An evaluation of green marketing on consumer decision-making: Evidence from a sustainable food company in Kaduna
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Background of the study
Green marketing strategies have become essential for companies aiming to connect with environmentally conscious consumers. In Kaduna, a sustainable food company employs green marketing to communicate its commitment to environmentally friendly practices such as organic farming, sustainable sourcing, and eco-friendly packaging (Uche, 2023). These initiatives are designed to influence consumer decision-making by emphasizing health benefits, environmental protection, and social responsibility. Research indicates that green marketing can significantly alter consumer perceptions and purchasing behavior, particularly when consumers are aware of and value sustainability (Ibrahim, 2024). However, the extent to which these marketing practices affect actual decision-making remains underexplored in the context of the Nigerian market. This study aims to evaluate the impact of green marketing on consumer decision-making processes, analyzing how green messages influence purchase intentions, product evaluation, and overall brand preference in the sustainable food sector (Okeke, 2025). The findings will contribute to a deeper understanding of the strategic role green marketing plays in shaping consumer behavior and guiding sustainable business practices.
Statement of the problem
While green marketing is increasingly prevalent, its direct effect on consumer decision-making in Kaduna’s sustainable food sector is not fully understood. Companies may invest significantly in promoting eco-friendly practices, yet the translation of these messages into concrete purchase decisions is ambiguous (Uche, 2023). Consumer skepticism regarding green claims and the variability of decision-making criteria further complicate the assessment of green marketing’s effectiveness (Ibrahim, 2024). This study seeks to address these challenges by examining how green marketing initiatives influence consumer behavior, particularly in terms of product selection and brand preference, within the sustainable food industry (Okeke, 2025).
Objectives of the study:
To assess the impact of green marketing on consumer decision-making.
To identify key factors that drive purchase decisions in the sustainable food sector.
To recommend strategies for enhancing the effectiveness of green marketing campaigns.
Research questions:
How does green marketing influence consumer decision-making in Kaduna?
What factors mediate the relationship between green marketing and purchase intentions?
How can sustainable food companies optimize their green marketing strategies?
Significance of the study
This study is significant as it provides insights into how green marketing strategies affect consumer decision-making in the sustainable food sector of Kaduna. The findings will help companies refine their marketing messages to better influence purchase behavior and promote sustainability. By addressing gaps in current research, the study contributes to both academic literature and practical marketing strategies, offering actionable recommendations for improving green marketing effectiveness (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to evaluating green marketing strategies and their impact on consumer decision-making for a sustainable food company in Kaduna. Findings are specific to this industry and market context.
Definitions of terms:
Green Marketing: Marketing efforts that emphasize environmentally friendly practices and products.
Consumer Decision-Making: The process by which consumers choose and purchase products.
Sustainable Food Company: A business that produces and markets food using environmentally responsible practices.
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