acting environmentally friendly, this needs to be applied to whole organization and to be
totally transparent.
2.2 Factors Influencing Green Marketing
2.2.1 Pro-Environmental behaviour
According to Sivek& Hungerford (1989), “pro-environmental behavior is the action of an
individual or group that advocates the sustainable or diminished use of natural resources”.
Even though, many theorists have admitted that it is very difficult to measure the actual
behavior of an individual, (Fishbein&Ajzen, 1975) theory of reason action argued that the

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best predictor of behavior is the intention to perform the behavior. According to them, apart
from the individual’s subjective norms and beliefs which are likely to influence their pro-
environmental behavior other external factors play a vital role which include: attitude of the
individual towards the environment in general, his previous experience with the place and the
attachment that is developed from these experiences and the satisfaction with the
environmental quality of a particular place. This implies that individuals who behave pro-
environmentally or have the intention to do so one way or the other are likely to exhibits pro-
environmental actions.
2.2.2 Environmental Knowledge
The term ecological literacy suggests knowledge about the general environment. That is,
environmental knowledge is defined as the state of an individual’s knowledge about an issue
impacts significantly upon his or her decision making process (Nik Abdul Rashid, 2009).
According to Cheah and Phau (2011), environmental knowledge evolves in two forms: one is
that consumers have to be educated to understand the general impact of product on the
environment and other is consumer knowledge of the product itself being produced in an eco-
friendly way (D’Souza et al., 2006). Even though an individual has increased the level of
literacy on environmentally products does not automatically result in purchasing of green
products but where consumer have a favourable or fair knowledge about the environmental
product they are more likely to adopt green products.
2.2.3 Environmental Attitude
Nik Abdul Rashid (2009) defined environmental attitude as “a learned predisposition to
respond consistently favorable or unfavorable manner with respect to the environment”.
According to Lee, 2008, environmental attitude is as the individuals’ value judgment of

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environmental protection which taps on the individuals’ cognitive assessment of the value of
the environmental protection. Attitude, as opposed to knowledge and behavior, is the most
significant predictor of consumers’ willingness to pay more for ecologically favorable
products (Laroche et. al., 2001). A study from Mostafa (2007) tested the issue of green
purchase intention among Egyptian consumers and the result shows that consumers’ attitude
towards green purchase can influence their green purchase intention and directly affects their
actual green purchase behavior. Moreover, the survey conducted by Laroche, Bergeron and
Barbaro-Forleo (2001) strongly showed that pro-environmental attitude is positively related
to consumer willingness to buy for a product that guarantees environmental and health safety.
2.2.4 Social Influence
The behavior of consumers is highly influenced by social factors, such as the consumer’s
small groups, groups, family and social roles and status (Kotler& Armstrong (2006, p13).
Deutsch and Gerard (1955) assert that social influence is a state where someone adapts to the
expectations of another and/or accept information obtained from another as evidence about
realism. Lee (2008) discovered that social influence was the top indicator for Hong Kong’s
young consumers purchasing behavior. In addition, Kalafatis, et al. (1999) also argued that
social influence was most influential force underpinning the UK respondent’s purchasing
intention towards green products. This assertion was further expounded that Beardern et al.,
(1989) cited byCheah and Phau, (2011), that individual’s behavior is a critical determinant of
influencing others behavior. Social or personal influence avails its self in the form of word of
mouth, modeling, advising, social persuasion, family groups, environmental communities,
powerful bodies in the society and so on, through these individuals either a positive or
negative impression can be generated therefore it is important to green manufactures and

