GREEN BRAND AWARENESS AND CUSTOMER PREFERENCE OF ORGANIC BODY CREAM IN SOUTH-SOUTH NIGERIA
Keywords:Green brand awareness, customer preference, benefit awareness, price awareness, customer choice, customer buying decision, organic body cream.
This paper explored green brand awareness and customer preference of organic body cream in South-South Nigeria. The study adopted the cross-sectional survey research design. The population of this study consisted of customers (organic cream users) in South-South Nigeria. The exact number of organic cream users in South-South Nigeria is unknown, hence the Cochran’s formula was used to determine the sample size for the study. A sample size of 384 was used for the study. A structured questionnaire was used to collect data from the respondents. The instrument was validated through face and content analysis while its reliability was determined using the Cronbach Alpha method. The data collected were analyzed statistically while the Spearman Rank Order Correlation Coefficient (rho) was used to test the hypotheses. The bivariate analysis was performed with the aid of SPSS software program version 23.0. The findings revealed that benefit awareness has the significant relationship with customer choice of organic body cream in South-South Nigeria. The study also found a significant relationship between benefit awareness and customer buying decision of organic body cream. A significant relationship was also reported between price awareness and customer choice of organic body cream in South-South Nigeria. The study equally discovered a significant relationship between price awareness and customer buying decision of organic body cream. Based on these findings, it is therefore concluded that green brand awareness is a significant predictor of customer preference of organic body cream in South-South Nigeria. The study therefore recommended that green cosmetics companies in South-South Nigeria should advertise their green products such as their organic body cream in newspapers, radio, television and social media platforms as it would create more public awareness that will positively influence customer preference for their brand.