Green Pricing and Customer Patronage of Restaurants in Port Harcourt

Abstract

The study examined the relationship between green pricing and customer patronage of restaurants in Port Harcourt. In order to address the objectives of the study, two research questions and two research hypotheses were formulated. The study was anchored on Institutional Theory; the study adopted correlational survey research design. The population of the study consists of 39 fast food restaurants gotten from www.businesslist.com.ng. The population of the study was adopted as the sample of the study since it is not too large for a study. To generate data for the study, one hundred and ninety-five (195) copies of questionnaire was given to the 39 fast food restaurants in the frame of five (5) copies per firm. A total of one hundred and ninety-five (195) respondents were used as the study subjects. The reliability of the instrument was determined using the Cronbach's alpha test instrument and it stood at 0.98 higher than the benchmark of 0.7. The data collected for this study were analyzed through descriptive and inferential statistics. The Spearman Rank-order correlation technique was employed to test the various hypothesis formulated. The result revealed a strong and significant relationship between green pricing and customer patronage of restaurants in Port Harcourt. The study concluded that; fast foods restaurant need to adopt green pricing techniques because environmental problems can be solved by going green. Based on the conclusion, the study recommends that: Fast food restaurants should adopt premium pricing as it would lead to customer patronage; they should start selling green products because green products would help preserve and sustain the environment which would in turn lead to repeat purchase from customers and also consumers should be willing and ready to pay the small premium that comes with green products as it would not only create market for sustainable products but would also ensure that the environment is protected against fu