Sales promotion is used by various organizations to encourage buying response among their customers. Although it is an effective tool in marketing, few studies have been conducted on sales promotion on buying response using customer emotions as a mediating factor. To fill these gap, the study pursued the formation of a model that explains how sales promotion links to customers' emotions and buying responses in Ghana. The model was validated by conducting a survey with a convenience sampling technique on 664 customers. The data collected were processed using a structural equation modeling approach. The result shows that a bonus pack, coupons, sample, price discount, and rebate have a relation with customer buying response. All the tools have an indirect relationship with the customer buying response except for the bonus pack. Besides, there is a relationship between sales promotion tools and customer emotion, and customer emotions have a strong relationship with customer buying response. The study suggested that managers must create new value for their product to build an emotional connection with the product.
The research developed a framework to investigate the influence of green consumption value and green buying intentions using the behavioral reasoning theory to look at the gap between attitudes and intentions. A cross-sectional research design was used to collect data from 698 respondents in Ghana. The result shows a positive and significant association between buying green foods and attitudes toward green foods, and motive against buying green foods have a non-significant relationship with attitudes to green foods; there is a positive significant association between green consumption value and attitudes toward green foods, motives for buying green foods, and motives against buying green foods. The mediation of motives for buying green foods on green consumption value and attitudes to green foods is positive. Motives for buying green foods influence green buying intentions through attitudes toward green products. And mediation of motives against buying green foods on green consumption value and attitudes to green foods is negative and does not harm green buying intentions using attitudes to green foods. Governments must reward individuals or groups that protect the environment and also put together educated programs that spell out the consequences of a degraded environment to the nation.
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