Consumer environmental consciousness and brand preference in rivers state


  • (1)  Godswill Chinedu Chukwu            Department of Marketing, Ignatius Ajuru University of EducationPort Harcourt, Rivers state Nigeria  
            Nigeria

  • (2)  Miyene Charles Tom            Department of Marketing, Ignatius Ajuru University of EducationPort Harcourt, Rivers state [email protected] study investigated consumer environmental consciousness and brand preference in Rivers State. The study sought to establish the extent to which brand sound influence repeat purchase of power generating plants, the extent to which brand heat generation influence customer referral of power generating plants and the extent which green protection determine customer loyalty of power generating plants in Rivers State.The study adopted descriptive research design. A population of 52 loyal customers of 5 different brands of power generating plants was randomly selected while 47 questionnaires were successfully retrieved for the study. Data was collected by use of questionnaire from the respondents. Three research questions were posed and three hypotheses were tested. Data were analysed using descriptive statistics (mean and standard deviation) while inferential statistics Pearson Product Moment Correlation (PPMC) was used to test the above stated hypotheses at 0.05 level of significance. The researcher utilized the Cronbach's Alpha for Reliability Statistics to arrive at 0.75 coefficient reliability, Findings revealed that there is a great correlation between brand sound and customer repeat purchase of power generating plants in Rivers state, that there is a low correlation between brand heat generation and customer referral of power generating plant in Rivers State and that there is a great correlation between green protection and customer loyalty of power generating plant in Rivers State. Consumers in Rivers State should be loyal to power generating plants that emit less carbon monoxide for green house protection.1.IntroductionThehumanenvironmenthadbeensubjectedtopracticesandactivitieswhichthreateningsurvivalinquestforcomfortandsatisfactionsthroughinventionsandinnovationsofsophisticatedmechanicalproductionswithpressureonthenaturalenvironment.IndiscussingthisissuePulse(2016)positsthateverywhereontheplanet,individualsareconfrontingaplentyoftestingenvironmentalissueseachday.Aportionoftheseissuesareirrelevantandjustinfluenceacoupleofbiologicalsystems,howeverothersaredefinitelychangingthesceneoftheearthwe'vegenerallyknown.AnthropogenicchallengeswhicharecausedforthemostpartbyhumanimpedancewiththeenvironmentastalkedaboutbyMillerandSpolman(2009)arepopulacedevelopment,inefficientandimpracticalassetuse,neediness,justasdeficientinformationonhownaturefunctions.Additionally,OfomataandPhil-Eze(2007)recognizedthehelplessutilizationofthestandardsofenvironmentaladministrationasasignificantreasonforaportionoftheenvironmentaldifficultiesontheplanet.Humanexercisesunderwayofrefinedactualizelikeforceplants,agrarianapparatusesandotheroldstylemachinesaddtoenvironmentalcorruptionandcontamination.Theseenvironmentaldifficulties,forexample,anunnaturalweatherchange,overuseofregularassets,depletionofthestratosphericozonelayer,commotioncontamination,airandwatercontamination,ifnotcheckedwilldrivehumankindfrompresence,(Ibimilua,andAdewale,2014).As  
            Nigeria

    (*) Corresponding Author

DOI:

https://doi.org/10.47494/mesb.2020.1.130

Keywords:

consumer, environment, brand, rivers state

Abstract

This study investigated consumer environmental consciousness and brand preference in Rivers State. The study sought to establish the extent to which brand sound influence repeat purchase of power generating plants, the extent to which brand heat generation influence customer referral of power generating plants and the extent which green protection determine customer loyalty of power generating plants in Rivers State.The study adopted descriptive research design. A population of 52 loyal customers of 5 different brands of power generating plants was randomly selected while 47 questionnaires were successfully retrieved for the study. Data was collected by use of questionnaire from the respondents. Three research questions were posed and three hypotheses were tested. Data were analysed using descriptive statistics (mean and standard deviation) while inferential statistics Pearson Product Moment Correlation (PPMC) was used to test the above stated hypotheses at 0.05 level of significance. The researcher utilized the Cronbach's Alpha for Reliability Statistics to arrive at 0.75 coefficient reliability, Findings revealed that there is a great correlation between brand sound and customer repeat purchase of power generating plants in Rivers state, that there is a low correlation between brand heat generation and customer referral of power generating plant in Rivers State and that there is a great correlation between green protection and customer loyalty of power generating plant in Rivers State. Consumers in Rivers State should be loyal to power generating plants that emit less carbon monoxide for green house protection

Downloads

Download data is not yet available.

