Effect Of Green Marketing Practice On Socially Responsible Behaviour Among Millenials In Michael Okpara University Of Agriculture, Umudike Umuahia Abia State

ABSTRACT

The study investigated on the effect of green marketing practice on socially responsible behaviour among millennials in Michael Okpara University of agriculture, Umudike. The major objectives of the study are; to identify drivers of sustainability purchasing among millennials, to identify millenials awareness level of green marketing practices by firms and which consider important when buying a product, to identify the influence of green marketing practice of buying behaviour of millennials and to examine influence of social media on socially responsible behaviour of millennials.  To achieve the objectives of the study, survey research design method was adopted. The researcher adopted primary data in getting the required information. The population of the study is made up of all the students of Michael Okpara University of agriculture Umudike. While the sample is made up of 120 after adopting multi-stage sampling techniques. In testing the hypotheses, simple regression analysis was used. The findings revealed that Consumers are strongly urged to sustainability practice. The findings further revealed that major medium through which the respondents receive information regarding to green marketing product and sustainability are television, magazines/newspapers, social media, internet ads/search engines and friends/relatives. Perceived drivers of sustainability purchase are international standard, quality (satisfaction), education/ awareness, expected benefit and social responsibility. The researcher recommends that consumers should be able to easily differentiate green products from the non-green based on their knowledge and exposure to social media. Further, the price on the green products should be affordable to encourage purchase. The study also recommends that marketers should emphasis on providing clear information about green products to promote consumer familiarization with products and enhance their knowledge of green products.

TABLE OF CONTENTS

Title Page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgements ﾿ v

Table of Contents ﾿ vi

List of Tables ﾿ ix

Abstract ﾿ x

CHAPTER ONE: INTRODUCTION 

1.1 Background of the study ﾿ 1

1.2 Statement of Problem ﾿ 6

1.3 Objectives of the study ﾿ 8

1.4 Research Questions ﾿ 8

1.5 Research Hypothesis ﾿ 9 ﾿

1.6 Significant and Justification of the Study ﾿ 9

1.7 Scope of the Study ﾿ 10

1.8 Operational Definition of Terms ﾿ 10

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework ﾿ 12

2.1.1 General overview of green marketing ﾿ 12

2.1.2 Characteristics of green marketing ﾿ 13

2.1.3 Benefits of green marketing ﾿ 14

2.1.4 Adoption of green marketing in firms ﾿ 16

2.1.5 Challenges of green marketing ﾿ 18

2.1.6 Green marketing practice ﾿ 22

2.1.6 The principles of green marketing ﾿ 23

2.1.7 Green marketing and consumerism ﾿ 24

2.1.8 Benefit of green marketing and green product development ﾿ 26

2.1.9 Factors influencing attitudes and purchase behaviour of green products ﾿ 27

2.1.10 Generation Y (The Millenials) ﾿ 30

2.1.11 Generation X (The Millenials) ﾿ 32

2.1.12 Characteristics of generation X ﾿ 33

2.1.13 Comparison between generation X and Y and most preferred ﾿ 33

2.1.14 Factors influencing the attitude-behaviour gap ﾿ 34

2.2 Theoretical framework ﾿ 41

2.2.1 The institutional theory ﾿ 41

2.2.2. The stakeholder theory ﾿ 41

2.2.3 Functional Value ﾿ 42

2.2.4 Social Value ﾿ 43

2.2.5 Attitude behavior gap theory ﾿ 43

2.3 Empirical review ﾿ 45

2.4 Gap in the literature ﾿ 49

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research design ﾿ 51

3.2 Area of study ﾿ 51

3.3 Population of the study ﾿ 52

3.3.1 Determination of sample size ﾿ 52

3.4 Method of data collection ﾿ 52

3.7 Method of Data Analysis ﾿ 53

3.8 Model Specification ﾿ 53

3.9 Validity of Instrument ﾿ 54

3.10 Reliability of Instrument ﾿ 55

CHAPTER FOUR

4.1 Data presentation, analysis and discussion on findings ﾿ 56

4.2 Distribution of respondents based on awareness level of green marketing practices by      firms ﾿ 58

4.3 Distribution of respondents based on consumer self-identification to green concern ﾿ 58

4.4 Drivers of Sustainability Purchase ﾿ 60

4.5 Information regarding green product and sustainability ﾿ 61

4.6 Green consumption behavior based on exposure to social media ﾿ 62

4.7 Factors that encourage green marketing practice of millennials for responsible            behavior ﾿ 64

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings ﾿ 66

5.2 Conclusion ﾿ 66

5.3 Recommendations ﾿ 67

References ﾿ 68

Appendix ﾿ 76

LIST OF TABLES

Table 4.1: The demographic profile of millennials in the study ﾿ 56

Table 4.2: Distribution of Respondents Based On Awareness Level Of Green Marketing Practices By Firms ﾿ 58

Table 4.3: Distribution of Respondents Based on Consumer Self-Identification to Green   Concern ﾿ 59

Table 4.4: Drivers of Sustainability Purchase ﾿ 60

Table 4.5: Information Regarding Green Product and Sustainability ﾿ 61

Table 4.6: Green consumption behavior based on exposure to social media ﾿ 63

Table 4.7: Factors that encourage green marketing practice of millennials for responsible behavior ﾿ 64