CONSUMER CITIZENSHIP ATTITUDES TOWARDS ORGANIC PRODUCTS: EXPLORING GREEN MARKETING IN MAIDUGURI, NIGERIA

Abstract

National growth and sustainability are functions of development, which encompasses political, economic, social, and environmental aspects. As a developing nation, Nigeria is in the early stages of adopting green concepts, with only 5% of green product purchases indicating low awareness among consumers. This study aims to assess the factors influencing customer attitudes towards organic products and their contributions to national development. A sample of 500 respondents was randomly selected from customers in Monday Market, Maiduguri. Primary data was collected through questionnaires and supplemented by interviews to enhance reliability. Simple regression was employed to test the hypotheses. The results revealed that consumers primarily purchase natural products for health and personal well-being, reflecting a low awareness of green culture. There is an insignificant relationship between consumer cognition about greening and their attitude towards organic products, but significant on behavioural intentions and positive emotions towards green offerings. The study recommends that governments and concerned citizens emphasize adopting healthy and green lifestyles through cognitive or value campaigns, as healthier human capital improves productivity and GNP. Additionally, manufacturers and marketers should enhance awareness through advertising appeals.