Green Marketing Strategies and Brand Awareness of Consumers’ Food and Beverage in Lagos State, Nigeria

Authors

  • Olubusola Temiloluwa Oyekunle
  • Bolajoko Nkemdinim Dixon-Ogbechi
  • Ajao Ganiyu Rahim

Keywords:

Green marketing strategies, Green products, Green price, Green promotion, Brand awareness

Abstract

The study investigated green marketing strategies and its effect on brand awareness
of consumers' food and beverage. The purpose of this study was to assess how green product,
green price, and green promotion affect brand awareness of consumers' food and beverage.
The subject of investigation was Lagos State. The research design employed is a descriptive
survey design. The study instrument utilised for data collection was a questionnaire
administered through Google form. Primary sources of data were incorporated. The study
population consists of all food and beverage consumers in Lagos State. The sample size was
determined using convenience sampling technique. A total of 150 respondents were
considered. The hypotheses were examined by the application of linear regression. The
results of the study showed that green product, green price, and green promotion have
statistically positive effect on brand awareness of consumers' food and beverage in Lagos
State. The study suggests that food and beverage manufacturing companies in Lagos State
should try adopting green marketing tactics in order to promote positive environmental
awareness of their products and enhance long-term profitability.

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Published

2024-06-26