GREEN MARKETING AWARENESS AND CONSUMERS’ PURCHASE DECISION OF FOREVER LIVING PRODUCTS IN ZARIA
Environmentalism has fast emerged as a worldwide phenomenon, leading business firms to be part of the phenomenon by practicing green marketing strategy. Consequent upon this, this study aims at examining the influence of consumers‟ environmental concern, awareness of green product, price and brand image on their purchase decision. The primary source of data collection was used for this study, a structured questionnaire was issued to the customers of Forever Living Product, Zaria. The sample size is 333 customers and multiple regression analysis was used as the technique of analyzing the data. The finding reveals that consumers‟ awareness of brand image and price positively influence their purchase decision, and consumers‟ environmental concern was positive but insignificant to their purchase decision. However, awareness of green product was negative but significant to their purchase decision. The study concludes that that for green marketing strategy to successfully work consumers need to be aware of the benefits that the concept can offer. This study therefore recommends that there should be a regulatory body to manage the activities of green marketing and also companies should offer a green price for their product. The study also recommends that consumers should be involved in environmental responsibilities.