Green Marketing Practices and Purchase Behaviour of Environmentally Conscious Consumers in Nigerian Urban Markets

This study investigates the influence of green marketing practices on purchase behaviour among environmentally conscious consumers in Nigerian urban markets, drawing data from consumers in Abuja, North Central Nigeria, and Enugu, South East Nigeria. The global green marketing literature has documented strong attitude-behaviour relationships in Western markets, yet the applicability of these findings to Nigerian urban consumer contexts is contested due to structural, cultural, and economic differences. Grounded in the theory of planned behaviour and the value-belief-norm theory, the study examines whether consumer environmental values, subjective norms, and perceived behavioural control mediate the green marketing-purchase behaviour relationship. A cross-sectional quantitative survey of 410 environmentally conscious consumers identified through environmental NGOs and eco-community networks is conducted using systematic sampling. SEM via AMOS is the primary analytical technique. The study also tests the moderating effect of eco-label trust on the green attitude-behaviour link. Preliminary findings reveal a significant but partially mediated relationship, with subjective norms playing a particularly strong mediating role in Nigerian urban contexts, suggesting that social influence is a more powerful driver of green purchase than personal environmental values alone. Eco-label trust significantly strengthens the attitude-behaviour relationship. The study contributes empirical evidence to the green marketing behaviour literature in sub-Saharan Africa and recommends that green marketers invest in building eco-certification credibility and leveraging social proof to drive purchase conversion. Keywords: green marketing, purchase behaviour, environmental consciousness, urban consumers, Nigeria