INTRODUCTION
In recent times, environmental concerns have turned out to be a focal point for both consumers and businesses likewise (Polonsky, 2011). Accordingly, there’s a growing emphasis on green marketing strategies by companies that offer environmentally friendly products. This research aims to explore the impact of green marketing on consumer buying behavior in the manufacturing industry in Nigeria. The study focuses on how consumers’ appreciations of green products and marketing practices, as well as their motivations, impact their buying behavior in the Nigerian market.
"Green marketing" involves promoting environmentally friendly products and services that contribute to sustainable practices. As environmental consciousness continues to accelerate encyclopedically, businesses worldwide espouse green marketing strategies to attract customers and gain a competitive edge (Peattie and Crane, 2005). Nigeria’s fast-growing population and expanding economy represent a significant market for eco-friendly products. Still, the relationship between green marketing and consumer buying behavior in Nigeria has not been considerably studied. Thus, this research is pivotal for companies operating in or looking to enter the Nigerian market, as it examines factors that impact consumers’ decisions to buy eco-friendly products. Such insights can be capitalized on by companies to develop further effective marketing strategies aimed at compounding their market share and enhancing customer fidelity (Dickson and Fletcher, 2013). Also, this study contributes to the ongoing discourse on sustainable business practices and consumer adoption of green products by providing insights specific to the Nigerian context, making it relevant to researchers, marketers, and policymakers concerned with environmental issues and sustainable consumption patterns.
The literature review provides an overview of existing knowledge on green marketing and its impact on consumer buying behavior, highlighting gaps that this research aims to address. The theoretical framework and research questions guiding the research are also introduced. The methodology used in this project is described and justifications are furnished for the choice of research design, sampling, and data collection techniques. The limitations of the research design are also addressed, and remedies to overcome them are suggested. The next section presents the findings of the study, including the analysis of research data and a comparison of the findings with the literature reviewed earlier. Incipiently, concluding remarks sum up the crucial findings and their contribution to the existing body of knowledge on green marketing and consumer buying behavior. Furthermore, research limitations are identified, suggestions for coming studies are offered, and the practical implications of the findings are discussed.



REVIEW OF THE LITERATURE
Evaluation Of The Existing Body Of Knowledge On The Issue
Green marketing has become an essential avenue for businesses to respond to the growing environmental consciousness among consumers (Peattie and Crane, 2005). The existing body of knowledge has extensively examined the impact of green marketing on consumer buying behavior, predominantly focusing on developed markets. However, the unique dynamics of developing countries such as Nigeria remain underexplored in comparison, emphasizing the need to examine contextual factors that influence the adoption of green products by consumers in such markets (Nguyen et al., 2020).

The influence of consumers’ perception, attitudes, and awareness of green products is a major theme in the literature on green marketing’s impact on consumer behavior (Rahbar and Wahid, 2011; Nguyen et al., 2020). The importance of increasing consumer awareness and understanding the benefits of green products have been emphasized in numerous studies (Biswas and Roy, 2015; Dangelico and Vocalelli, 2017). Nevertheless, the Nigerian context in terms of the frequency and effectiveness of green marketing communication remains unexplored, necessitating further research to understand the Nigeria-specific implications of green marketing initiatives.

Furthermore, the literature emphasizes the role of cultural, economic, and regulatory factors in shaping consumers’ pro-environmental attitudes and purchase behavior (Dangelico and Vocalelli, 2017; Nguyen et al., 2020). These factors could vary significantly between developing and developed markets, stressing the importance of understanding the unique dimensions of each market. However, research focusing on Nigeria’s specific cultural, economic, and social context is limited, highlighting the need for context-sensitive research.

The Theory of Planned Behavior (Ajzen, 1991) is often used as a theoretical framework to guide research on green consumer behavior (Biswas and Roy, 2015; Leonidou et al., 2013). This theory emphasizes the significance of attitudes, subjective norms, and perceived behavioral control in shaping consumers’ intentions to adopt green products and sustain eco-friendly practices. While the literature presents insights on consumer attitudes in relation to green marketing, further examination of the subjective norms, perceived behavioral control, and their interaction within the Nigerian context is warranted.

Finally, the existing body of knowledge highlights the factors influencing consumers’ choices of environmentally friendly products, such as product features, price, availability, brand reputation, and environmental impact (Dangelico and Vocalelli, 2017; Biswas and Roy, 2015). While these factors have been identified in several studies, further research is required to understand their specific relevance and influence within Nigeria’s market dynamics.

