GREEN MARKETING AND CONSUMER GOODS IN BENIN CITY, NIGERIA

ABSTRACT

The study investigated the ef ect of green marketing on consumer goods in Benin City, Edo State. The green marketing variables explored are: green branding, green packaging, eco-labelling and environmental pricing; while consumer goods were the study’s dependent variable. Data were primarily sourced through the administration of three hundred and eighty-five (385) questionnaire out of which three hundred and sixty (360) were found usable for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. Specifically, the regression analysis revealed that: green branding, eco-labelling and environmental pricing significantly and positively af ect consumer goods; while a positive and insignificant relationship was found between green packaging and consumer goods. As a result of these findings, it was recommended that: that businesses should focus on developing and promoting strong green branding strategies; it is important to provide clear and credible eco-labels on products, informing consumers about the environmental attributes of the items they are purchasing; businesses can adopt dynamic pricing strategies that reward consumers for choosing environmentally friendly options, such as of ering discounts on green products or providing incentives for recycling; and to enhance the impact of green packaging on consumer behavior, companies should focus on creating packaging solutions that are not only environmentally friendly but also innovative, functional, and aesthetically appealing.