EFFECT OF GREEN MARKETING PRACTICES ON CONSUMER BUYING BEHAVIOUR: A STUDY OF SELECTED SMALL AND MEDIUM ENTERPRISES IN ABUJA, NIGERIA

The increasing demand for sustainable products presents a challenge for businesses. The aim of this study is to investigate the effect of green marketing practices on consumer buying behaviour with a study of small and medium enterprises in Abuja, Nigeria. The study utilized a survey research method to collect data from SME managers engaged in promoting eco-friendly products. The total population of SMEs in Abuja was 613,492, with a sample size of 400 determined using Slovin's formula (1960). Additionally, using the purposive sampling technique, 150 questionnaires were administered to respondents. Data collected was analyzed using multiple regression analysis and correlation techniques. The results revealed that green product development is statistically significant and has a positive relationship with consumer buying behaviour. More also, green pricing has positive and statistically significant relationship with consumer behaviour. Findings also shows that green distribution has positive and significant impact on consumer buying behaviour. The study finally concluded on the premise that green marketing practices has significant effect on consumer buying behaviour. It is recommended that businesses invest in sustainable product innovation, adopt competitive pricing strategies, and prioritize eco-friendly distribution channels to enhance consumer engagement with green products.