In conclusion, the existing body of knowledge on the impact of green marketing on consumer buying behavior provides valuable insights into consumers’ attitudes, perceptions, and behaviors towards green products. However, there is a noticeable knowledge gap with respect to the Nigerian context, characterized by unique cultural, economic, and social factors. Addressing this gap in the literature is crucial to achieving a more comprehensive understanding of the impact of green marketing on consumer buying behavior in developing markets like Nigeria. Ultimately, such context-sensitive research can inform businesses, policymakers, and researchers seeking to promote sustainable consumption patterns and drive the adoption of green products in diverse markets.

Theory of Planned Behaviour
The Theory of Planned Behavior (TPB) has been widely used in understanding and explaining various human behaviors, including those related to green consumption (Ajzen, 1991). This study applies TPB as the theoretical underpinning to investigate the influence of green marketing on consumer buying behavior in the Nigerian manufacturing industry. According to TPB, intentions play an essential role in shaping individuals’ behavior, and these intentions are influenced by three key factors: attitudes toward the behavior, subjective norms, and perceived behavioral control (Ajzen, 1991). Attitudes refer to the evaluation of the behavior, which may be positive or negative, subjective norms represent the cultural and social pressures an individual perceives in performing the behavior, and perceived behavioral control signifies the individual’s beliefs about their ability to effectively perform the behavior (Ajzen, 1991). The TPB has been successfully applied in previous studies to examine consumer behavior regarding environmentally friendly products and practices (e.g., Biswas and Roy, 2015; Leonidou et al., 2013). These studies have found that positive attitudes towards environmentally friendly products and practices, plus favorable subjective norms and higher perceived behavioral control, lead to stronger intentions to adopt green products and engage in eco-friendly behavior.

In this study’s context, TPB can be employed to explore how consumers’ attitudes towards green products, the influence of social and cultural norms, and their perceived ability to engage in eco-friendly purchasing behavior interact to shape their intentions and ultimately their adoption of green products in the Nigerian manufacturing industry. By employing the Theory of Planned Behavior as the foundational framework, this study aims to gain a deeper understanding of the complex factors affecting the impact of green marketing on consumers’ purchase behavior while accounting for the specific cultural, economic, and social influences unique to Nigeria.

Research Question and Hypotheses
In light of the existing knowledge gap concerning the Nigerian context, this study aims to address the following research question:

RQ: How does green marketing influence consumer buying behavior in the Nigerian manufacturing industry?

To better understand the relationship between green marketing and consumer buying behavior in Nigeria, the following specific research hypotheses have been developed:

H1: Consumers’ perception and awareness of green products positively influence their willingness to purchase eco-friendly products in Nigeria.

H2: Cultural, economic, and regulatory factors specific to Nigeria significantly impact the relationship between green marketing and consumer buying behavior.

H3: Positive consumer attitudes towards green marketing practices and eco-friendly products are substantially related to higher intention to purchase environmentally friendly products in Nigeria.

H4: The subjective norms and perceived behavioral control influenced by Nigeria’s unique social context significantly shape the relationship between green marketing and consumer buying behavior.

By addressing these hypotheses and investigating the research question, this study aims to explore the intricacies of factors affecting the impact of green marketing on consumer buying behavior in Nigeria. Further, the study seeks to understand how the cultural, economic, and social context unique to Nigeria shapes consumer attitudes, subjective norms, perceived behavioral control, and, subsequently, consumer adoption of green products.


METHODOLOGY
Identification of paradigm
This study adopts a positivist paradigm, which seeks to formulate precise and quantifiable explanations based on observable empirical evidence (Creswell, 2014). Utilizing a positivist approach allows for the measurement of objective reality through numerical data, providing a scientific and empirically grounded understanding of the impact of green marketing on consumer buying behavior in the Nigerian manufacturing industry context. The adoption of quantitative methods aligns with the positivist paradigm, ensuring that the research outcomes are comparable and generalizable across populations and contexts (Bryman, 2016)

Justification of Chosen Methodology and Methods
Research Design
The decision to employ a cross-sectional survey design for this study is grounded in its ability to efficiently collect data from a large and diverse sample of participants (Bryman, 2016). This design enables the exploration of relationships between green marketing, consumer attitudes, subjective norms, perceived behavioral control, and purchase behavior within the Nigerian manufacturing industry. The cross-sectional approach also allows for the simultaneous examination of multiple variables, providing valuable insights into the intricate interplay of factors affecting consumer buying behavior in response to green marketing initiatives (Creswell, 2014).

