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Analysis of consumers’ point of view regarding sustainability issues in Kenya

December 22 2021 by INKOA
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The analysis of consumers’ point of view regarding sustainability issues in Kenya is a document delivered in the context of the  Horti-Green project  (Inclusive Green Horticultural Processing Sector in Kenya).

A survey analysis focusing on deeper insight into Kenyan consumers’ awareness and behaviours towards more sustainable consumption has been conducted. The survey paid special attention to motivating and hindering factors in the Kenyan consumers that can affect the acceptance of sustainable products and behaviours, since better understanding how consumers are making decisions will be crucial in designing effective marketing strategies to increase the share of sustainable horticultural processed products purchased. Besides, the survey have analysed consumers’ perception of green products, their knowledge and awareness on certification and eco-labelling, their level of awareness on the need of adopting SCP behaviours, etc. This could serve as a basis to design consumer awareness raising campaigns accordingly

The Horti-Green project (ENV/2017/391-383) is an action implemented by Fundación SUSTALDE (Spain, Coordinator), University of Nairobi (Kenya, partner), Consumer Information Network (Kenya, partner) and Kenya Bureau of Standards (Kenya, partner). The action was awarded a grant under the Switch Africa Green Programme, which is co-financed by the European Commission.

Year: 2019
Document relevant to the topics: Research and Innovation
Document relevant to the regions and countries: Kenya
Type of document: General
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