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The Impact of Social Media Marketing on Purchase Intention of Green Products in Nigeria

Adetayo, Adetola Oluwatomileyin (2022) The Impact of Social Media Marketing on Purchase Intention of Green Products in Nigeria. Masters thesis, Dublin, National College of Ireland.

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The past few years have witnessed a rise in awareness of green products because of the growing influence of sustainable development. Prior studies have paid little attention to the critical impact of social media marketing on the overall consumption of green products, particularly in a developing country such as Nigeria. This research examines how social media marketing (Facebook, Instagram, and Youtube) influences Nigerian youths’ intentions to make environmentally friendly purchases. The Consumer Behavior Theory is examined, along with other theoretical frameworks like the Theory of Planned Behavior and Uses and Gratification Theory.

Online questionnaires were distributed, and about 200 complete responses were received and used in this study. Descriptive and inferential statistics were used to analyse the characteristics of the sample and make predictions about the population. Findings illustrated a significant impact of social media platforms on green purchase intention, and in particular, Instagram has a more significant impact when compared to Facebook and Youtube. The results also agree with previous research on the fact that Nigerian youths are unaware of green products despite the rise of social media. It was also discovered that a new social media platform, Twitter, is the second most preferred platform for Nigerian youths with green purchase intentions. In addition to adding to the body of empirical research on Nigerian youths’ green consumption, our findings will also help practitioners devise strategies for persuading consumers to change their attitudes and purchasing habits in favour of green products.

Item Type: Thesis (Masters)
Ruf, Ruben
Uncontrolled Keywords: Social Media Marketing; Purchase Intention; Green Products; Nigerian Youth
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in International Business
Depositing User: Tamara Malone
Date Deposited: 20 Mar 2023 09:20
Last Modified: 20 Mar 2023 09:20

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