GREEN MARKETING AND CONSUMER BUYING BEHAVIOUR OF ORAL B TOOTHPASTE IN UYO METROPOLIS, AKWAIBOM STATE

Organizations that effectively utilize green marketing strategies, such as eco-labeling, sustainable packaging, and green advertising, would experience enhanced brand loyalty, increased market share, and improved consumer trust. These initiatives would resonate with environmentally conscious consumers, encouraging them to prioritize eco-friendly products and fostering a significant shift towards sustainable consumption and environmental conservation. However, the reality is that despite these well-intentioned strategies, consumer buying behaviour has not shifted as expected. Barriers such as price sensitivity, limited understanding of eco-labels, and skepticism towards green claims often exacerbated by green washing deter consumers from making eco-friendly choices. The study examined the relationship between green marketing and consumer buying behaviour of Oral B toothpaste in Uyo metropolis, Akwa Ibom state. The study employed survey research technique to collect data from 400 respondents gotten from the population of the study which was 1,393,000. The instrument for data gathering was a structure questionnaire designed in line with the objective of the study. The data collected were analyzed using frequency tables, simple percentages, and Pearson product moment correlation was used in testing the hypotheses. Findings from data collected revealed that; there is a significant relationship between eco-labeling and consumer buying behaviour of Oral B toothpaste; also, that there is a significant relationship between sustainable packaging and consumer buying behaviour of Oral B toothpaste; the finding also revealed that there is a significant relationship between green advertising and consumer buying behaviour of Oral B toothpaste. The study recommended among others; that; Procter and Gamble, the producer of Oral B, and his marketing department should collaborate with local influencers and environmental advocates in uyo metropolis to promote Oral B’s green messaging. These influencers can share testimonials, educational content, or host awareness event that emphasize the environmental benefits of purchasing Oral B toothpaste, fostering trust and increasing consumer engagement.