Green Advertising Claim Specificity and Customers’ Feedback for Coca Cola Products in Lagos State, Nigeria

Resumen

The advent of Entrepreneurship in the global economy has made Consum-
ers to worry about the state of the global environment, and as a result, they

prefer products/services that are environmentally beneficial. Concomitantly,
Entrepreneurial Businesses have begun to develop marketing tactics to cater
for this rising environmental consciousness. In Nigeria, this consciousness is
just starting. Hence, this study examined the impact of Green Advertising
(with emphasis on Advertising Claim Specificity) on customer purchasing
behaviour, (focusing on Customer Feedback) on Coca Cola products among
the residents of Alimosho, Ajeromi-Ifelodun, and Mushin local governments

in Lagos State, Nigeria. The study employed a descriptive survey research ap-
proach to collect data from a sample size of 367 respondents. The result re-
vealed that green advertising has a statistically significant effect on consumer

buying behaviour and also has significant effect on customer feedback (β =

.226; t = 4.439; p<0.05). The study concluded that green advertising has sig-
nificant effect on customer buying behaviour of Coca Cola products in Lagos

State, Nigeria. The study therefore recommended that fast moving consumer
goods firms like Coca Cola firm should put in place adequate mechanisms
to ensure that the feedbacks from customers are used to improve their green
efforts and Firm’s performance.