Green Marketing Mix and Consumer Purchase Decision of Products in Uyo Metropolis, Akwa Ibom State, Nigeria

Abstract

This study was conducted to examine the effect of green marketing mix on consumer purchase decision of products in Uyo metropolis, Akwa Ibom State, Nigeria. The survey research design was used in the study. Data for the study were obtained through a questionnaire administered to the respondents. 369 respondents were selected using a convenience sampling technique. Three hypotheses were formulated and tested at the 0.05 level of significance. Data obtained for the study were analysed using descriptive and inferential statistics. Descriptive statistics involved the use of tables, frequency and percentage while hypotheses were tested using simple linear regression model. The findings of the study revealed a positive significant effect of green marketing-green product, green price and green promotion on consumer purchase decision of products. Based on the findings of the study, it was recommended among others that manufacturers of green products should continuously improve the contents of their products to satisfy consumer needs and wants with additional new features to maintain high quality to attract patronage.