Proponents from all over the world have increasingly been advocating for green products. However, the market has not attained as significant a level as they had hoped mainly due to the fact that demand still remains at levels lower than expectation (WHO, 1991). Research in several parts of the world have confirmed this as shown in this study’s review of literature, and it is apparent that the Ghanaian market is no different.
Even though it was found that 71% of respondents are bound to purchase green cosmetics in the next month, it appears that the fact that environmental and health consciousness has created a favorable attitude towards green cosmetics is not significant enough to predict high patronage as the proportion of consumers with favorable attitudes is only slightly higher than those otherwise. It is this gap between attitude and actual purchasing intent that current brand owners and prospective entrants into the market need to address.
This can be further explained by the mechanism of diffusion as follows: Each member of a society goes through a 5-step innovation decision process called
Diffusion of Innovation which describes how innovation is communicated through certain
channels over time (Rogers, 1983). These 5 processes include:
1. Knowledge – awareness of an innovation and having an idea of how it works.
2. Persuasion – formation of a favorable or unfavorable attitude towards the innovation. 3. Decision – engaging in activities that lead to a choice to adopt or reject innovation. 4. Implementation – putting the innovation to use.
5. Confirmation – evaluating the results of the innovation decision made.
From the findings in this research, most consumers in the Ghanaian green cosmetic market are in the Persuasion stage of the Innovation Diffusion process. This is apparent in the high level of knowledge and understanding of green cosmetics portrayed by respondents (see Figure 9), as well as their apparently favorable attitudes that do not necessarily translate into purchase intent.
The fact that not many respondents fall in the final three stages means that Ghana is still in the Early Adopters stage. That is to say that current green cosmetic consumers can be thought of as the opinion leaders in the market; the ones who will influence the Early
Majority and Late Majority of consumers to adopt green cosmetics. They are the ones
who have diligently sought out information and observed the effectiveness of the innovation (Rogers, 1983).
5.2.1 How Green Cosmetic Brands Can Get the Majority of Consumers 1. Effective Communication:
One valuable insight offered by the Diffusion of Innovations theory is that certain qualities of an innovation make it spread more quickly than others. These qualities include relative advantage, compatibility with existing values and practices, ease of use, ability to test or try it out, and observable results (Robinson, 2009). The onus lies on local green cosmetic brand owners to effectively communicate these properties to consumers.
Presently, it is evident that there is miscommunication between brand owners and consumers in Ghana. While brand owners during the qualitative research reported to have created their brands based on a desire to provide consumers with highly effective,
healthy, easy to use products made from ethically sourced ingredients and equally ethical production methods, their consumers reported to use the brands mainly because of bad experiences with previous brands, the need to solve a specific problem, and attractiveness of product packaging and advertisements. Some were even of the view that green
cosmetics are not for those looking for quick results due to the fact that they require consistency and patience.
Present brand owners and new entrants into the market need to ensure that their marketing methods, that is, advertisements and presence on social media are consistent and effectively communicate their mission and brand.
2. Peer-Peer Conversations and Peer Networks:
Another important insight about Diffusion of Innovation is that even though impersonal marketing methods like media stories and advertising spread information about an innovation, it is conversations that spread adoption. This is because consumers adopt a product when risk and uncertainty is managed; a phenomenon that usually occurs when they receive credible reassurances from people they know and trust. The only exceptions to this rule are Early Adopters; this is because these people tend to see the associated risks as relatively low, either given their financial stability, self confidence, and/or access to information about the product (Robinson, 2009).
This rule is relevant to this research because it was found out that a considerable majority of respondents (Early Adopters) are little swayed by Interpersonal Influence when making purchasing decisions (See Appendix 5). Existing and potential brand owners should therefore employ marketing methods that create viral effects like
recruiting celebrities and opinion leaders to spread the word about the brands on their personal social media and with their connections.
Also, they should partake in more sales events, activations and pop-up markets to allow them to come into direct contact with consumers where they can take the
opportunity to effectively communicate their brands. These consumers, then being better informed, can influence their peers also.
3. Eco-Certifications and Eco-Labeling:
It was found that Ghanaian consumers presently mistake mainstream cosmetic brands for green ones, because of the tendency of the former to be marketed with media stories that highlight certain natural ingredients in them. In order to avert losing potential consumers to brands that use this marketing technique, existing and potential green cosmetic brand owners should push for distinct eco-certifications and eco-labeling that consumers can use to distinguish their products from others.
This will not only help influence purchase in consumers who do not check the back labels but instead are sold on a product simply by looking at the front label, it will also go further to incite trust in green cosmetics as presently most brands are considered to have sprung up as a result of ‘do-it-yourself” (DIY) habits of producers or brand owners.
5.2.2 Other Advice for Green Cosmetic Brands 1. Demographics:
According to the research findings, green cosmetic brands looking to do well in the Ghanaian market should focus more on creating products for females and young children.
Also, people aged 16 to 29 years; that is those attending high school and in tertiary institutions, are those most embracing of green cosmetics.
2. Popular Cosmetic Products:
In regards to which cosmetic products are in high demand in the Ghanaian market, the research showed that deodorants have the highest demand, followed by moisturizers, and then fragrances. Prospective brand owners should therefore invest in these categories, and endeavor to make their products as effective or superior than the leading brands in the market presently.
3. Pricing:
Respondents of the research indicated that they would typically spend between GHS10.00 and GHS60.00 on their favorite cosmetic product thus brands looking to excel in the Ghanaian market should take this into consideration and ensure that their total supply chain cost allows them to employ penetrative pricing.
Also, they should be informed that consumers are typically unwilling to spend over GHS60.00 on skin and hair products; the only exception is makeup products, on which few respondents are reportedly willing to spend up to GHS120.00.
4. Distribution and Availability:
The ability of consumers to access products easily is a great influencer of their purchase behavior. A fact that was greatly corroborated by this research’s findings that respondents’ favorite cosmetics are either easily accessible (35%) or moderately easy to
access (54%). Also, for respondents who had unsatisfactory traits with their favorite cosmetics, frequent stock outs and lack of availability had the highest number of complaints; a complaint that was also common among the green cosmetics consumers interviewed in the qualitative study of this research.
Green cosmetic brand owners should therefore endeavor to make their products available in as many outlets as possible. Building trade relations with major retail points and supermarkets that will allow them to utilize consignment agreements will ensure that their products are easy to find, thus increasing likelihood of adoption by consumers.