IMPACT OF GREEN MARKETING STRATEGIES ON CONSUMER TRUST IN SOLAR ENERGY ADOPTION IN RIVERS STATE, NIGERIA

Abstract

This study on green marketing strategies and consumer trust in solar energy adoption in Rivers State employs a quantitative research design, using a survey approach to collect data from residential solar energy users and business owners who have adopted solar energy solutions. Three research questions were posed and three hypotheses tested. The population size consist of 5,500, comprising 2,500 residential solar energy users and 3,000 business owners. A sample size of 357 participants was selected using Taro Yamane formula, and a stratified random sampling technique was employed to select participants from the population, dividing them into two strata: residential solar energy users and business owners. Participants were randomly selected from each stratum using a random sampling technique. A structured questionnaire was used to collect data, divided into sections to capture information on demographic characteristics, green marketing strategies, consumer trust, and solar energy adoption. Data were analyzed using descriptive statistics (mean and standard deviation while hypothesis were tested using Pearson Product Moment Correlation (PPMC) at 0.05 significant. The findings from the analysis reveal that green marketing strategies, such as highlighting eco-friendly benefits, promoting environmental responsibility, and creating a green brand identity, significantly influence consumer trust and loyalty towards solar energy products. It was concluded that green marketing strategies influence on consumer trust in solar energy adoption in Rivers State is to a high extent. The study therefore recommends that solar energy marketers should highlight the eco-friendly benefits of their products and services to appeal to consumers who prioritize environmental sustainability.