GREEN MARKETING
Description
the data contains respondents' opinions regarding how green marketing practices, including eco-product, sustainable packaging and green image influence their purchasing intentions toward cosmetic products in Ghana. The data also contain information regarding the consumers' green awareness and loyalty toward the cosmetic products. Hence, the data is relevant for researches related to green marketing, green loyalty, green awareness and consumer purchasing intentions, in relation to cosmetic products and consumption in Ghana. Based on the data, it was discovered that the green marketing practices positively affect consumers' purchasing intentions toward cosmetic products, while green awareness and green loyalty significantly, positively and partially mediate the linkages between green marketing practices and consumer purchasing intention, particularly within the cosmetic industry in a developing country like Ghana.