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- Title
Green Advertising Claim Specificity and Customers’ Feedback for Coca Cola Products in Lagos State, Nigeria.
- Authors
Temitope Jegede, Charles; Becky Ilesanmi, Funmilayo; Eunice Irewole, Oluwasefunmi; Opatola, Mustapha O.
- Abstract
The advent of Entrepreneurship in the global economy has made Consumers to worry about the state of the global environment, and as a result, they prefer products/services that are environmentally beneficial. Concomitantly, Entrepreneurial Businesses have begun to develop marketing tactics to cater for this rising environmental consciousness. In Nigeria, this consciousness is just starting. Hence, this study examined the impact of Green Advertising (with emphasis on Advertising Claim Specificity) on customer purchasing behaviour, (focusing on Customer Feedback) on Coca Cola products among the residents of Alimosho, Ajeromi-Ifelodun, and Mushin local governments in Lagos State, Nigeria. The study employed a descriptive survey research approach to collect data from a sample size of 367 respondents. The result revealed that green advertising has a statistically significant effect on consumer buying behaviour and also has significant effect on customer feedback (β = .226; t = 4.439; p<0.05). The study concluded that green advertising has significant effect on customer buying behaviour of Coca Cola products in Lagos State, Nigeria. The study therefore recommended that fast moving consumer goods firms like Coca Cola firm should put in place adequate mechanisms to ensure that the feedbacks from customers are used to improve their green efforts and Firm’s performance.
- Subjects
NIGERIA; LAGOS State (Nigeria); CONSUMER preferences; COCA Cola (Trademark); CUSTOMER feedback; FAST moving consumer goods; CONSUMER behavior; ADVERTISING
- Publication
Cimexus, 2023, Vol 18, Issue 2, p49
- ISSN
1870-6479
- Publication type
Article
- DOI
10.33110/cimexus180203