Browsing by Author "Sama, Baba Alain"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- The impact of environmentally friendly FMCG on willingness to pay and brand loyaltyPublication . Sama, Baba Alain; Rajsingh, PeterThis dissertation discusses the dynamics of environmentally friendly Fast-Moving Consumer Goods (FMCG) and their influence on consumer Willingness to Pay and brand loyalty. Positioned within the domain of strategic marketing, the research endeavours to uncover the ways in which environmentally friendly offerings shape consumer behaviour and purchasing decisions. With sustainability emerging as a pivotal determinant in contemporary consumer choice, this study sheds light on the strategic imperatives for firms operating in a fiercely competitive market landscape. Employing a quantitative research approach, this study's data were gathered through an online survey. The survey instrument was designed to capture pertinent insights into consumer preferences and perceptions regarding environmentally friendly FMCG. By analysing this data, through descriptive statistics and hypothesis testing, the study sheds light on the intricate interplay between brand experience, Willingness to Pay and brand loyalty with environmentally friendly FMCG as a moderating impact. Findings from the research highlight the significance of environmental considerations in shaping consumer preferences and purchasing behaviours, which are evaluated in the discussion. Overall, the thesis provides valuable insights for marketeers aiming to align their marketing strategies with evolving consumer preferences towards sustainability and provides future research directions.