NENNAATON Akekue- Alex, Ph.D
Marketing Department Rivers State University
Nkpolu-Oroworukwo, Port Harcourt
nennyalexa@gmail.com
&
GIADOM. Peter Popnen
Marketing Department, University of Port Harcourt
Abstract
This study is aimed at determining the nexus between Green Products Adoption and Purchase Intention of federal university lecturers in consuming bottled water and plastic beverages in south-south Nigeria. The study utilized adopted an explanatory research design and a cross-sectional survey in term of time horizon. Data was obtained from 350 respondents and scrutinized via structural equation modeling SEM, through AMOS 24.0 software. Empirical findings from the study indicate that educated and informed persons are inclined to adopt green products. The study affirmed that dimensions such as: green products knowledge and health consciousness have sufficient connection with consumers’ intention to perform eco-friendly actions and actual acquisition of eco-friendly produce amongst federal universities lecturers in south-south, Nigeria. The findings additionally corroborated that acquisition of non-polluting merchandise are driven by ecological worries of educated and informed target customers. However, the behaviour of consumers with insufficient green knowledge on the adverse effect of non-green table water and beverages on the environment were found to be unrelated with ecological sustainable practices. We therefore recommended that firms can leverage on the findings of this study to produce products that would match the desire of educated and environmental conscious consumers.
Keyword: Green product adoption, green product knowledge, health consciousness, purchase
intention.