Browsing by Author "Uhagile, Glory T"

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    Consumer perspectives towards buying green products: A survey of food sector in Tanga Municipality
    (Mzumbe University, 2018) Uhagile, Glory T
    The literature argues that there is greater health and environmental consciousness in the present day society, yet there still exist a huge green purchasing gap. This study, therefore, aimed at examining the consumer perspectives towards buying green food products and had specifically targeted to identify consumer self-perceptions in buying green food products, analyzing the consumer price perceptions in buying green food products, and analyzing consumer environment perceptions in buying green food products. After thorough literature review, the researcher proposed significant relationships between each perspective and the buying intention. This survey study was deductive in nature where theories of planned behavior and consumer perspectives were tested. Quantitative data were collected in a cross-sectional manner, using a well-structured questionnaire given to a sample of 399 respondents. Statistical Package for Social Science (SPSS) version 22 and AMOS version 23 was employed in the analysis of data. Study findings reveal that consumers‟ actual buying decision is highly influenced by their health benefit perceptions of green food products. Perceptions of food quality and its safety were also found to be good predictors of consumers‟ actual buying decision that affect it positively contrary to price which influenced the same negatively. On the other hand, environmental perceptions showed no significant relationship to buyers‟ actual buying decision. The findings are consistent with most previous studies in the sense that all self-perceptions and price proved to significantly affect buyers buying decision, while environment perceptions surprisingly revealed an uncertain relationship to actual buying decision. These findings can help marketers of green food products to increase and diversify their markets through making right promotions. This can be by focusing on the most important factors proved to have more influence on buyers‟ actual decision to buy, for example; focusing promotions on health benefits than environmental ones. Successful green campaigns can be done by strategizing the focus on most influential factors for green food consumption.