THE EFFECT OF GREEN BRANDING ON CONSUMER PURCHASING BEHAVIOR

Abstract Presently, Africa is predicted to be the next big hub for innovation due to its abundance of resources. Its biggest challenge however is preserving its resources while enriching its culture through innovations that stay true to its values. The aftermath of industrialisation in other parts of the world has seen the continent become a mass consumer of cheap and unsafe products, especially with regards to cosmetics. This happens in tandem with the continent being the major source of natural resources that are fuelling the now growing green cosmetic industry. Presently, there exists little literature on the effect of green branding of cosmetics on consumer purchasing behaviour. Thus this study employed a mixed method approach to determine what the current situation is in Ghana, considering all relevant industry players: brand owners, their consumers, and potential consumers. A convenience sampling of the residents in the Greater Accra Region resulted in a valid sample size of 117. Findings revealed that even though there is a strong health and environmental consciousness as well as a favourable attitude towards green cosmetics, the Ghanaian market is yet to adopt to the modernisation and commercialisation of natural beauty regimens that are native to their culture. Recommendations include that green cosmetic brand owners employ engaging as well as direct advertisement to allow them penetrate the Ghanaian market.