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Influence of Green Marketing Strategies on Encouraging Sustainable Consumption
Subject area: Management and Commerce · Area of research: Marketing
DOI: https://doi.org/10.64388/IREV9I11-1717181
Abstract
This study investigates the influence of Nestlé Nigeria’s green marketing strategies on consumer purchasing decisions, brand loyalty, and perceptions of their authenticity and credibility. Using a quantitative approach, data were collected from 900 respondents via convenience and judgmental sampling, with key metrics including awareness, perceived effectiveness, credibility, purchase decisions, and brand loyalty. Descriptive and correlation analyses summarized consumer engagement, while Ordinary Least Squares (OLS) regression assessed the impact on purchasing decisions and loyalty. Results revealed that Nestlé’s green marketing strategies had limited effects on consumer behavior. Although a moderate link exists between sustainable consumption and purchasing behavior, awareness, trust, and credibility of green marketing showed no statistically significant impact, with high p-values across these variables. For example, the coefficient for Awareness of Green Marketing was -0.03167 (p = 0.5966), and for Trust, it was 0.001932 (p = 0.9730), indicating no predictive value. The study suggests that Nestlé’s current strategies may not have a strong influence on sustainable consumption. It is recommended that Nestlé adopt a more robust approach, including green pricing, recycling options, and targeted messaging to better align with consumer expectations for sustainability.
Keywords
Green Marketing Strategies, Sustainable Consumption, Consumer Behavior
How to cite this paper
@article{1717181,
author = {Jacob Olubukola OLADIPO, Yetunde Abimbola ABIODUN , Akintunde Jonathan OYEDOKUN },
title = {Influence of Green Marketing Strategies on Encouraging Sustainable Consumption},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {9},
number = {11},
pages = {327-345},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1717181.pdf},
abstract = {This study investigates the influence of Nestlé Nigeria’s green marketing strategies on consumer purchasing decisions, brand loyalty, and perceptions of their authenticity and credibility. Using a quantitative approach, data were collected from 900 respondents via convenience and judgmental sampling, with key metrics including awareness, perceived effectiveness, credibility, purchase decisions, and brand loyalty. Descriptive and correlation analyses summarized consumer engagement, while Ordinary Least Squares (OLS) regression assessed the impact on purchasing decisions and loyalty. Results revealed that Nestlé’s green marketing strategies had limited effects on consumer behavior. Although a moderate link exists between sustainable consumption and purchasing behavior, awareness, trust, and credibility of green marketing showed no statistically significant impact, with high p-values across these variables. For example, the coefficient for Awareness of Green Marketing was -0.03167 (p = 0.5966), and for Trust, it was 0.001932 (p = 0.9730), indicating no predictive value. The study suggests that Nestlé’s current strategies may not have a strong influence on sustainable consumption. It is recommended that Nestlé adopt a more robust approach, including green pricing, recycling options, and targeted messaging to better align with consumer expectations for sustainability.},
keywords = {Green Marketing Strategies, Sustainable Consumption, Consumer Behavior},
month = {May},
doi = {https://doi.org/10.64388/IREV9I11-1717181}
}