GREEN BRAND AWARENESS AND CONSUMER PREFERENCE OF ORGANIC BODY CREAM BRANDS IN PORT HARCOURT.

Abstract

This paper investigated the relationship between Green Brand Awareness and Consumer Preference of Organic Body Cream Brands in Port Harcourt. Specifically, the objectives of the paper were to examine how green messaging and green sourcing related with consumer trust, organic body cream brands in Port Harcourt. The research design adopted correlational research design. The population for this study comprised of all the customers of organic cream brands in Port Harcourt. A sample size of 384 customers were chosen using Krejcie and Morgan table for sample size determination from the infinite population. However, only 260 customers provided data for the study. Pearson product moment correlation was used to test null hypotheses. From results of the analysis, it was revealed that green messaging and green sourcing positively and significantly relate with consumer trust. Furthermore, findings revealed the relationship between green brand awareness and consumer preference of organic body cream brands in Port Harcourt. Based on these findings, it was concluded that green brand awareness through strategic green messaging and sustainable sourcing has a significant and positive green brand awareness and consumer preference of organic body cream brand in Port Harcourt has a positive and significant relationship. Therefore, it was recommended in this study amongst others that organic cream brands should invest in transparent, educational, and emotionally resonant green communication. Messaging should go beyond slogans to include verifiable claims about ingredients, eco-packaging, and environmental benefits to boost customer trust.