Faculty of Management Sciences, Federal University Otuoke
FEDERAL UNIVERSITY OTUOKE
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Department of Business Administration and Marketing, Faculty of Management Sciences, Delta State University, Asaba Campus, Abraka
Sunny EKAKITIE-EMONENA (PhD.) & Linus Uchechukwuka ODIA
Environmental challenges consequent on green orientation deficits have posed so many constraints globally to individuals, enterprises and even governments of nations in the 21st century. This has provoked many studies focused to determine Green effects on businesses especially the marketing environment. The study focused to determine the impact of green marketing on consumer purchase behavior. The study made use of survey research design with a sample size of 301 consumers of fast moving consumer goods of manufacturing firms in Lagos State, Nigeria. Statistical analyses were done using correlation as well as multiple regression analytical tools. The findings show that green awareness, green packaging, and green pricing have significant and positive effect on level of consumers’ green purchase behaviour while green promotion has no significant effects. These imply that consumers are becoming more aware about environment-friendly products and feel that these products are safe and secure for use due to the ever increasing waste generation. It was concluded that many consumers that are known to be green purchasers know the significance of the environment on their well-being; hence they are influenced by the green ethos. It was recommended that corporations should demonstrate genuine corporate commitment to sustainability of greenness to lead the way for consumers to follow. Firms should raise consumer awareness of sustainability and clearly explain company’s green policy to consumers. They should integrate consumers in sustainability programs, build, refine, and grow sustainability platforms with consumer input and consultation. The need to partner with consumers on green sustainability efforts and strategies etc. was also suggested
Editorial
Published: 7 June 2019
GREEN MARKETING AND CONSUMER GREEN PURCHASE BEHAVIOUR: EMPIRICAL EVIDENCE FROM FAST MOVING CONSUMER GOODS (FMCGS)
82-96 (2019)
Abstract
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Author Information
Affiliations
Department of Business Administration and Marketing, Faculty of Management Sciences, Delta State University, Asaba Campus, Abraka
Young U. OKWUISE (PhD.)
Corresponding Author
Young U. OKWUISE (PhD.)
Cite this article
Young U. OKWUISE (PhD.); Promise AFUNWA & Chinedu ENEH (2019). Impact of Talent Management Strategy on the Fast Moving Consumable Goods Performance in Nigeria. Otuoke Journal of Management Sciences, 4(1) 70 - 81.
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Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.
Promise AFUNWA
Department of Management, University of Nigeria, Enugu Campus
Chinedu ENEH