The Role of Green Marketing in Promoting Sustainability among Ghanaian Consumers: Challenges and Opportunities

1. Introduction 1.1 Background of the Study 1.2 Problem Statement 1.3 Objectives of the Study 1.4 Research Questions 1.5 Structure of the Thesis 2. Literature Review 2.1 Definition of Green Marketing 2.2 Evolution of Sustainability Concepts 2.3 Green Marketing Strategies 2.4 Consumer Behavior towards Sustainability 2.5 Green Marketing Challenges 3. Theoretical Framework 3.1 Ecological Modernization Theory 3.2 Consumer Behavior Theories 3.3 Stakeholder Theory in Marketing 4. Methodology 4.1 Research Design 4.2 Data Collection Methods 4.3 Sample Selection 4.4 Data Analysis Techniques 4.5 Ethical Considerations 5. Green Marketing in Ghana 5.1 Overview of Ghanaian Market 5.2 Current Sustainability Practices 5.3 Local Consumer Attitudes 5.4 Case Studies in Ghana 5.5 Regulatory Environment 6. Challenges in Green Marketing 6.1 Economic and Financial Barriers 6.2 Consumer Awareness Issues 6.3 Technological Limitations 6.4 Cultural and Social Challenges 7. Opportunities for Green Marketing 7.1 Emerging Market Trends 7.2 Technological Advancements 7.3 Government Initiatives 7.4 International Collaborations 7.5 Education and Advocacy 8. Conclusion and Recommendations 8.1 Summary of Findings 8.2 Policy Recommendations 8.3 Implications for Marketers 8.4 Suggestions for Future Research 8.5 Limitations of the Study