Green Products Awareness and its Influence on the Purchase of Green Products in Windhoek, Khomas Region of Namibia

The purpose of this research was to study green products awareness and its influence on the purchase of green products in Windhoek, Khomas Region of Namibia. The main objective of the study was to find out the level of awareness towards green products purchase. The study adopted mixed methods, primary data was collected using a standardised interview guide and structured questionnaires. A sample of 120 respondents was considered in the current research. In-depth interviews were conducted to assess the level of awareness of green products purchase in the Khomas region. Quantitative primary data collected through structured questionnaires were coded, cleaned and entered into SPSS version 23 for analysis. Descriptive statistics, t-test and chi-square test for associations of continuous and categorical variables performed. The predictors for purchase of green products were determined using bivariate and logistic regression analysis. The qualitative data was analysed using thematic analysis. Statistically significant association between the purchases of green products with the three main sources from which respondents knew about green products prevailed. The research finds statistically significant association between the purchases of green products with the role of social media in creating green product awareness. It also emerged that a statistically significant association between the purchase of green products and the independent variables determining green product information confirmed. The research also finds a negative association between purchase of green products and the knowledge about environmental benefits of green products. The results also showed that the main sources of green product information were the television, radio and social media.