Data Collection
To capture a representative sample of the Nigerian population’s perspectives, a self-administered online questionnaire is used as the primary data collection method. This data collection approach allows for efficient and cost-effective access to a geographically diverse sample while offering participants the convenience and flexibility to complete the questionnaire at their own pace (Bryman, 2016). The questionnaire consisted of closed-ended questions, utilizing Likert-scale items to measure respondents’ attitudes towards green products, the influence of subjective norms, perceived behavioral control, and eco-friendly purchase behaviors. This allows for the numerical measurement of participants’ responses, which can be analyzed statistically to determine the relationships between variables (Creswell, 2014). Additionally, the questionnaire includes demographic questions (e.g., age, gender, education, and income), ensuring that the analysis can account for potential variations in consumer behavior based on different population groups. Such demographic information promotes a more nuanced understanding of the factors shaping green marketing’s impact on consumer buying behavior in the Nigerian context (Bryman, 2016).

Sampling
A stratified random sampling technique was employed to ensure a representative and diverse sample drawn from the Nigerian population. This sampling strategy involves dividing the population into distinct and non-overlapping groups or strata based on geographical regions within Nigeria. Participants are then selected randomly from each stratum, resulting in a balanced representation of responses from different areas of the country (Creswell, 2014). By ensuring a geographically diverse sample, this study can account for potential variations in green marketing’s effectiveness and consumer behaviors based on regional differences (Bryman, 2016).

Data Analysis
The data collected through the online questionnaire was analyzed using the Statistical Package for the Social Sciences (SPSS). Descriptive statistics (e.g., means, standard deviations) will be calculated to present a summary of respondents’ demographic characteristics and their responses to the Likert-scale items. The comprehensive data analysis approach allows for a robust understanding of the phenomenon under investigation and contributes to the evidence base for green marketing’s impact on consumer buying behavior in developing countries like Nigeria.

Limitations of the Research Design and Potential Remedies
Despite the efficiency and strengths of cross-sectional survey designs, certain limitations need to be acknowledged. First, the self-reported nature of the data may be influenced by social desirability bias, leading participants to overstate their environmentally conscious behaviors (Bryman, 2016). To mitigate this bias, phrasing of questionnaire items should encourage honesty and minimize social desirability influence.

Second, the cross-sectional design does not allow for the establishment of causality between variables, as it captures a snapshot of the population at a particular point in time (Creswell, 2014). However, utilizing the Theory of Planned Behavior (Ajzen, 1991) provides theoretical justification for the expected relationships between variables. To explore causal relationships further, future research could employ longitudinal designs to examine changes in consumer behavior and green marketing interventions over time.

Third, the study’s generalizability may be limited due to the specific focus on the Nigerian manufacturing industry. While the findings will undoubtedly provide valuable insights into the Nigerian context, caution should be exercised when attempting to generalize the results to other industries or countries (Bryman, 2016). Researchers may consider extending the investigation to other industries or countries to explore the broader applicability of the findings.

RESULTS
Presentation and Discussion of the Analysis of the Research Data
Table 1: Descriptive statistics showing the mean score, median score and skewness Analysis for the impact of green marketing on consumer’s buying behaviour: a study of the manufacturing industry in Nigeria. (N=258) 
Demographic Information	Mean Score	Median Score	Skewness
Age	29	27	0.367
Gender	-	-	-
Education	3.18	3	-0.114
Monthly Income	58,930.40 NGN	50,000 NGN	1.435
Environmental Products	-	-	-
Importance of companies engaging in environmentally friendly practices and developing green products	3.81	4	-0.893
Willingness to pay a premium for environmentally friendly products	3.46	4	0.679
Extent to which green marketing initiatives can influence purchasing decisions	3.74	4	-0.602
Frequency of seeing advertisements or promotions related to environmentally friendly products	2.56	2	1.661
Factors influencing the purchase of environmentally friendly products	-	-	-
Environmental impact	3.78	4	-0.669
Brand reputation	3.66	4	-0.590
Product features	3.16	3	-0.033
Availability	2.77	3	0.448
Price	2.49	2	1.207
 Source: spss, see Appendix 1

