EFFECTS OF GREEN PRICING ON CONSUMER ATTITUDES TOWARD SUSTAINABLE CONSUMPTION IN NIGERIA

Abstract

This paper examined the effects of green pricing on consumers’ attitudes towards sustainable consumption in Nigeria. The study employed the descriptive survey design where data were collected from a sample of 238 consumers doing shopping at various supermarkets in Port Harcourt metropolis. A structured questionnaire was used to gather data from the respondents after the respondents have been intercepted while shopping at the supermarkets. The data collected were analyzed statically using descriptive (mean and standard deviation) and inferential statistic like the Spearman Rank Order Correlation. The SPSS version 21.0 was used to correlate the data on the study variables. The findings revealed that there is significant positive relationship between price premium and consumers’ cognitive attitude toward sustainable consumption. The study also found a significant positive relationship between price premium and consumers’ affective attitude toward sustainable consumption. A significant negative relationship was found between price premium and consumers’ cognitive attitude toward sustainable consumption. From the findings, it was concluded that while consumers with cognitive and affective attitudes expressed their willingness to pay the price premium that comes with green products, their actual behaviour speak otherwise as green marketers have continued to lament over the small sales of green products due to consumers unwillingness to pay the price premium that is attached to the products. The study therefore recommended that Nigerian consumers should translate their cognitive and affective attitude into green purchasing behaviour as it would help to protect the environment from waste and other forms of environmental degradation and pollution.