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INTRODUCTION
In recent times, environmental concerns have turned to be a focal point for both consumers and businesses  likewise. 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 are espousing green marketing strategies to attract customers and gain a competitive edge. Nigeria, with its fast- growing population and expanding economy, represents 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. 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 refers to the promotion of products and services with environmentally friendly features, contributing to sustainable development and practices (Peattie & Crane, 2005). Companies have been adopting green marketing strategies in response to the growing environmental consciousness of consumers and the demand for products that align with their eco-friendly values (Rahbar & Wahid, 2011). Green marketing strategies can also provide a competitive edge and foster positive brand associations, resulting in increased consumer loyalty and market share (Chen, 2010). In the context of the manufacturing industry, green marketing strategies encompass a variety of initiatives, such as using eco-friendly materials, energy-efficient production processes, recyclability, and minimizing waste generation (Rahbar & Wahid, 2011). Manufacturers that adopt green marketing strategies often experience enhanced brand reputation, improved consumer loyalty, and increased market success, demonstrating the importance of this approach in today’s sustainability-driven world (Chen, 2010; Peattie & Crane, 2005).

An essential determinant of the success of green marketing initiatives is consumers’ perceptions and awareness of green products (Nguyen et al., 2020). According to the Theory of Planned Behavior (Ajzen, 1991), an individual’s behavior is preceded by their intentions, which are influenced by their attitudes towards the behavior, the relevant subjective norms, and the perceived control they have over performing the behavior. Consequently, positive consumer attitudes and increased awareness of the benefits of green products and practices are critical to translating these attitudes into actual purchase behavior (Biswas & Roy, 2015; Chen, 2020). However, research has identified a gap between pro-environmental attitudes and the actual adoption of green products, which can stem from factors such as lack of information or ineffective green marketing communication, leading to consumer skepticism or greenwashing (Biswas & Roy, 2015; Nguyen et al., 2020). As such, effective communication through green marketing campaigns is crucial to bridge the gap between consumers’ favorable attitudes towards green products and their actual purchase behaviors (Leonidou, 2019).

Environmental concerns have also become increasingly relevant in driving consumer buying behavior, with many consumers considering the ecological implications of their purchase decisions (Dangelico & Vocalelli, 2017). These concerns have led to a willingness from consumers to pay a premium for green products, which in turn has created an opportunity for businesses to cater to this demand (Dangelico & Vocalelli, 2017; Nguyen et al., 2020). Environmental concerns are predominantly driven by factors such as ecological crises, global climate change, and heightened awareness of the environmental repercussions of unsustainable production and consumption (Chen, 2020; Dangelico & Vocalelli, 2017). As such, manufacturers must recognize the significance of environmental concerns in shaping consumer purchasing behavior and strategically position their green products to capitalize on this emerging trend (Dangelico & Vocalelli, 2017). While the existing literature offers an understanding of the impact of green marketing and consumer perception on eco-friendly product adoption, most studies have been conducted in developed countries, where environmental issues may be more pronounced (Nguyen et al., 2020). Thus, there is a need for research focusing on the impact of green marketing on consumer buying behavior in developing nations, such as Nigeria. Factors such as cultural, economic, and regulatory conditions can influence the translation of pro-environmental attitudes into actual purchase behaviors and warrant further exploration.

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 & Roy, 2015; Leonidou et al., 2013). These studies have found that positive attitudes towards environmentally friendly products and practices, in conjunction with favorable subjective norms and higher perceived behavioral control, lead to stronger intentions to adopt green products and engage in eco-friendly behavior.

In the context of this study, 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 Questions and Hypotheses 
Building upon the existing literature and utilizing the Theory of Planned Behavior, this study aims to address the following research question in the context of the Nigerian manufacturing industry:
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, the following specific research hypotheses have been developed:
H1: Positive consumer attitudes towards green products and their marketing practices enhance the likelihood of purchasing eco-friendly products in Nigeria.
H2: The influence of subjective norms, such as social and cultural pressures, can significantly affect the relationship between green marketing and consumer buying behavior in Nigeria.
H3: Higher perceived behavioral control over engaging in eco-friendly purchasing behavior strengthens the positive impact of green marketing on consumer buying behavior in Nigeria.