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organizations and powerful roles in the society to understand and share the effect/benefits of
using green products.
2.2.5 Eco-labels
Rotherham (1999) defined eco-label as synonymous descriptors that refer to information on a
product that provide about the environmental impacts associated with the production or use
of the product. The environmental labels are progressively being used by marketers to
promote the identity of green products (D’Souza et. al., 2006). Nik Abdul Rashid’s (2009)
study showed that awareness of eco-label has a positive effect between knowledge of green
product and consumer’s intention to purchase. Adding that eco-labels were attractive
instruments informing consumers about the environmental impact of their purchasing
decisions. However, studies conducted by (Leire&Thidell, 2005) indicate that although the
functions of labels were recognized by some consumers but this does not automatically cause
them to green purchasing decisions.
2.2.6 Purchasing Power and Income
According to Kotler and Armstrong (1993,p5.) people have almost unlimited want but limited
resource. Thus, when these wants are backed by buying power, then want become demand. It
therefore suggests that the willingness of consumers to buy green product is tied to their
purchasing power and for that matter, their income level. Straughan and Roberts (1999),
Income is generally thought to be positively related to environmental sensitivity. Income is
one of the variables that have been evaluated in the past investigations. The most common
justification for this belief is that individuals can, at higher income levels, bear the marginal
increase in costs associated with supporting green causes and favoring green product
offerings.

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2.3: Empirical Review
Sarumathi (2014) indicated that consumers who feel man must live in balance with nature
choose products that create less pollution, make efforts to recycle, limit their use of products
made from scarce resources, and, in general, attempt to make ecologically correct decisions
about the products they buy. These behaviors do not suggest the consumer is not using a
product all together, but instead is choosing products and activities that will have less
impact on the environment. This is consistent with the desire to preserve the balance of nature
and fear for the results of not remaining in balance captured in the factor. The findings also
showed that marketers who want to sell products made (wholly or partially) from recycled
materials are advised to stress that, as responsible consumers or citizens. Approach in this
study said that it could also succeed fully implemented by selling products that can be refilled
reused, or require a returnable deposit for the container.
Findings in study of Eze and Ndubisi (2013) pointed out that green marketing would benefit
marketers as they provide some insights into the motives of green consumers, characteristics
of markets for green products, and current market trends for green products, and said that
marketers can perpetuate the importance of green behavior by conveying social norms and by
increasing the use of societal pressure to shape attitude and behavior towards green products
favorably.In their researches stated that understanding what will motivate consumers to
increase their involvement in pro-environmental decisions is important for marketers in
designing effective communication, whether it be through messages that draw on self-
interest, concern for others, or the intrinsic value for the environment; and whether those
messages are structured using rational cognitive arguments, emotional cues or a combination
of the two.

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According to Bing et al (2011), consumers’ concerns about food safety significantly
influence their attitude towards green labeled food and buying behaviors. Also, consumers’
concerns about food safety are positively associated with green label. Their study also
indicate that consumers will keep a vigilant eye on food safety issue resulted from a series of
food security crisis, they tend to purchase food products with green label in order to reduce
health risks and environment deterioration. Their finds showed that price and quality
positively affect consumers’ attitude towards green-labeled food in terms of taste, nutrition
level, and reduction of health risk, which obviously indicated that quality becomes a main
concern of consumers.
2.4: Theory of Planned Behaviour (Ajzen, 1991)
The theory of reasoned action propounded by Ajzen and Fishbein (1975, 1980) paved the
path for the theory of planned behaviour by Ajzen (1991). The theory of Planned Behaviour
(TPB) has been used in this study for examining the purchasing behaviour towards
environmentally sustainable products. The theory of planned behaviour enables us with a
complete framework for exploring the factors which influence the decision to engage in
behaviour related to environmental issues such as recycling (Boldero, 1995; Chan, 1998) and
the same can be applied in systematically understanding different factors affecting the
purchase behaviour for environmentally sustainable products.TPB includes a third variable
known as Perceived Behavioural Control (PBC) which indicates the ability of a person to
undertake the behaviour under consideration under the assumption that individual behaves in
a rational manner considering the ramification of his or her actions (Ramayah, Lee & Lim,
2012).

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Figure 1: Theory of Planned Behaviour (Ajzen, 1991)
Considering the environmental behaviour of an individual, there are many contextual factors
which affect the motivation of the individuals to engage in such behaviour (Stern, 1999;
Thogersen, 2005). An individual aspiring to engage in recycling, for example, needs
availability of recycling facility and similarly an individual intending to reduce pollution due
to abundance of cars on road needs a good quality public transport as a replacement so that he
or she could adopt and display his or her behaviour in line with the awareness towards the
environment (Santos, 2008; Van Diepen&Voogd, 2001). The fact remains that the severity of
the constraints in many cases may outweigh the motivation to bring about environmental
changes (Corraliza&Berenguer, 2000). This highlights the importance of considering factors
related to perceived behavioral control such as control on availability and perceived
consumer effectiveness in addition to intra-personal variables such as attitude and subjective
norm (Steg&Vlek, 2009). There are many ways in which contextual factors may affect the
intention and behaviour. These may affect the behaviour directly apart from affecting it in
conjunction with attitude and subjective norm.

