Eco-conscious marketing and user satisfaction of food and beverage firms in Nigeria

The purpose of the study was to examine the relationship between eco-conscious marketing and user satisfaction of food and beverage firms in Nigeria. The study adopted the cross-sectional survey research design. Customers of food and beverage firms in Nigeria were used as population of the study with a sample of 410 drawn from an infinite population using Krejcie and Morgan determining table of 1970 was used to estimate the sample size. 200 questionnaires were retrieved and used. The hypotheses were tested using the Pearson product moment with the help of the Statistical Tool for Social Science (SPSS). The result of the study indicated that there is a significant relationship between dimensions of eco-conscious marketing (sustainable and social marketing) and measures of user satisfaction (repeat purchase and customer retention) of food and beverage firms in Nigeria. It concluded that eco-conscious marketing has emerged as one of the powerful tools for increasing user satisfaction, if food and beverage firms adopt fully eco-conscious marketing, it would to a greater extent enhance user satisfaction and recommended that firms should be environmentally responsive in order to achieve environmental objectives and profit related goals.