An investigation of green marketing and its impact on consumer purchase behavior: A study of Dangote Group in Kebbi State
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Background of the Study
Green marketing emphasizes environmentally friendly practices, including the promotion of sustainable products and corporate responsibility. With increasing awareness of environmental challenges, consumers now prefer brands that align with eco-friendly principles, influencing their purchase decisions (Abubakar & Yusuf, 2024).
The Dangote Group, a leading conglomerate in Nigeria, has integrated green marketing into its operations to enhance its corporate image and meet growing consumer expectations. In Kebbi State, where agriculture and environmental sustainability are significant, promoting green initiatives may resonate with local consumers.
Despite the potential of green marketing, its influence on purchase behavior remains uncertain, particularly in regions where environmental awareness varies. This study explores the impact of Dangote Group’s green marketing strategies on consumer purchase behavior in Kebbi State.
Statement of the Problem
Although Dangote Group has adopted green marketing, its impact on consumer behavior in Kebbi State is unclear. Limited awareness, economic constraints, and skepticism about green claims may hinder the effectiveness of these efforts (Okafor & Musa, 2023).
This study investigates the relationship between green marketing initiatives and consumer purchase decisions, identifying factors that influence the effectiveness of these strategies.
Objectives of the Study
- To evaluate the impact of green marketing on consumer purchase behavior for Dangote Group in Kebbi State.
- To identify consumer attitudes toward green marketing initiatives.
- To recommend strategies for enhancing the effectiveness of green marketing campaigns.
Research Questions
- How does green marketing influence consumer purchase behavior for Dangote Group in Kebbi State?
- What are consumers’ attitudes toward green marketing initiatives in the region?
- What strategies can improve the impact of green marketing on consumer behavior?
Research Hypotheses
- Green marketing significantly influences consumer purchase behavior in Kebbi State.
- Consumer attitudes toward green marketing initiatives vary based on socio-economic factors.
- Optimized green marketing strategies enhance consumer engagement and purchasing decisions.
Scope and Limitations of the Study
This study focuses on the impact of Dangote Group’s green marketing initiatives on consumer purchase behavior in Kebbi State. It excludes other marketing strategies and does not address long-term environmental outcomes.
Definitions of Terms
- Green Marketing: Marketing strategies that promote environmentally friendly products and practices.
- Consumer Purchase Behavior: The decision-making process and actions of consumers when buying products or services.
- Environmental Awareness: Understanding and concern for environmental sustainability and conservation.
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