SOURCE:

Faculty: Management Sciences
Department: Marketing

CONTRIBUTORS:

Anucha, V. C.
Nwaizugbo, C. I.

ABSTRACT:

This study examined the relationship between green marketing and sustainable consumption in the south-south region of Nigeria. A population of 133,725 persons (General Managers/Marketing Directors and Consumers) was identified. The sample size of 400 respondents were determined mathematically using the Taro Yemen’s formula. The procedure was used to select the sample size from the study population. A total of 400 copies of questionnaire were administered to the respondents and 364 copies were returned. The data collected were analyzed using mean and standard deviation while spearman rank order correlation coefficient was used to test the formulated hypotheses. The spearman rank order correlation coefficient was computed using the SPSS (Statistical Package for Social sciences). The findings revealed that there is significant relationship (rho=.872) between green products and sustainable consumption in the south-south region of Nigeria. A negative and insignificant relationship (rho= -.478) was found between green pricing and sustainable consumption in the south-south region of Nigeria. Equally, the study found a positive and significant relationship between (rho=.786) green promotion and sustainable consumption in the south-south region of Nigeria, as well as a significant relationship (rho= .788) was also found between green distribution and sustainable consumption in the south-south region of Nigeria. Based on the findings, it was concluded that green marketing enhance sustainable consumption. The study finally recommended that industrial (manufacturing) companies in Nigeria should practice green marketing as it would enhances sustainable consumption.