By addressing these hypotheses and investigating the research question, this study aims to reveal the intricate interplay of factors affecting the impact of green marketing on consumer buying behavior in Nigeria, while considering the cultural, economic, and social context unique to the country.



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 will consist 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 will include 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 is 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 will be 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. Inferential statistical techniques, such as multiple regression analysis, will be employed to test the research hypotheses and assess the relationships between green marketing, consumer attitudes, subjective norms, perceived behavioral control, and eco-friendly purchase behavior (Creswell, 2014). This 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 & Discussion of the Analysis of the Research Data
The data collected through surveys and interviews were analysed using descriptive and inferential statistics to understand the impact of green marketing on consumers’ buying behaviour in the Nigerian manufacturing industry. The analysis of the data focused on three thematic codes to delve deeper into the constituents of the said impact – green awareness, attitudes, and purchase behaviour.

Initial descriptive statistics provided a general overview of the demographic profile of the participants, which included their age, gender, educational background, and environmental concern. The results indicate that a majority of participants hold a positive attitude towards the environment showcasing their heightened interest in green initiatives, products, and practices (Smith & Brower, 2012). Findings also depicted that higher-educated consumers exhibited a greater inclination towards sustainable options, corroborating earlier studies in the context of green marketing (Biswas & Roy, 2015).

Subsequently, inferential statistics, such as regression analysis, were employed to assess the relationship between green marketing practices and consumer buying behaviour. The analysis revealed a significant positive relationship between consumers’ perception of green products and their intention to purchase sustainable products (Guagnano, Stern, & Dietz, 1995). Although green marketing strategies were identified as a crucial factor in influencing consumer choices, other factors like cost, product availability, and perceived product quality were also identified to be influential factors (Joshi & Rahman, 2015).

To draw inferences from the data collected, thematic codes derived from the literature review were used. The first theme - green awareness - surfaced as an essential component in driving consumer behaviour in the Nigerian manufacturing industry. The study found that effective green marketing could lead to an increase in consumer awareness and, consequently, promote sustainable consumption (Hamid et al., 2018). This indicates the need for manufacturing companies to invest in educational and promotional campaigns that highlight their green initiatives to target and influence their prospective customer base effectively.

The second theme - attitudes - examined the participants’ underlying beliefs regarding the impact of individual environmental behaviour. Results demonstrated that the majority of respondents considered their consumption choices to be highly influential, which aligns with Ajzen’s (1991) Theory of Planned Behaviour that suggests attitudes can predict behavioural intentions. Additionally, the findings support Grankvist and Biel’s (2007) assertion that individuals with pro-environmental attitudes tend to exhibit more sustainable purchase behaviours, underscoring the importance of fostering such attitudes in target consumers.

Lastly, the third theme, purchase behaviour, discussed the direct impact of green marketing strategies on consumer decisions. Results indicated that green marketing initiatives, such as eco-labelling and green advertising, had a significant positive influence on consumers’ willingness to adopt sustainable practices and support green products (Dangelico & Vocalelli, 2017). Moreover, the findings were consistent with the proposed hypothesis, which stated that consumers’ perception of green products and marketing practices positively affects their buying behaviour.


Discussion of Findings in Relation to the Literature Review and Limitations of Findings 
The findings from this research support and expand upon the existing literature on green marketing and its impact on consumer behaviour. As previously mentioned, the study identified three primary thematic codes through which green marketing strategies could influence consumer purchasing behaviour in the Nigerian manufacturing industry: green awareness, attitudes, and purchase behaviour.

In concurrence with the literature, green awareness emerged as a crucial factor driving consumer behaviour (Peattie & Crane, 2005). The results demonstrate the importance of developing targeted educational and promotional green campaigns aimed at increasing consumer awareness of sustainable practices and initiatives. This aligns with the findings of Alniacik et al. (2011) who emphasize the role of marketing communication in shaping consumer perceptions of green products while effectively bridging the ‘attitude-behaviour gap’.

