Green Product Marketing and Consumer Buying Behaviour of Brewery Products in Nigeria

The study examined the influence of green product marketing and consumer buying behaviour of brewery firms in south-south, Nigeria. The study adopted a cross-sectional survey design using survey research strategy with a population of 28,829,288 brewery Products consumers in the selected bars in South-South, Nigeria with a sample of 400 customers drawn from the selected bars in the region using Taro Yamene’s formula and stratified sampling technique. Data were collected using self administered questionnaire while Spearman Ranked Order Correlation Coefficient statistical tool used for the quantitative data analysis. The findings revealed that green product marketing in the form of green product quality and eco-label all give credence to consumer buying behaviour of brewery Products in the form of repeat purchase intention, customer referrals and customer brand loyalty. Given the representativeness of the sample population, it was concluded that brewery consumers tend to re-patronize and remain loyal with their preferred brands as well as refer their families and friends to purchase green products from their preferred brewery firms. It buttresses the fact that if brewery firms improve green product quality, incorporate eco-labels and engage in environmental advertising as well as being trustworthy via eco-brand credibility and eco-brand integrity, they will discourage green washing that ends promoting sustainable consumption and green brand image. Based on these conclusions, the study recommend that brewery firms should ensure that green product quality is good enough with affordable price that will appeal to customers in order to improve green consumption behaviour. Brewery firms should organize campaigns to promote public awareness of eco-labels, inform consumers about the importance or benefits of using eco-labeled products. Thus, the study was able to bridge the gaps in literature by incorporating green product quality and eco-labeling components of green product marketing against repeat purchase intention, customer referral and brand loyalty measures of consumer buying behaviour in a single study.