Published: 27 December 2023| Version 1 | DOI: 10.17632/p4ft7v7ss6.1
richard opoku


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.



Consumer Marketing, Consumer Shopping Behavior, Environmental Marketing, Global Green Marketing