ENVIRONMENTAL MARKETING ORIENTATION AND CUSTOMER PREFERENCE OF ORGANIC FOODS IN PORT HARCOURT

Abstract

This study investigated the effect of environmental marketing orientation and customer preference of organic foods in Port Harcourt. The study was guided by three (3) objectives, three (3) research questions and three (3) hypotheses. The descriptive research design was adopted for the study. The population of the study is infinite, the sample size consists of three hundred and eighty-four (384) consumers of household items in Rivers State using Krejcie and Morgan table for sample determination. However, three hundred and sixty (360) respondents that properly filled and returned their questionnaire was used for analysis. The Pearson Product Moment Correlation Coefficient (PPMC) was used to test the hypotheses at 0.05 level of significance. Findings from the study showed amongst others that there is a strong relationship between green selling and customer preference, very strong relationship between societal marketing and customer preference, strong relationship between ecological marketing and customer preference. Based on the findings, it was concluded amongst others that eco-friendly concept of organic food products should be prioritized. The government, manufacturers and retailers should work cooperatively with appropriate non-government organizations (NGOs) in the aspect of environment concern, to further promote organic food products to the consumers