Abstract

Environmentalism has fast emerged as a worldwide phenomenon, leading business firms to be

part of the phenomenon by practicing green marketing strategy. Consequent upon this, this study

aims at examining the influence of consumers‟ environmental concern, awareness of green

product, price and brand image on their purchase decision. The primary source of data collection

was used for this study, a structured questionnaire was issued to the customers of Forever Living

Product, Zaria. The sample size is 333 customers and multiple regression analysis was used as

the technique of analyzing the data. The finding reveals that consumers‟ awareness of brand

image and price positively influence their purchase decision, and consumers‟ environmental

concern was positive but insignificant to their purchase decision. However, awareness of green

product was negative but significant to their purchase decision. The study concludes that that for

green marketing strategy to successfully work consumers need to be aware of the benefits that

the concept can offer. This study therefore recommends that there should be a regulatory body

to manage the activities of green marketing and also companies should offer a green price for

their product. The study also recommends that consumers should be involved in environmental

responsibilities.

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Over the past few decades, concern about the environment has become a significant public issue.

A sharp rise in environmentalism, which is a movement that began as a process of protecting the

consumers against unethical marketing practices, has emerged in the United State and Western

Europe in the 1970s and as a result of the increased level of environmental awareness, this leads

to a positive change within consumers‟ behaviour towards environmentally related products.

This change contributed to the start of the green revolution to prevent further environmental

damages (Purohit, 2012).

Although, environmental issues influence all human activities, as society becomes more

concerned with the natural environment, businesses have begun to modify their behaviour in an

attempt to address this society‟s new concerns. Some businesses have been quick to accept

concepts like environmental management systems and waste minimization, and have integrated

environme