Sustainability Marketing and Ethical Consumption Behaviour: the Moderating Effects of Price Sensitivity among Beverage Consumers in Nigeria (Published)
The study aim was to investigate the moderation effect of price sensitivity on the relationship between equity; health; economic structure; consumption and production pattern; atmosphere; biodiversity and ethical consumption behavior. Descriptive research design was adopted. Twelve hypotheses were tested using data collected from 425 residences in Nigeria. A quota sampling technique was adopted for full coverage. Content and face validity of the scale was provided by expert opinion and discriminant validity tested. Factor analysis measured the reliability and structure equations modeling (SEM) was applied to test the hypothesized relationships and interaction of the variables with the aid of Stata 15 SEM software. Findings show that, equity, health, economic structure, consumption and production pattern, and biodiversity have significant relationship with ethical consumption behavior while atmosphere has no significant relationship with ethical consumption behavior. Price sensitivity do not have moderation effect on the relationship between equity, health, economic structure, atmosphere, and biodiversity and ethical consumption behavior but has moderation effect on the relationship between consumption and production pattern and ethical consumption behavior. We recommend that; companies should produce and package beverages with sustainable and eco-friendly materials such as paper-based container.
Keywords: Marketing, Sustainability, ethical consumption, price sensitivity
Post Hazard Market Recovery Strategy on Consumer Patronage of Bush Meat in Nigeria (Published)
This study sought to evaluate bush meat markets in the aftermath of epidemic out break of the Ebola in Nigeria. In course of epidemics, governments institute regimes of enlightenment campaigns to stop or minimize the consumption, handling and processing of wild animals whens studies show that major segments of the population of countries like Nigeria are at risk of contracting diseases. Also post epidemic, bush meat consumption drops, thereby giving rise to the need to encourage consumption. The major objective of this research is to empirically study post hazard market recovery strategies on consumer patronage of bush meat in Nigeria. The study was descriptive, using random sampling method to sample 250 respondents in two states of the South-east and South-south regions of Nigeria, applying a five point Likert style questionnaire with 87.3% Cronbach’s alpha value. Analyses were done using SPSS version 22. First hypothesis was tested with the aid of Pearsons Chi square test producing a significant result. Binary regression analysis was used to fashion out a model for coordinated marketing effort. Three conclusions were reached, in the event of outbreak of an epidemic, “hazard factors” have to be emphasized in the campaign communication, secondly, countering and removing warnings about consumption will significantly affect consumption in post epidemic period and finally the messages must be clear, credible, and consistent in an effort to impact consumption. Finally, policy reappraisal and modification of present strategies have to be embarked upon to restore normalcy to the market for bush meat.
Keywords: Bush meat, Consumption, Epidemics, Market recovery, Marketing