EFFECTS OF GREEN PACKAGING ON CONSUMER PURCHASING DECISIONS IN NIGERIA (A STUDY OF CHI LIMITED).

ABSTRACT This study investigated the effect of green packaging on consumer purchasing decision using Chi Limited as a case study. The objectives of this study were to determine the effect of product quality, product shape, recycling and ease of handling influence consumer purchasing decision. The study adopted survey research design. The population is the entire customers of 5 the company under review. Quota sampling techniques was used to select the respondents from the study targeting all customers of Chi Limited in Ilaro, Ogun State. The sample size of 314 was derived from the population using Hart (1942) formula while 308 were valid for analyses. Questionnaire was structured using 5-point likerts scale (strongly agree, agree, undecided, disagree and strongly disagree). The data were tested using percentage method while the hypotheses were tested using simple regression, anova and coefficient analysis with the aid of statistical packages for social sciences (SPSS) version 23. The findings revealed that among the variables tested; product quality, product shape and recycling are significant with p-value of .004, .000 and .000 respectively while ease of handling was insignificant with p-value of .064. The study concluded that green packaging has significant effect on consumer purchasing decision in Nigerian manufacturing industry. The researcher therefore recommended that manufacturing firms should ensure that they maintain high quality and standards products.