ABSTRACT

The study investigated on the effect of green marketing practice on socially responsible behaviour among millennials in Michael Okpara University of agriculture, Umudike. The major objectives of the study are; to identify drivers of sustainability purchasing among millennials, to identify millenials awareness level of green marketing practices by firms and which consider important when buying a product, to identify the influence of green marketing practice of buying behaviour of millennials and to examine influence of social media on socially responsible behaviour of millennials.  To achieve the objectives of the study, survey research design method was adopted. The researcher adopted primary data in getting the required information. The population of the study is made up of all the students of Michael Okpara University of agriculture Umudike. While the sample is made up of 120 after adopting multi-stage sampling techniques. In testing the hypotheses, simple regression analysis was used. The findings revealed that Consumers are strongly urged to sustainability practice. The findings further revealed that major medium through which the respondents receive information regarding to green marketing product and sustainability are television, magazines/newspapers, social media, internet ads/search engines and friends/relatives. Perceived drivers of sustainability purchase are international standard, quality (satisfaction), education/ awareness, expected benefit and social responsibility. The researcher recommends that consumers should be able to easily differentiate green products from the non-green based on their knowledge and exposure to social media. Further, the price on the green products should be affordable to encourage purchase. The study also recommends that marketers should emphasis on providing clear information about green products to promote consumer familiarization with products and enhance their knowledge of green products.

TABLE OF CONTENTS

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgements v

Table of Contents vi

List of Tables ix

Abstract x

CHAPTER ONE: INTRODUCTION 

1.1 Background of the study 1

1.2 Statement of Problem 6

1.3 Objectives of the study 8

1.4 Research Questions 8

1.5 Research Hypothesis 9

1.6 Significant and Justification of the Study 9

1.7 Scope of the Study 10

1.8 Operational Definition of Terms 10

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework 12

2.1.1 General overview of green marketing 12

2.1.2 Characteristics of green marketing 13

2.1.3 Benefits of green marketing 14

2.1.4 Adoption of green marketing in firms 16

2.1.5 Challenges of green marketing 18

2.1.6 Green marketing practice 22

2.1.6 The principles of green marketing 23

2.1.7 Green marketing and consumerism 24

2.1.8 Benefit of green marketing and green product development 26

2.1.9 Factors influencing attitudes and purchase behaviour of green products 27

2.1.10 Generation Y (The Millenials) 30

2.1.11 Generation X (The Millenials) 32

2.1.12 Characteristics of generation X 33

2.1.13 Comparison between generation X and Y and most preferred 33

2.1.14 Factors influencing the attitude-behaviour gap 34

2.2 Theoretical framework 41

2.2.1 The institutional theory 41

2.2.2. The stakeholder theory 41

2.2.3 Functional Value 42

2.2.4 Social Value 43

2.2.5 Attitude behavior gap theory 43

2.3 Empirical review 45

2.4 Gap in the literature 49

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research design 51

3.2 Area of study 51

3.3 Population of the study 52

3.3.1 Determination of sample size 52

3.4 Method of data collection 52

3.7 Method of Data Analysis 53

3.8 Model Specification 53

3.9 Validity of Instrument 54

3.10 Reliability of Instrument 55

CHAPTER FOUR

4.1 Data presentation, analysis and discussion on findings 56

4.2 Distribution of respondents based on awareness level of green marketing practices by      firms 58

4.3 Distribution of respondents based on consumer self-identification to green concern 58

4.4 Drivers of Sustainability Purchase 60

4.5 Information regarding green product and sustainability 61

4.6 Green consumption behavior based on exposure to social media 62

4.7 Factors that encourage green marketing practice of millennials for responsible            behavior 64

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings 66

5.2 Conclusion 66

5.3 Recommendations 67

References 68

Appendix 76

LIST OF TABLES

Table 4.1: The demographic profile of millennials in the study 56

Table 4.2: Distribution of Respondents Based On Awareness Level Of Green Marketing Practices By Firms 58

Table 4.3: Distribution of Respondents Based on Consumer Self-Identification to Green   Concern 59

Table 4.4: Drivers of Sustainability Purchase 60

Table 4.5: Information Regarding Green Product and Sustainability 61

Table 4.6: Green consumption behavior based on exposure to social media 63

Table 4.7: Factors that encourage green marketing practice of millennials for responsible behavior 64