The second theme - attitudes - supports the theoretical framework that was adopted for the study, Ajzen’s (1991) Theory of Planned Behaviour. According to this theory, a person’s attitude towards a behaviour plays a significant role in determining their behavioural intentions. By establishing a connection between pro-environmental attitudes and purchase behaviour, the findings echo the assertions of Grankvist and Biel (2007) while reinforcing the need to adopt strategies aimed at fostering favourable attitudes towards sustainability within the target audience.

Lastly, the theme of purchase behaviour captures the direct influence of green marketing strategies on consumers’ buying decisions. The significant positive influence of eco-labelling and green advertising on purchasing behaviour, as highlighted by this research, corroborates the findings of earlier studies conducted by Dangelico and Vocalelli (2017) and del Río-González (2005). These results signify the importance of crafting comprehensive green marketing campaigns that effectively inform and persuade consumers to opt for environmentally-friendly options.

Nevertheless, the study has some limitations that need to be recognized. First, the research employed a relatively small sample size, which may have an impact on the generalizability of the results. The findings represent the opinions and perceptions of a selected group and may not necessarily encapsulate the entire consumer audience in Nigeria’s manufacturing industry. Future research could consider a larger and more diverse sample, adding more validity to the findings and enhancing generalizability.

Second, the study solely focused on the Nigerian manufacturing industry, implying that the insights gained may not be applicable across various national contexts or industries. For a more thorough understanding of the scope and impact of green marketing strategies, it is essential to extend the research to other countries and sectors, allowing for cross-comparisons and a comprehensive understanding of consumer behaviour in various contexts.

Lastly, the present research focused primarily on the influence of green marketing strategies on consumers, without delving into the potential barriers to green consumption, such as cost-sensitive behaviour, lack of information access, and limited product availability. Future studies could investigate these inhibiting factors further and evaluate measures employed by organizations to overcome them.

Despite these limitations, the present study contributes significantly to the existing body of knowledge on green marketing and consumer behaviour, focusing on the insights from the Nigerian manufacturing industry.




CONCLUSION
The current research project sought to explore the impact of green marketing strategies on consumers’ buying behaviour in the Nigerian manufacturing industry. For this, the study evaluated  existing body of knowledge on green marketing strategies, consumer perception and awareness of green products, and the role of environmental concerns in consumer buying behaviour. The theoretical underpinning was derived from Ajzen’s (1991) Theory of Planned Behaviour, which emphasizes the significance of attitudes, subjective norms, and perceived behavioural control in predicting behavioural intentions.

The research utilized a positivist paradigm, employing a descriptive and correlational research design to gather data through surveys and interviews with a stratified random sample from the Nigerian manufacturing industry. The findings revealed a significant positive relationship between green marketing strategies and consumer buying behaviour. Additionally, three influential factors were identified – green awareness, attitudes, and purchase behaviour – which aligned with the literature review and theoretical framework. The research also corroborated the hypothesis that consumers’ perception of green products and marketing practices positively affect their buying behaviour.

The implications of this research have both academic and practical relevance. Academically, the study enriches the existing literature on green marketing and consumer behaviour, particularly in the context of Nigeria’s manufacturing industry. It provides insight into the direct and indirect impact of green marketing strategies on consumer decisions and identifies potential avenues for future research. Practically, this research offers valuable implications for organizations in the manufacturing sector seeking to adopt sustainable practices while influencing consumer behaviour. The emphasis on green awareness highlights the need for effective communication and education strategies that can enhance consumers’ understanding of sustainability and motivate them to make eco-friendly choices. Similarly, fostering positive attitudes towards green practices and products by utilizing persuasive marketing techniques like eco-labelling and green advertising can significantly improve consumers’ buying behaviour.

However, it is essential to acknowledge the study’s limitations such as the relatively small sample size and the focus on a single industry within Nigerian manufacturing. Future research could address these limitations by employing a more extensive and diverse sample, as well as exploring different industries and geographical contexts. Additionally, future studies might explore barriers to green consumption and strategies undertaken by organizations to mitigate these challenges.