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CHAPTER THREE
METHODOLOGY OF THE STUDY
3.0 Introduction
This chapter treats the methodology that was adopted for the entire study. It consists of
research design, research population, sample and sampling techniques, data collection
instruments, administration of the instrument, validity and reliability of the research
instrument, method of data analysis and the problems that was encountered on the field in the
course of this study.
3.1 ResearchDesign
A research design is a framework for conducting marketing research (Malhotra, 1996). A
good research design will ensure that the information collected will be consistent with the
purpose of the study and that the procedures regarding data collection is accurate and
efficient (Kinnear & Taylor, 1996). A quantitative approach and survey was adopted for the
study. Data collection was conducted through a survey questionnaire comprising closed
ended questions. The questions were comprehensive and constructed or designed easily for
respondents to understand and respond. Quantitative method was chosen to make it easy for
conversion of information obtained into statistical models for general analyses to be made
and the research questions to be answered base on the statistical models. The use of online
questionnaire was adopted since the research is based on social issues and meeting
respondents face to face will be a problem. This was particularly chosen to make the data
collection streamlined as well as to reduce costs of printing and collection of data and makes
it more convenient for participants to take the survey online in their respectful homes.

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3.2 Population
The target population for the purpose of this study consisted of Coca Cola consumers in the
University of Education, Kumasi campus Ghana as they represent cross section of the
domestic users of Coca Cola drinks. With a current student population of about 3,512
representing Post-Graduate students, Bachelor’s Degrees, Sub-Degrees and Diploma
students. The research will be based only on Bachelor Degree students since they represent
the only population presents at the time the study conducted. However, this research
considers the target population because of their diverse ethnicity and regional background
which if very useful in this survey to determine their green marketing behavior.
3.3 Sample and Sampling Technique
A simple random sampling method was used. This was to ensure that every member of the
population had equal chance of being part of the sample, and also according to Zikmund
(2000) it is difficult to determine the size of the sample, and in order to make the right
decision different factors must be considered. The study however considered 100
undergraduate students as a sample for this study, due to cost difficulties in response to
questionnaires.
3.4 Data Collection
Data can be classified as either primary or secondary in nature. Secondary data essentially
includes information found within books, journal articles, websites and catalogues and which
provides information which may have been collected for other purposes (Ghauri&Grønhaug,
2005). Primary data on the other hand is gathered in the event that secondary data is not
available to answer a specific research problem the researcher seeks to solve.This form of
data can be gathered in numerous ways such as through observations, experiments, surveys,

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and interviews, depending on the research design/approach adopted for the study
(Ghauri&Grønhaug, 2005).
3.5 Data Gathering Instruments
A self-administered, structured questionnaire was developed. According to Kumekpor
(2002), self-administered questionnaire is less expensive than sending interviewers to the
field, especially when respondents are scattered over a wide area. Also, no interviewer
controls the sequence of questions. This allows respondents to skip some questions and come
back to them later. In addition, the respondent has ample time to reflect over questions before
filling in his/her answers. The advantages of self-administered questionnaire stated are the
reasons for the selection of the method for collection of the quantitative data.
3.6 The Questionnaire
A self-administered, structured questionnaire was developed, pre-tested to a sample of thirty
(25) respondents and after adjustments were made to get more effective instrument, it was
finally administered to the target population through personal contact by researchers for three
(3) days. Again, respondents were asked to indicate their agreement or disagreement to
statements about their purchase behaviour on green marketing. Their responses were based
on a likert-scale as adopted by previous research; Ooi Jen Mei1, KwekChoon Ling1 & Tan
Hoi Piew (2012); &Uchenna Cyril Eze and Nelson OlyNdubisi (2013). The researcher was
guided by the conceptual model in this report to design relevant questions in response to
stated indicators as factors influencing green behavior.
Each respondent was given a questionnaire consisting of a set of twenty-five (25) questions
that were useful to the researchers stated objectives. The first part of the questionnaire

