FACTORS RESPONSIBLE FOR GREEN PRODUCTS BUYING INTENT AMONG SELECTED TERTIARY STUDENTS IN GOMBE STATE

Abstract

Green products are in high demand among consumers, and businesses are eager to expand into green areas, but the level of growth in the market for ecologically friendly goods is still inadequate. The major goal of this investigation was to examine components driving environmentally friendly purchasing intent among selected tertiary students in Gombe State, Nigeria. The study employed a survey research approach with 396 sample obtained from the study population (38155) via Taro Yamane (967) sample size determination formula. Data obtained via five (5) points Likert-Scale questionnaire was analyzed using multiple regression via SPSS software version 23.0. The outcomes of the study show that all the three components namely, attitude, the subjective norm and willingness to pay have a beneficial and substantial effect on environmentally friendly buying intention. This study concluded that attitude, subjective norm, and willingness to pay beneficially and substantially affect environmentally friendly buying intention of selected tertiary students in Gombe State and therefore recommends among others that managers and other stakeholders in the green products business should focus on the influence of consumers’ attitudes, subjective norm and readiness to pay in order to gain more patronage from the consumer because the three factors affects consumers purchase intentions.