Abstract:
The study investigated consumers‘ concerns about the environment and how it affected their preference for eco-friendly goods. The study was conducted in the Greater Accra Metropolitan Area. This study was conducted using a qualitative research approach. The descriptive phenomenological research design was used. The study sampled thirty-six consumers. Data was collected using face-to-face interviews, observation, and a focus group discussion. The method developed by Colaizzi to analyse phenomenological data was used in this investigation. The results were broken down into overarching themes with supporting subthemes. According to the results, many consumers were vaguely aware of the concept of eco-friendly items and had little experience with them. Consumers were more interested in conventional goods than eco-friendly goods since the latter lacked the visual attractiveness of the former. The study's findings pointed to two channels (primary groups and advertisements) as consumers' primary information sources. Products that were both biodegradable and packaged in biodegradable materials were shown to be more appealing to consumers. Consumers preferred eco-friendly goods since they contributed to a healthier ecosystem. In light of these results, it is suggested that businesses ensure their eco-friendly products are high quality and appealing to a wide range of consumers. Since consumers have yet to realise the importance of eco-friendly products, manufacturers should take steps to make products more attractive and high-quality so that their products will attract consumers.