The data collected the use of a questionnaire and analysed using descriptive statistics to understand the impact of green marketing on consumers’ buying behaviour in the Nigerian manufacturing industry.
The table presents the results of a study on the impact of green marketing on consumer buying behavior in the manufacturing industry in Nigeria. The data includes demographic information such as age, gender, education, and monthly income of the participants. It also includes responses to questions related to environmentally friendly products, green marketing, and factors influencing the purchase of such products.
The mean and median scores of the participants' responses are also presented in the table. The mean score for the question on the importance of companies engaging in environmentally friendly practices and developing green products was 3.81, indicating that the majority of participants considered it important. The mean score for the question on the extent to which green marketing initiatives can influence purchasing decisions was 3.74, indicating that participants believed green marketing can influence their buying behavior.
Interestingly, the mean score for the question on how often participants saw advertisements or promotions related to environmentally friendly products was 2.56, which suggests that such promotions may not be very common in Nigeria. This finding may be useful for companies looking to market green products in Nigeria.
The table also shows that the participants were willing to pay a premium for environmentally friendly products compared to non-environmentally friendly alternatives, with a mean score of 3.46. The importance of factors influencing the purchase of environmentally friendly products was also rated, with environmental impact and brand reputation being the most important factors.
Furthermore, the skewness values indicate the distribution of the responses for each question. A positive skewness value (greater than 0) suggests that the distribution is skewed to the right, meaning that there are more responses on the higher end of the scale. A negative skewness value (less than 0) suggests that the distribution is skewed to the left, meaning that there are more responses on the lower end of the scale.
For example, the skewness value for the question on the importance of companies engaging in environmentally friendly practices and developing green products is negative (-0.893), indicating that there were more responses on the lower end of the scale. On the other hand, the skewness value for the question on the willingness to pay a premium for environmentally friendly products is positive (0.679), indicating that there were more responses on the higher end of the scale.
In conclusion, this table provides important information for companies looking to tap into the Nigerian market for green products. The findings suggest that Nigerian consumers consider environmental impact and brand reputation as important factors when purchasing environmentally friendly products. Green marketing can influence their buying behavior, although such promotions may not be very common in Nigeria. Companies that invest in environmentally friendly practices and develop green products may be more successful in attracting Nigerian consumers who are willing to pay a premium for environmentally friendly products.


Discussion of Findings in Relation to the Literature Review and Limitations of Findings 
The presented data provides insights into the perceptions of participants regarding the importance of companies engaging in environmentally friendly practices and the influence of green marketing on purchasing decisions. 
The mean score of 3.81 for the question on the importance of companies engaging in environmentally friendly practices aligns with the literature review, which suggests that environmental concerns are a significant factor driving consumer purchasing behavior (Dangelico and Vocalelli, 2017). The literature review also highlights the role of green marketing in promoting eco-friendly products and practices and bridging the gap between consumers' positive attitudes towards green products and their actual purchase behavior (Leonidou, 2019). 

The mean score of 3.74 for the question on the extent to which green marketing initiatives can influence purchasing decisions is consistent with the literature review, which emphasizes the importance of effective communication through green marketing campaigns in translating consumers' pro-environmental attitudes into actual purchase behavior (Nguyen et al., 2020).

the mean score for the question on how often participants saw advertisements or promotions related to environmentally friendly products was 2.56, which suggests that such promotions may not be very common in Nigeria validates the theory of planned behaviour by (Ajzen, 1991) which emphasizes the need for intentional actions meaning that if intentional actions like consistent promotion of environmentally friendly products is carried out, then the populace will be aware of the benefits and gains associated with this products

However, it should be noted that the data presented in the table only provides a limited understanding of participants' perceptions and may not be representative of the broader population. Furthermore, the literature review suggests that cultural, economic, and regulatory conditions can influence the translation of pro-environmental attitudes into actual purchase behavior (Nguyen et al., 2020). Thus, it is important to consider the specific context of Nigeria when interpreting the data and drawing conclusions.

Overall, the presented data supports the literature review's findings regarding the significance of environmental concerns and the role of green marketing in promoting eco-friendly products and practices. However, further research is needed to explore the specific factors influencing consumer behavior in the Nigerian context and to develop effective green marketing strategies tailored to the cultural, economic, and social influences unique to Nigeria.


In 350 words, generate a comprehensive and succint conclusion to the above dissertation