GREEN MARKETING AWARENESS AND CONSUMERS’ PURCHASE DECISION OF FOREVER LIVING PRODUCTS IN ZARIA

GREEN MARKETING AWARENESS AND CONSUMERS’ PURCHASE DECISION OF FOREVER LIVING PRODUCTS IN ZARIA

INTRODUCTION
Over the past few decades, concern about the environment has become a significant public
issue. A sharp rise in environmentalism, which is a movement that began as a process of
protecting the consumers against unethical marketing practices, has emerged in the United
State and Western Europe in the 1970s and as a result of the increased level of environmental
awareness, this leads to a positive change within consumers’ behaviour towards
environmentally related products. This change contributed to the start of the green revolution
to prevent further environmental damages (Purohit, 2012).
Although, environmental issues influence all human activities, as society becomes more
concerned with the natural environment, businesses have begun to modify their behaviour in
an attempt to address this society’s new concerns. Some businesses have been quick to accept
concepts like environmental management systems and waste minimization, and have integrated
environmental issues into all organizational activities. Afterward, due to increased social and
political pressure, organizations have moved beyond these concepts to recycling, alternative
packaging, redesigning of products, and alternative products. Since 1990s, environmental
concern has become one of the most important issues. Both in United States and Europe,
businesses have discovered that in future, consumers are more likely to be environmentally
conscious when making their purchase decisions (Teng & Weai, 2014).
One business area where environmental issues have received a great deal of discussion in the
popular and professional press is green marketing, in return to consumers concern and attitudes
for the environment, companies make their marketing strategies to appeal consumers
environmental concern. This marketing strategy, named as green marketing, have caused
companies to adopt green policies in their marketing activities (Suplico, 2009). Forever living
product company is incorporating societal environmental concern into their marketing strategy
by offering environmental friendly products.

TABLE OF CONTENT

Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi

CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39
Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69

GREEN MARKETING AWARENESS AND CONSUMERS’ PURCHASE DECISION OF FOREVER LIVING PRODUCTS IN ZARIA

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