Environmental Marketing Awareness and Consumer Purchase Behaviour

Abstract

The focus of this article is to examine the effect of environmental marketing on consumer behavior in the food and beverage products in Nigeria. The population of this study encompasses all consumers of food and beverage sub-sector of the manufacturing industry in Edo State, Nigeria. Sampling techniques were adopted from other authors to select a sample of 322 consumers, and these methods were employed since the population is unknown (infinite) and the method is scientific in nature. Cronbach's alpha was used to determine the validity and reliability of the instruments used. The findings reveal that the three variables used for this study: environmental concern, social influence, and government regulation, had a significant relationship with consumer behavior. The study recommends among others that food and beverage firms in Nigeria should be conscious of the environmental nature of their product as consumer awareness about environmental products is gradually increasing.