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indicates three (4) questions on respondents’ profile, which was designed to collect
information regarding the respondents’ gender, age and years of Coca-Cola purchase. The
second part consist of 16 questions on various factors that are likely to influence green
behaviour; consumer green behavior, environmental knowledge, environmental attitude, peer
influence, pro-environmental behavior, eco-labels, intentions to purchase green
environmental friendly products and ability to pay more.
3.7 Data Collection Procedure
Sources of the data were both secondary and primary sources. The secondary source of the
data was literature from any credible source that was relevant to the study objectives. This
included published books, working papers, articles from journals and others. A self-
administered, structured questionnaire was used to collect data from respondents as
recommended for a large survey (Saunders et al 2000; Cooper & Schindler 2006; Malhotra&
Birks 2007). The questions sought respondents’ feelings about overall green purchasing
intentions.
The questionnaire was structured in such way to extract the desired data to be tested. The first
section of the questionnaire consisted of a total of three questions which mainly sought to
discover the respondents’ bio data or demographic profile. The second section also consisted
of a total of 16 questions aimed to test conceptual models in the literature review.The items
of the questionnaire in this study were adopted from different sources in existing literature. In
the questionnaire, respondents were asked to state the extent to which they agree or disagree
with questions pertaining to the following variables (1) consumer green behavior (2)
environmental knowledge (3) environmental attitude (4) social influence (5) pro-

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environmental behavior (6) eco-label (7) intention to purchase green products (8) purchasing
power. Their response agreement was scaled from (1) strongly disagree to (5) strongly agree.
The online responds were then screened and evaluated to check for mistakes such as
inconsistency, incompleteness, or missing data, which may have affected the analysis. Out of
the 100 responses received only 90 responses were useful and served as a sample for this
research.Also, the data were analyzed using Microsoft Excel and were subjected to some
analysis techniques such as descriptive statistics and frequencies.

29
CHAPTER FOUR
PRESENTATION OF DATA AND ANALYSIS
4.0 Introduction
The main purpose of this research is to explore consumer green behavior in the Ghanaian soft
drink industry with a study among Student’s in University of Education Winneba, Kumasi-
Campus. This chapter deals with empirical evidence from the stated questions raised from the
research questions comprising what factors will affect consumers’ buying behavior for green
product and how will demographic profile of Coca Cola consumers be described.
4.1 Demographic Profile of Coca-Cola Consumers
The survey seeks to identify demographic profile of Coca-Cola to determine their influence
on green products as depicted in table 1 below. The study revealed that respondents between
the age group of 46-55years and 56+years are less sensitive to Coca-Cola and more focus on
products that promotes good health and environmentally friendly. Whilst majority of Coca-
Cola consumers are females, Coca-Cola is enjoyed by individuals below 25years to 46-
45years.Out of a total of 100 samples considered only 90 questionnaires were valid indicating
43.3% males as against 56.7% females respectively. This was due to incomplete filling of
questionnaires.

30
Table 1 DemographicCharacteristics of Coca-Cola Consumers
Item Frequency Percentage (%)
Gender
Male 3943.3
Female 5156.7
Age distribution of respondents
Below 25years 6471.1
25-35years 22 24.1
36-45years 44.4
46-55years
56+.years
Years of Coca Cola purchase of respondents
Less than a year 1213.3
1-5years 55.6
5-10years 22 24.4
10years+ 5156.7
Source: Field Survey 2016
The table above demonstrates demographic profile of respondents indicating their gender, age
category and years of contact with Coca-Cola drinks. The table also shows that none of the
respondents falls in the age category of 46-55 and 56+. In terms of consumption of Coca Cola
products, most of the respondents are between 25-35years and below 25 years indicating
24.1% against 71.1% respectively. The results also indicate that consumers in the age
category of 46-55 & 56+ are more focused on their health and less sensitive to carbonated
drinks. However, 4.4% of respondents are one-time consumers and falls in age category of
36-45 years.
The research also sorts to determine customers’ relationship with Coca-Cola brand. Out of 90
valid responses 94.4% of the population represents loyal consumer of Coca Cola products.
Their purchasing behaviour on green products may be expressed in terms of innovation and

