Abstract

Purpose – the aim of this research is to understand and present the outcomes of the strength of association between consumers and the use of the green (herbal) product from a demographic viewpoint. By extension, it measures the magnitude of dependents among demographic factors influencing the use of the green product in a developing country. Research methodology – to evaluate consumer’s demographics on the use of the green (herbal) product, 207 participants took part in the survey through a structured questionnaire. Data were obtained from users of green products (specifically herbs) in Ghana. A nonparametric test precisely chi-square test (x2) and Spearman's correlation rs were employed for our empirical analysis. Findings – the paper indicated the youthful population as the highest number of users of the green product in the herbal market. Results from the nonparametric test (Spearman’s rho) revealed that demographic factors (gender, age, education, and occupation) have an inverse relationship on the use of the green product. Whiles the chi-square test also discloses insignificant relationships among the observed attributes. This suggests that there is no empirical evidence to support the claim that use of green product depends on demographic factors of consumers. Research limitations – the limitation of this study considered the research scope, taking into account a smaller sample size for the study hence, future researchers should expand the sample size as well the other demographic variables necessary for a similar study. Practical implications – the practical implication of this study gives insights to practitioners and marketers in the herbal industry on how best they can progress in their quest to sustain in the business. Originality/Value – the present study aided in widening the scope of consumer behaviour towards the green product in the marketing discipline taken into consideration the widespread competition in the business nowadays especially in the herbal (green product) market

Highlights

  • Especially herbal products are recognized as natural sources of remedy in healthcare for decades, it is considered an indigenous system of medicine (Pal & Shukla, 2003)

  • The frequency of demographic characteristics indicated in Table 1 suggest that most (50.5%) males are the dominant users of green product in the Ghanaian herbal market

  • The study further inquired the occupational level of the users of the green product and it was indicated that most (32.9%) are engaged in the informal sector and nearly 19 percent belongs to another category of income earning activities

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Summary

Introduction

Especially herbal products are recognized as natural sources of remedy in healthcare for decades, it is considered an indigenous system of medicine (Pal & Shukla, 2003). While extant literature has shown that some herbal medicines may have severe consequences, it is in great demand in the developing world mainly for primary healthcare. Natives of these countries use it not because they are inexpensive and for better cultural acceptability, better compatibility with the human body and minimal side effects. Most green products on the market today have received substantial attention by scholars and practitioners regarding the demand and usefulness of these products (Pal & Shukla, 2003; Pan et al, 2014). It has been noted that one major reason for the popularity and acceptability is the belief that all natural products are safe

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