GREEN MARKETING AND CONSUMER BUYING BEHAVIOUR: EVIDENCE FROM QUOTED FIRMS IN NIGERIAN BEVERAGE INDUSTRY

The rising awareness of global warming, climate change and other environmental issues have led to the production of green products by the producers who are environmental friendly and consumers centred. This study examines the effect of green marketing on consumer buying behaviour and the influence of western education on consumer green behaviour in the Nigerian food and beverage industry. The study’s primary data was collected through a structured questionnaire administered on 384 respondents using convenience sampling techniques. Multiple regression analysis was used as analytical tool for testing the study’s hypotheses. Findings revealed that there is a positive relationship between green marketing and consumer buying behaviour except for psychological and cultural which do not really influence consumer buying decision of green products and that educational status of the respondents does not influence consumer green buying behaviour in the study area. It was recommended that enlightenment programme that will appeal to the psychological and cultural belief of the consumer is required to improve their green consciousness and that green promotion targeted towards the elite to project health benefits of patronising green products is desirable as well as the need for environmental friendly buying behaviour.