Sustainable Product Promotion and Buying Behaviour of Generation Y Consumers of Coca Cola Products In Kwara State

Abstract

Despite increasing global concern for environmental sustainability, a significant gap remains between consumers' environmental attitudes and their actual green purchasing behaviour. Although firms increasingly adopt environmentally friendly marketing strategies, evidence on their effectiveness in translating environmental concern into real purchasing decisions, particularly in developing economies, remains limited. This study investigated the impact of sustainable product promotion on the buying behaviour of Generation Y consumers of Coca-Cola products in Ilorin metropolis in Kwara State, Nigeria. Using cross-sectional survey design, the data were obtained from 385 consumers of Coca-Cola through Cochran's (1977) formula which represents the infinite population of Generation Y in the study area. An adapted questionnaire was used to measure sustainable promotion and buying behaviour of products. Data was analysed with the help of descriptive statistics (mean and standard deviation) and inferential statistics (regression analysis). The results show that sustainable product promotion has positive and significant impact 2 on the buying behaviour of Generation Y consumers (R = 0.493, â = 0.702, p < 0.001), supporting the positive impact of eco-friendly marketing initiatives on consumer engagement and buying decisions. The study adds to the literature on green marketing in emerging economies and offers practical insights for firms looking to exploit sustainability as a source of competitive advantage. It is recommended that Coca-Cola and similar firms should bolster eco-friendly promotion strategies, increase consumer awareness and provide engagement initiatives to reinforce environmentally responsible purchase behaviour.