GREEN BRAND EXPERIENCE AND REPEAT PATRONAGE OF ORGANIC SKINCARE PRODUCTS AMONG FEMALE CUSTOMERS IN NIGERIA

Abstract

This paper examined green brand experience and repeat patronage of organic skincare products among female customers in Nigeria. The study adopted the correlational research design. The population of this study consisted of female customers (organic cream users) in South-South Nigeria. The exact number of female organic cream users in South-South Nigeria is unknown, hence a sample of 384 female customers was used for the study. The sample size was determined using the Cochran’s formula for determining sample size of an unknown population. A structured questionnaire was used as the main instrument for data collection. The validity of the instrument was determined through face and content analysis while its reliability was confirmed using the Cronbach Alpha method. The data collected from the respondents were analyzed statistically while the Pearson Correlation Coefficient (r) and the SPSS version 23 were used to test the hypotheses. The findings revealed that sensory experience has significant relationship with repurchase intention and repeat purchase of organic skincare products in Nigeria. The study also revealed that affective experience has a significant relationship with repurchase intention and repeat purchase of organic skincare products in Nigeria. The study equally discovered that intellectual experience has significant relationship with repurchase intention and repeat purchase of organic skincare products in Nigeria. Based on these findings, it is therefore concluded that green brand experience is a significant predictor of repeat patronage of organic skincare products in Nigeria. The study therefore recommended that producers of organic cream in Nigeria should ensure that their products or brands give customers a pleasant and memorable experience as it would motivate customers to repeatedly patronize their brand.