Impact of Green Marketing on Consumer Decisions and Brand Loyalty: Perceptions of Authenticity and Credibility in Nestlé Nigeria

Abstract

This study investigates the influence of Nestlé Nigeria’s green marketing initiatives on consumer purchasing decisions and brand loyalty, thereby filling a research gap in sustainable consumption in Nigeria. Data from 900 consumers nationwide was collected via a structured survey, analyzing six variables: awareness, trust, credibility, sustainable consumption, purchasing behavior, and brand loyalty. Descriptive statistics and OLS regression revealed a significant intercept (2.71, p < 0.001). However, none of the predictors—awareness (0.0107, p = 0.755), perceived effectiveness (0.0426, p = 0.206), credibility (-0.0355, p = 0.294), or purchasing decision (0.0540, p = 0.116)—had a statistically significant effect on consumer behavior or brand loyalty. The findings suggest that other factors may more strongly influence consumer responses. Recommendations include enhancing green marketing with personalized engagement and authentic messaging highlighting measurable environmental benefits, potentially fostering greater consumer loyalty, and promoting sustainable consumption.