GREEN MARKETING AND CUSTOMER AWARENESS IN QUICK SERVICE RESTAURANTS IN YENEGOA BAYELSA STATE

Abstract

This study aimed to identify the relationships between green brand dimension (green brand awareness, green brand image, and green brand trust), green perceived value and quick service restaurants in Yenagoa, Bayelsa State. Data was collected through structured survey questionnaire from 103 respondents of three restaurants in Yenagoa. Data was analyzed using SPSS, multiple regression. The results indicate that there is significant relationships between green brand awareness, green brand trust, green perceived value, and customers’ use of quick service restaurants. However, green brand image was not found to have significant relationship with customer’s awareness in quick service restaurants. The discussion presented suggestions for marketers and researchers interested in green branding