Effects of Green Marketing on Consumers Purchase Behaviour of Selected Fast-Moving Goods in Jalingo Local Government Area of Taraba state

Nuruddeen Ahmad Buhari; Ahmadu Adamu Bello; Musa Ibrahim

doi:10.56201/ijmcs.v10.no1.2026.pg1.11

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Effects of Green Marketing on Consumers Purchase Behaviour of Selected Fast-Moving Goods in Jalingo Local Government Area of Taraba state

Nuruddeen Ahmad Buhari, Ahmadu Adamu Bello, Musa Ibrahim

Abstract

This study investigated effects of green marketing on consumers purchase behaviour of selected fast-moving goods in Jalingo local government area of Taraba State. The objective of the study was to analyze the extent to which green price affects consumer purchase behaviour in the FMCG sector in Jalingo LGA. To assess the extent to which green place affects consumer purchase behaviour in the FMCG sector in Jalingo LGA. A method of research design employed is Descriptive research design. The study covers the purchase behaviour of FMCG in Jalingo LGA. with a population size of 643,200. The study utilizes Taro Yammane sampling determination technique to determine sample size of four hundred (400). Data were collected from primary sources through structured questionnaire.379 questionnaires were retrieved. Inferential statistics was used for analyzing data through the use of SPSS v.26. The findings revealed that spot advertising has a significant and positive effect on consumer purchase of GSM services in Jalingo LGA. The study also found that green pricing does not have a significant impact on the consumer Purchase behaviour of Fast Moving Consumer Goods. The study also found out that green place strategies do not have a significant impact on the consumer Purchase behaviour of Fast Moving Consumer Goods. The study provided four recommendations base on the findings. Since Green Price has a positive but insignificant influence on consumer Purchase behaviour of Fast Moving Consumer Goods. this study recommends that managers of management of consumer goods should increase the awareness of green pricing among the consumers through their promotional activities, given that the important of green pricing will benefit the consumer. This will positively improve the Purchase behaviour of Fast Moving Consumer Goods.

References

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Effects of Green Marketing on Consumers Purchase Behaviour of Selected Fast-Moving Goods in Jalingo Local Government Area of Taraba state

Abstract

References

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