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Marketing — 2025, Undergraduate
This study examined the influence of green marketing on consumer purchase decisions in the Nigerian fast-moving consumer goods sector. A survey was conducted with consumers who had encountered eco-friendly product claims using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that environmental consciousness, eco-labelling, and perceived environmental benefits influenced purchase intentions, although price sensitivity and scepticism about claims limited conversion. The study found that consumers rewarded credible sustainability efforts. It recommends transparent eco-claims, sustainable packaging, and education of consumers on environmental impact.
For reference and learning only. Do not submit this work as your own.
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