Perception of Green Marketing Practices Among Environmentally Conscious Consumers in Abuja

This study investigates consumer perception of green marketing practices among environmentally conscious consumers in Abuja, North Central Nigeria. Green marketing, which encompasses the promotion of environmentally sustainable products and corporate ecological responsibility, is gaining traction globally amid growing climate change awareness. In Nigeria, however, empirical studies on how consumers perceive and respond to green marketing initiatives remain limited, particularly in the capital city context. The study adopts a descriptive survey design with 280 respondents selected through purposive sampling from environmental advocacy groups, university communities, and eco-conscious social media communities in Abuja. A validated questionnaire measures awareness of green marketing activities, attitude toward green products, willingness to pay a green premium, and actual green purchase behaviour. Analysis employs descriptive statistics, Pearson correlation, and multiple regression. The study also evaluates whether income level and environmental knowledge moderate the perception-behaviour gap. Preliminary findings suggest a significant gap between positive green attitudes and actual purchasing behaviour among respondents, a phenomenon aligned with the global green attitude-behaviour divide. The research further reveals that price premium concerns and limited product availability are the primary barriers to green purchasing in Abuja. Findings are intended to assist marketers, policymakers, and environmental NGOs in designing communication strategies that narrow this gap and promote sustainable consumption in Nigeria's capital. Keywords: green marketing, consumer perception, sustainable consumption, Abuja, environmental attitude