31
environmental greenness of the product. However, 5.6% of the population represents Coca-
Cola’s niche market or one time consumers.
4.2 Key Factors Influencing Green Purchase Behaviour.
This section seeks to test key factors that are likely to influence customers purchasing
behaviour for green product as indicated in the literature. This indicator however has been
grouped under construct with their respective frequency. Respondents however are to express
their views on a likert-scale from 1-5 to determine how they agree or disagrees with exposed
questions. Table 2 below is a summary of respondents’ assessment on pro-environmental
behaviour, environmental knowledge, environmental attitude, social influence, eco-label,
intention to purchase green products and their purchasing power. Three questions where
developed as C1depicts. The result indicates that 55% of the population have good attitude
towards buying soft drinks that are not harmful to the environment. Whilst 33.3% neither
agree nor disagrees, 55.2% agree they buy soft drinks whose package provides opportunity
for reuse. However 61.1% of the respondent will consider where a product will truly meet
their satisfaction as the soft drink promises. Meanwhile, 27.8% are unable to tell if they care
so much about satisfaction. Customers view on the environment from C2 indicates that 74.4
of the respondents strongly agreed protecting the environment it’s important for human life.
Meanwhile 24.4% of the respondents believe that most health problem is associated with
consumption of coca cola products. 30% of the respondents however agree consumption of
coca cola products causes environmental pollution. The results testify that few of the
respondents are aware of their action towards the environment representing 3.3% who
strongly agree protecting the environment is important for human life.

32
Table 2. Key Factors Influencing Green Purchase Behaviour
Construct Percentage
SD D N A SA Total
C1. Pro-environmental Green behavior
I prefer buying soft drinksthat are not harmful to
the environment
2.2 2.3 33.3 37.8 23.3 100
I usually buy soft drinks whose package provides
opportunity forreuse
3.3 5.6 38.9 30 22.2 100
When buying a product, I consider whetherthe
product will be able to truly meet my needs
according to what the soft drink promises
consumers
1.1 10 27.8 31.1 30 100
C2. Environment Knowledge
Protecting the environment is important for human
life
Most human health problemsare associated with
the consumption of Coca Cola drinks
Practically most of the pollution in the environment
is caused by production and consumption ofCoca
Cola
C3. Environmental attitude
I have negative attitude towardspurchasing soft
drinksthat pollutesand destroysthe environment
I considerit a wise decision to buy Coca-Cola
because they are environmentally friendly
I believe protecting the environment is a good
behaviour
C4. Social influence
In deciding about purchasing soft drinksthat are
environmental friendly, I usually ask friends view of
the product
My friends and love onesencouragesme to buy
Coca Cola because they are environmentally
friendly
C5. Eco-labels
When buying product,I look for product labels that
indicate that the product is certified as
environmentally friendly or good
For most soft drinks, I usually examine the labels
to find out whetherit is harmful to human life
C6. Intention to purchase green products
I will considerbuying soft drinksthat are less
polluting
Over the next few months, I will consider switching
to otherbrands because of environmental reasons
C7. Respondents Purchasing Power and Income
It is acceptable to pay 10% more of goods that are
produced,processed and packaged in an
environmentally friendly way
3.3
5.6
12.2
11.1
11.1
2.2
15.6
11.1
3.3
6.7
2.2
8.9
5.6
23.3
23.3
27.8
24.4
1.1
38.9
22.2
15.6
18.9
7.8
11.1
6.7
2.2
23.3
23.3
40
34.3
8.9
32.2
26.7
35.6
24.4
25.6
34.4
27.8
20
24.4
30
14.4
22.2
25.6
7.8
36.7
31.1
32.2
44.4
33.3
36.7
74.4
23.3
11.1
56
7.8
62.2
5.6
3.3
14.4
17.8
20
12.2
36.7
100
100
100
100
100
100
100
100
100
100
100
100
100
Key abbreviation and meaning:SA; Strongly Disagree, D; Disagree, N; Neutral, A; Agree and SA; Strongly
The result also indicates that 62.2% of respondents see it a good decision in protecting the
environment they live in. Albeit 40% have negative attitude towards purchasing soft drinks

