GREEN MARKETING

the study examines the mediating roles of green awareness and green loyalty in the relationships between green marketing practices and consumer purchasing intention, focusing on the cosmetic industry of a developing economy, notably Ghana. This raw data contains all the information obtained from the consumers of green cosmetic products in Ghana in line with the research hypotheses. The data was obtained through self-administered questionnaires with the assistance of three well-trained and resourced field assistants. After data collection drastic measures were put in place to screen and clean the data to avoid high missing values. Also, the data was coded and processed using the IBM SPSS software for easy usage in the SmartPLS software.

搜集汇总

背景与挑战

背景概述

该数据集聚焦于加纳化妆品行业的绿色营销实践，通过问卷调查收集了消费者对绿色产品的认知和购买意愿数据，重点分析了绿色意识和绿色忠诚的中介作用。数据经过严格清洗和编码，适用于结构方程模型等统计分析方法。