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Abstract: The global rising consciousness for environmentally friendly products has increased since the advent of COVID-19 pandemic. In developing economies such as Nigeria there are still constraints as to adoption and integration of green orientation and approaches. The study investigated the effect of green marketing strategies on consumer purchasing decision in the fast-moving-consumer-goods (FMCG) industry in Nigeria based on insights gathered from consumers in selected areas of Lagos State. The study adopted a quantitative research approach based on survey research design to gather primary data from a sample of 400 respondents selected via judgmental and convenience sampling technique. The data was collected through a structured questionnaire and was analysed using descriptive statistics. The results of data analysis indicated that consumers do not experience cognitive dissonance/dissatisfaction with green FMCG products of their preferred organization. Also, when evaluating FMCG products for purchase purposes green pricing significantly influences consumers purchase decision. In addition, consumers do not experience cognitive dissonance/dissatisfaction with green FMCG promotion of their preferred organization. Finally, consumers consider purchasing environmentally friendly products because their distribution channels allow for returning empty containers for recycling and reusage. The study concluded that green marketing has a significant positive effect of on consumer purchasing decision in the FMCG industry in Nigeria. With respect to the outcomes and the conclusion of this study, it was proffered that green marketing should be seen and considered as a contemporary strategic marketing technique and tool, hence organizations and management should continue to develop ways that can improve their application of green orientation in all areas of their business and marketing.DOI: https://doi.org/10.51505/IJEBMR.2024.8105
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