GREEN MARKETING PRACTICES AND ENVIRONMENTAL SUSTAINABILITY BY FAST MOVING CONSUMERS’ GOODS COMPANIES IN CALABAR, NIGERIA.

Abstract

The study was on green marketing practices and environmental sustainability by fast moving consumers’ goods companies in Calabar Metropolis. The main objective was to determine the effect of green marketing practices on environmental sustainability by fast moving consumers’ goods companies in Calabar. The study used cross sectional survey research and the sample size was 440. The study used stratified sampling technique with simple random sampling method to administer the instrument randomly on the respondents. The study used multiple regression analysis to test the stated hypotheses. The findings of the study indicate that both green products and green packaging were associated with environmental sustainability while it was surprising to note that green promotions was not significant to environmental sustainability. This could be attributed to high level of low awareness and lack of knowledge on environmental issues and sustainability approach among consumers in Calabar. The study recommended among others, the strengthening of aggressive green promotional campaign to create awareness and enlightenment among consumers in the Calabar area.  Keywords: Green Marketing, Green Packaging, Green Promotion, Green Product, Environmental Sustainability.