33
that pollutes and destroys the environment, 34.3% either disagree or agree to buy Coca Cola
because they are environmentally friendly as against 22.2% who responded positively.
Hence we can testify to the hypothesis that, consumers are becoming aware of complication
possess by carbonated drinks hence a need to have a positive knowledge about
environmentally sustainable products. The research also seeks to find out whether peer
influence will determine consumer green purchase behaviour. As depicted in table 2, two
questions were developed. First, whether customers seek their friends view in buying soft
drinks that are environmentally friendly and whether their friends encourage them to buy
Coca Cola because they are environmentally friendly. The result indicates that few of the
respondents ask friends about a product before buying representing 5.6% & 7.8% of the
population who strongly agree and agree respectively. However, we can deduce that social
influence is not considered in consumer’s green purchase behaviour. Meanwhile, 36.7% of
the respondents buy Coca Cola because their friends and love ones encourages them because
they are environmentally friendly.
The research also seeks to find out the relationship between people’s literacy on eco-labels in
their purchase behaviour. Results indicate that most respondents consider product labels to
determine product contents and its health benefits representing 45.5% of respondents who
agrees. Whilst 35.6% either disagree or agree in looking out for certified environmental
friendly products, 50% of the respondents considers eco-label of soft drinks to know
whetherit’s safe for human health. The finding also attests to a study by Puravankara, (2007).
64.4% of respondents will consider buying soft drinks that are less polluting and deciding
whether to remain loyal to Coca Cola products 45.5% agrees switching to other brand in
search of variety since most health product of Coca-Cola is sold in developed
country.Finally, the research concluded that 60% of respondents are willing to purchase

34
products that are produced, processed and packaged in an environmentally friendly way.
While 27.3% has not made their decision to pay 10% more for such product, 11% of the
respondents disagreed.

35
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
The main purpose of this research is to explore consumer green behavior in the Ghanaian soft
drink industry with a study among Coca-Cola consumers. The study however focused on
University of Education, Winneba, Kumasi-Campus as a target population. This chapter is
made up of the summary of the main findings, conclusion and recommendations.
5.1 Summary of Findings
The main purpose of this research is to determine consumer green behaviour in Ghanaian soft
drink industry. This was to determine how consumer greener’s can help in producing healthy
products that are safe for human consumption and environmentally friendly. This research
however was guided by two objectives. Thus, to find out factors that will contribute to
consumer green behaviour and to find out demographic profile of Coca-Colaconsumers.The
study revealed that the most important determinate to influence consumers green buying
behaviour are, pro-environmental behavior, environmental knowledge, environmental
attitude, eco-label and Purchasing power and income. The study also indicates that Coca Cola
consumers understand the need to protect the environment; hence, they are continuously
selecting environmentally friendly products that promote good health. However,respondents
are willing to pay more for products that are produced, processed and packaged in an
environmentally friendly way.
The demographic characteristics of Coca-Cola consumers revealed that the company’s
product is mostly consumed by females. Age distribution of consumers also indicates the
ageing group will not prefer Coca-Cola drinks since their more focused on their health.

36
Meanwhile, Coca Cola consumers are youth dominating a large portion of the population
who are brand loyalist and will choose Coca-Cola irrespective of price. These individuals
have however, been with the company for more than ten years.
5.2 Conclusion
The research concluded that respondents are willing to pay more in buying green marketing
products. The reasons being lack of environmental education and concerns about how an
individual action affects the environment they stay. When people become more environment
friendly and more conscious about what they consume and how they live to protect the
environment or at least to damage it less, going green and adopting green marketing
strategies are more important for companies to get competitive advantage and to meet these
new demands of consumers. In order to apply green marketing strategies correctly in the
organization, firms need to understand people’s green purchasing behaviors and reasons
behind them.Therefore, this report focused on describing factors affecting Coca-Cola’s
consumers green buying behavior and tried to get answers about which factors play an
important role in those behaviors of consumers. It however concludes that the key factors that
likely to influence Students in University of Education Winneba, Kumasi campus are pro-
environmental behaviour, environmental knowledge, environmental attitude, and their
purchasing power.

