IMPACT OF GREEN PROMOTION STRATEGY AND GREEN PRODUCT STRATEGY ON CONSUMER ATTITUDES IN THE NIGERIAN FAST MOVING CONSUMER GOODS (FMCG) SECTOR

Abstract

This study examines the impact of green promotion strategy and green product strategy on consumer attitudes in the Fast-Moving Consumer Goods (FMCG) sector in Nigeria. The study is guided by a quantitative research design and employs a multiple linear regression model to analyse 
the relationship between the variables. Data were collected from 379 respondents using a multistage sampling technique across selected states representing Nigeria’s six geopolitical zones. The results of the regression analysis reveal that both green promotion strategy and green product 
strategy have positive and statistically significant effects on consumer attitudes. Income level was also found to positively and significantly influence consumer attitudes, while age had no significant effect. The study concludes that green promotion and green product strategies are 
important determinants of consumer attitudes within Nigeria’s FMCG sector and that consumers are more likely to develop favourable attitudes toward firms that adopt credible environmental marketing practices and sustainable product strategies. The findings provide practical implications for FMCG firms by demonstrating that increased investment in authentic green promotional activities, environmentally friendly product innovation, and affordable green products can strengthen positive consumer attitudes and promote sustainable consumption within the Nigerian FMCG sector.