Green marketing mix and repurchase intention: the role of green knowledge

Abstract

Purpose

This study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green marketing mix and consumer repurchase in Ghana.

Design/methodology/approach

A quantitative approach to research was employed. In all, 371 participants were chosen using the purposive sampling technique. Data analysis was conducted using the SPSS software.

Findings

The findings showed that green price, green place and green promotion had a positive significant effect on repurchase intention. However, green product insignificantly influenced repurchase intention. The findings further showed that green knowledge moderated the relationship between green price and green place, on repurchase intention. Green knowledge was not found to moderate the relationship between green product, green promotion and repurchase intention.

Originality/value

The study advances our knowledge on green marketing mix, green knowledge and repurchase intention within the beverage sector. It reveals the positive implication of green marketing mix on a firm’s customers using the marketing mix theory.

Citation

Mahmoud, M.A., Seidu, A.S., Tweneboah-Koduah, E.Y. and Ahmed, A.S. (2024), "Green marketing mix and repurchase intention: the role of green knowledge", African Journal of Economic and Management Studies, Vol. 15 No. 3, pp. 501-518. https://doi.org/10.1108/AJEMS-04-2023-0137