GREEN MARKETING ORIENTATION AND SUSTAINABLE PRACTICE IN FAST FOOD VENDOR’S MANAGEMENT IN GHANA

The sustainable consumption behaviour of customers influences the sustainable practice of society. Customers' behaviour towards protecting the environment benefits society and promotes sustainable development. Green marketing strategies are crucial in the fast-food industry in Ghana. However, no existing work has demonstrated all the features needed for a fast-food vendor to become green marketing oriented. To address this gap, this research adopts stress cognitive theory to ascertain the value of protecting the environment and develop a green marketing-oriented model. Using the Smart partial least squares method for structural analysis, the study examines the importance of green marketing orientation practices. The research hypothesizes that there is a significant relationship between green marketing and sustainable development. A total of 387 responses were collected from customers of a green fast-food vendor. The study found that social responsibility among fast food vendors could increase consumer loyalty through green marketing practices. The study suggests that managers of food vendors should prioritize green marketing strategies to gain a competitive advantage by training internal stakeholders to adhere to the company's social values and steer the business towards an ecologically conscious direction.