GREEN MARKETING STRATEGIES AND CONSUMER PURCHASE BEHAVIOR IN NIGERIA

Abstract

This study empirically investigates the influence of green marketing strategies on consumer purchase behaviour within the unique socio-economic context of Nigeria, addressing a critical research gap in emerging economies. A quantitative, cross-sectional research design was employed, utilizing a structured questionnaire to collect data from 350 consumers in Northwestern Nigeria. The analysis incorporated descriptive statistics, reliability tests, correlation analysis, and multiple regression. The results confirmed high internal consistency for all constructs (Cronbach’s Alpha range: 0.72-0.81). Descriptive findings indicated favourable consumer perceptions towards green products (Mean=3.85) and self-reported purchase behaviour (Mean=3.91), though green pricing strategies were viewed less positively (Mean=3.42), highlighting affordability concerns. Pearson correlation analysis revealed significant positive relationships (p<0.01) between all elements of the green marketing mix and purchase behaviour, with green product demonstrating the strongest association (r = .615). Multiple regression analysis established that the combined variables significantly explain 64.5% of the variance in consumer behaviour (R² = 0.645, F = 68.45, p < 0.001). All four green marketing strategies were significant predictors, leading to the rejection of all null hypotheses. Green product (β = 0.421, p < 0.001) and green promotion (β = 0.332, p < 0.001) emerged as the strongest influences, followed by green price (β = 0.198, p < 0.001) and green place (β = 0.161, p = 0.001). The study concludes that Nigerian consumers are positively influenced by eco-friendly product attributes and credible promotional messages, but economic and logistical realities moderate this relationship, providing essential insights for marketers and policymakers aiming to foster sustainable consumption.