37
5.3 Recommendations
Other researchers can consider consumer green purchase behaviour as a general phenomenon
among Ghanaian which will give a better understanding of the concept as seen in this
presents research. There is a need to also consider the limitations in the sample sizes.
However, the following recommendation will help Coca-Cola to better serve its customers:
1. According to the study, the percentage of people who believe that Coke is
environmental friendly is are few, therefore the company has to channel it
advertisement to change the perception of its customers on how to dispose its package
after usage.
2. Most respondents have drunk Coke for over ten years which represents a strong
customer brand customer association. However, the company can use its green
marketing strategy to create favourable customer brand equity as a way to attract
people who do not drink Coke or drink for less than a year.
3. It is important for the company to see green marketing and green behavior of
consumers as a way of making profit. Thus, research results showed that respondents
are willing to pay more for products that are environmentally friendly and promotes
good health therefore a need to introduce healthier products into the market.

38
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44
APPENDIX A
ONLINE QUESTIONAIRES FOR CONSUMER
UNIVERSITY OF EDUCATION WINNEBA, KUMASI CAMPUS
Dear consumer, this questionnaire is designed to collect information’s about your purchasing
behaviour and intentions on green products, your identity will not be disclosed so feel free to
responds to the questions on this questionnaire.
SECTION A RESPONENTS PROFILE
1. Please indicate your gender. [ ] male [ ]female
2. Please what is your age group? [ ] below 25yrs [ ] 25-35yrs [ ] 36-45yrs [ ]46-55
[ ] 56+
3. Please how long have you been purchasing Coca-Cola drinks [ ] less than a year [ ]
1-5years [ ] 5-10years [ ]10years+
SECTION B
State the extent to which you agree or disagree with each of the following about your
perception of toothpaste that are environmentally friendly (not harmful to the environment-
air, water, human life and animals.
1-strongly disagree 2- disagree 3-neutral 4-agree 5-strongly agree
STATEMENT Tick one from 1-5
CONSUMER GREEN (POR-ENVIRONMENTAL
BEHAVIOUR)
1. I prefer buying soft drinks that are not harmful to the
environment
1 2 3 4 5
2. I usually buy soft drinks whose package provides
opportunity for reuse
1 2 3 4 5
3. When buying a product, I consider whether the product
will be able to truly meet my needs according to what the
1 2 3 4 5

45
toothpaste promises consumers.
ENVIRONMENTAL KNOWLEDGE
4. Protecting the environment is important for human life 1 2 3 4 5
5. Most human health problems are associated with the
consumption of Coca-Cola products
1 2 3 4 5
6. Practically most of the pollution in the environment is
caused by production and consumption of Coca-Cola
drink
1 2 3 4 5
ENVIRONMENTAL ATTITTUDE
7. I have negative attitude towards purchasing soft drinks
that pollutes and destroys the environment
1 2 3 4 5
8. I consider it a wise decision to buy Coca-Cola drinks that
are environmentally friendly
1 2 3 4 5
9. I believe protecting the environment is a good behaviour 1 2 3 4 5
SOCIAL INFLUENCE
10. My friends and Love ones encourage me to buy Coca-
Cola because they are environmentally friendly
1 2 3 4 5
11. In deciding about purchasing soft drinks that are
environmentally friendly, I usually ask friends view of
the product
1 2 3 4 5
ECO-LABLES
12. When buying product I look for product labels that
indicate that the product is certified as environmentally
friendly or good
1 2 3 4 5
13. For most soft drinks, I usually examine the labels to find
out whether it is harmful to human life
1 2 3 4 5
INTENTION TO PURCHASE GREEN PRODUCTS
14. I will consider buying soft drinks that are less polluting 1 2 3 4 5
15. Over the next few months, I will consider switching to
other brands because of environmental reasons
1 2 3 4 5

46
PURCHASING POWER AND INCOME
16. It is acceptable to pay 10% more for goods that are
produced, processed, and packaged in an
environmentally friendly way
1 2 3 4 5
THANK YOU FOR YOUR TIME

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