GREEN MARKETING AND CONSUMER PURCHASING BEHAVIOUR IN NORTH CENTRAL ZONE OF NIGERIA

The study examined Green Marketing Consumer Purchasing Behavours in Nigeria's North Central Zone. The Researcher used a Structured Survey Questionnaire to collect data from 120 Respondents in North Central Zone of Nigeria. The research highlights the importance of consumer awareness and attitude as key drivers of Green Purchasing Behaviour. The result shows that respondents are aware of Green Products and Green Marketing activities are good at addressing environmental issues. The findings on the effects of Green Marketing on Consumer Purchasing Behaviour shows that Respondents strongly agree about the followings: It is difficult for brand loyalist to change their choice of product, company’s marketing strategy of Green Products can influence purchase decision, innovative product can bring delay between the purchase decision, engaging in comparison shopping can affect consumer’s purchase decision, effectiveness of green marketing campaigns heavily relies on consumers' perception of the credibility and authenticity of the claims by companies, level of awareness and education about environmental issues can influence consumers' response to green marketing, such as peer recommendations and social media, can amplify the impact of green marketing on purchasing behavior. The study also shows the multiple regression analysis used to measure the hypothesis, it reveals that green marketing has a significant relationship with the consumers' awareness and consumer purchasing behavior (.000<0.05 and .010<0.05). The study recommends that companies should invest in initiatives that raise awareness and educate consumers about green products and to mitigate the effect of green marketing.

1 19 Jan, 2024

pg: 14

JBMIC PORTAL SYSTEM

Contri. 2+