BIODEGRADABLE PACKAGING AND CONSUMER BUYING BEHAVIOUR OF FAST-MOVING CONSUMER GOODS IN AKWA IBOM STATE, NIGERIA

Abstract

The purpose of this study was to investigate the effect of biodegradable packaging on the purchasing behaviour of consumers of fast-moving consumer goods (FMCGs) in Akwa Ibom State, Nigeria. Biodegradability, recyclability and reusability were the proxies that were taken into consideration. Three hypotheses were developed. A survey research methodology was used, and the convenience sampling approach was followed to select 384 respondents from the fast-moving consumer goods industry in Akwa Ibom State. Data were analyzed using descriptive and inferential statistics, and the simple linear regression analysis was used to test all hypotheses at 0.05 level of significance. It was found, from the findings that biodegradability, recyclability and reusability all had positive and significant effect on the purchasing behaviour of consumers of FMCGs. Consumer purchasing behaviour of FMCGs in Akwa Ibom State was found to be significantly and positively influenced by biodegradability, recyclability and reusability.   One of the recommendations was that businesses should highlight the degradable nature of packaging through clear labeling and emphasizing its environmental benefits using certifications from environmental organizations to build credibility. While consumers education is necessary on how degradable packaging reduces waste and supports a cleaner environment.