Consumer environmental consciousness and brand preference in rivers state

Abstract

This study investigated consumer environmental consciousness and brand preference in Rivers State. The study sought to establish the extent to which brand sound influence repeat purchase of power generating plants, the extent to which brand heat generation influence customer referral of power generating plants and the extent which green protection determine customer loyalty of power generating plants in Rivers State.The study adopted descriptive research design. A population of 52 loyal customers of 5 different brands of power generating plants was randomly selected while 47 questionnaires were successfully retrieved for the study. Data was collected by use of questionnaire from the respondents. Three research questions were posed and three hypotheses were tested. Data were analysed using descriptive statistics (mean and standard deviation) while inferential statistics Pearson Product Moment Correlation (PPMC) was used to test the above stated hypotheses at 0.05 level of significance. The researcher utilized the Cronbach's Alpha for Reliability Statistics to arrive at 0.75 coefficient reliability, Findings revealed that there is a great correlation between brand sound and customer repeat purchase of power generating plants in Rivers state, that there is a low correlation between brand heat generation and customer referral of power generating plant in Rivers State and that there is a great correlation between green protection and customer loyalty of power generating plant in Rivers State. Consumers in Rivers State should be loyal to power generating plants that emit less carbon monoxide for green house protection