How Green Marketing Affects Millennials’ Willingness to Buy Eco-Friendly Products
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This study investigates the impact of green marketing dimensions green product, green price, green promotion, and green place on the purchase intention of eco-friendly products among millennial consumers in Nigeria, with a focus on environmental awareness as a moderating variable. Environmental degradation and sustainability concerns have prompted increasing consumer awareness, particularly among millennials, of the ecological impact of their consumption patterns. However, a green attitude-behavior gap exists, where awareness does not always translate into purchase decisions. This research aims to empirically examine how each dimension of green marketing influences purchase intention and how environmental awareness strengthens or weakens these relationships. Using a cross-sectional survey design and Partial Least Squares Structural Equation Modeling (PLS-SEM), data was collected from 450 millennial consumers in Nigeria. The findings reveal that green product, green price, green promotion, and green place all positively affect purchase intention, with green product and promotion having the most significant impact. Additionally, environmental awareness enhances the influence of green marketing dimensions on purchase intention, particularly strengthening the effects of green product, promotion, and place. However, its influence on green price was not significant. These results suggest that companies seeking to improve the purchase intention of eco-friendly products should focus on the authenticity of green products and the credibility of green promotions while fostering consumer environmental awareness. This study contributes to the literature on green consumer behavior, particularly in developing countries, and offers practical insights for businesses to design more effective sustainable marketing strategies.
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