Abstract
The study examine the effect of green marketing on consumer patronage for consumer goods. The specific objectives were to, ascertain the relationship between eco-branded products and consumers patronage for consumer goods to examine the effect of green label on consumer preference for consumer goods to identify factors that affect consumers purchase for eco-branded products to examine the effect of environment concern on consumer patronage for eco-branded product. Primary data obtain from distribution of questionnaires was analyze using descriptive statistic such as frequency, mean and percentage. The study adopted multiple regression model, The empirical result shows that green knowledge or information, green consumption, green trust and interest in environmental issuesN have a significant effects on consumer’s patronage for consumer’s goods. It was recommended that proper and adequate enlightenment as consumers knowledge and reliable information affects consumer patronage; these to a large extent will reduces to purchase of products that are environmentally harmful and reduces to production and disposal of harmful products.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Problem 3
1.3 Objectives of the Study 4
1.4 Research Questions 5
1.5 Research Hypotheses 5
1.6 Significance of the Study 5
1.7 Scope of the study 6
1.8 Operational definition of terms 6
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Conceptual framework 8
2.1.1 The Concept of green marketing 8
2.1.2 Green consumerism 10
2.1.3 Green purchase behaviour 13
2.1. 4 Pricing and Green Promotion 14
2.1. 5 Principles of Green Marketing 16
2.1. 6 Reasons for Adopting Green Marketing 17
2.1.7 Green Marketing Strategies 19
2.1.8 Challenges in green marketing 20
2.1. 9 Benefit of green marketing and green product development 23
2.2 Theoretical framework
2.2.1 Theory of Planned Behaviour (TPB) 25
2.2. 2 Construal level theory 26
2.2.3 Temporal construal theory 26
2.3 Empirical Review 30
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research Design 35
3.2. Study Area 35
3.3 Population of the Study 36
3.4 Determination of sample size 37
3.5 Method of Data Collection 37
3.6 Validity of Instrument 37
3.7 Reliability of Instrument 38
3.8 Method of Data Analysis 38
3.9. Model Specification 38
CHAPTER FOUR
RESULT AND DISCUSSION
4.1 Data presentation, interpretation and analysis 40
4.2.1 Test of Hypothesis One 46
4.2.2 Test of hypothesis two 47
4.2.3 Test of Hypothesis two 49
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 51
5.2 Conclusion 52
5.3 Recommendation 53
OKITIKPI, P (2021). Effect Of Green Marketing On Consumer Patronage For Consumer Goods (A Study Of Michael Okpara University Of Agriculture, Umudike).. Mouau.afribary.org: Retrieved Dec 25, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-green-marketing-on-consumer-patronage-for-consumer-goods-a-study-of-michael-okpara-university-of-agriculture-umudike-7-2
PRISCA, OKITIKPI. "Effect Of Green Marketing On Consumer Patronage For Consumer Goods (A Study Of Michael Okpara University Of Agriculture, Umudike)." Mouau.afribary.org. Mouau.afribary.org, 10 Mar. 2021, https://repository.mouau.edu.ng/work/view/effect-of-green-marketing-on-consumer-patronage-for-consumer-goods-a-study-of-michael-okpara-university-of-agriculture-umudike-7-2. Accessed 25 Dec. 2024.
PRISCA, OKITIKPI. "Effect Of Green Marketing On Consumer Patronage For Consumer Goods (A Study Of Michael Okpara University Of Agriculture, Umudike).". Mouau.afribary.org, Mouau.afribary.org, 10 Mar. 2021. Web. 25 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-green-marketing-on-consumer-patronage-for-consumer-goods-a-study-of-michael-okpara-university-of-agriculture-umudike-7-2 >.
PRISCA, OKITIKPI. "Effect Of Green Marketing On Consumer Patronage For Consumer Goods (A Study Of Michael Okpara University Of Agriculture, Umudike)." Mouau.afribary.org (2021). Accessed 25 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-green-marketing-on-consumer-patronage-for-consumer-goods-a-study-of-michael-okpara-university-of-agriculture-umudike-7-2