GREEN PRODUCT DEMAND AND BRAND PERFORMANCE: A FAST MOVING CONSUMER GOODS PERSPECTIVE
Green product demand increases as consumers become more conscious of the world's worsening environmental problems. This study investigates the impact of green product demand on brand performance. Despite the attention paid by FMCG firms in Nigeria to green product demand (green product design and green promotion), brand reputation still needs to improve. The study used a descriptive survey approach, using 121 workers from the identified firms as participants. The total sample size for the research was 121. A systematic questionnaire was used to obtain information from respondents using primary data. In addition, Cronbach's alpha and the Statistical Package for Social Sciences (SPSS) version 20.00 were used in this study to regress the data obtained from the respondents. The results show that green product demand [green product design (.01+2.24) and green advertising (.01+1.41)] had a positive and significant impact on FMCG brand performance (brand reputation) in Nigeria. Based on this finding, the study recommends that the chosen FMCG's managers and quality control department continue to use green product demand to improve brand performance. This is the new method of getting product consumers to be more patriotic by helping build a better brand reputation for the organisation. Furthermore, FMCG in Nigeria should continue to improve their green design and use green advertising to attract more customers to their product since it is favourably associated with it.
Green Product Design, Green Advertising, Brand Performance and Brand Reputation.