References

Aditi, M., Rameshwar, D., Omprakash, K. G.& Zongwei, L. (2017). Dynamics of environmental consciousness and green purchase behaviour: an empirical study. International Journal of Climate Change Strategies and Management. 1756-8692

Alamro, A. and Rowley, J. (2011). Antecedents of brand preference of mobile telecommunications administrations.Journal of Product & Brand Management, 20(6).

Bergman, P., Sköld, A., Västfjäll, D., & Fransson, N. (2009). Perceptual and emotional categorization of sound. Journal of the Acoustical Society of America, 126(6).

Carpenter, G.S. and Nakamoto, K. (1994). Reflections on consumer preference formation and pioneering advantage. Journal of Marketing Research, 31(4).

Chernev, A., Hamilton, R. and Gal, D. (2011). Competing for consumer identity: limits to self-expression and the perils of lifestyle branding. Journal of Marketing, 75(3).

Elijah, A. A. (2017). Theories and concepts for human behavior in environmental preservation. Journal of Environmental Science and Public Health. (1)2.

Huang, C. and Kung, F. (2011).Environmental consciousness and intellectual capital management: evidence from Taiwan’s manufacturing industry. Management Decision, (49)9

Ibimilua, F. O. & Adewale, F. I. (2014). Environmental challenges in Nigeria: Typology, Spatial Distribution, Repercussions and Way Forward. American International Journal of Social Science.3(2).

Iftekhar, Z., Arnab, T., Ali, M., Shidujaman, M. d. & Mayen, H. (2013).Consideration of Environmental Effect of Power Generation: Bangladesh Perspective Energy and Power Engineering, 1521-1525.

John, S. (2019). The rise of eco-friendly products. Retrieved from https://www.thomasnet.com/insights/the-rise-of-eco-friendly-products/. accessed on 6/8/2019.

Matthew, W. (2013). Does green management matter for donation intentions? the influence of environmental consciousness and environmental importance. Management Decision, 51(8).

Muhammad, A. H., Muhammad, F. K. & Ali, A. (2014). Green awareness effects on consumers' purchasing decision: A Case of Pakistan. Global Journal of Management and Business Research: EMarketing. (14)6.

Norazah, M. S. (2013). Green awareness effects on consumers' purchasing decision: Some Insights from Malaysia. Green Awareness Effects, IJAPS,(9)2.

Najam, Z. &Maryam, S. (2016) Factors effecting consumer brand preferences in automobile industry . Singaporean Journal of business economics, and management studies (SJBem).(5)3.

Revill, K. P., Namy, L. L., DeFife, L. C.& Nygaard, L. C. (2014). Cross-linguistic sound symbolism and cross modal correspondence: evidence from fMRI and DTI. Brain & Language, 128(1).

Rinkesh, O. (2019). What is the greenhouse effect? Retrieved from https://www.conserve-energy-future.com/greenhouseeffectcauses.php. accessed on 8/8/2019.

Reham, E., Ahmad, G., Zahir, I. & Ying F. (2016). Brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management (32)13-14

Wilms, J.& Görmann, M. (2010). Sound engineering für elektroautos: Der Ton macht die Musik. Süddeutsche Zeitung, p. 31.

Mirzaeva N.A. (2019) THEORY AND PRACTICE OF ECOLOGICAL COMPETENCE IN STUDENTS. Central Asian Journal of Education 3 (1): 66-97

Zelezny, L.C. and Schultz, P. (2000). “Psychology of promoting environmentalism: promoting environmentalism”, Journal of Social Issues. 56(3).

Published

2020-12-07

How to Cite

Godswill Chinedu Chukwu, & Miyene Charles Tom. (2020). Consumer environmental consciousness and brand preference in rivers state. Middle European Scientific Bulletin, 7, 1-15. https://doi.org/10.47494/mesb.2020.1.130

Issue

Section

Science