Adoption of Green Marketing Strategies on Consumer Attitudes In Fast-Moving Consumer Goods Manufacturing Company

Abstract

In the contemporary manufacturing landscape, environmental sustainability has evolved from an ethical stance into a strategic imperative. This study investigates the adoption and effectiveness of green marketing strategies in Nigeria, focusing on Unilever Nigeria Plc. Using a quantitative survey design, the research employed a dual-population approach to assess both consumer attitudes and corporate practices.The consumer sample size was determined using Godden's (2014) model ($n = 385$), while the corporate sample ($n = 241$) was derived from a population of 603 managers via the Taro Yamane formula. Data from 626 respondents, selected through stratified sampling, were analyzed using regression techniques. The findings of the study through the simple linear regression show that attitude significantly predicted purchase intention (â = 0.466, t(383) = 10.32, p < 0.001), explaining 21.8% of the variance (R² = 0.218) as multiple regression showed that observability (â = 0.372, t = 6.14, p < 0.001) and relative advantage (â = 0.147, t = 2.46, p = 0.014) positively predicted adoption, whereas complexity had a negative effect (â = -0.120, t = -2.06, p = 0.040).The study concludes that aligning environmental awareness with corporate execution is critical for sustainable consumption in emerging markets. It recommends that Unilever Nigeria Plc focuses on reducing perceived barriers (complexity) while enhancing the visibility and tangible benefits of green initiatives. This alignment will better bridge the gap between corporate adoption and consumer purchase behavior.