Sustainable marketing approaches and customer satisfaction of selected table water companies in Lagos State

Abstract

The rising worldwide focus on environmental sustainability has led to organisations incorporating green marketing in their business models which improves customer satisfaction and competitive edge. This research focuses on the relationship between the sustainable marketing approaches, especially green packaging and green product promotion on customer satisfaction in the Nigerian table water market. The research focuses on the four selected table water brands in Lagos State: CWAY, EVA, Aquafina and Nestle Pure Life. The survey design was cross-sectional, and data collection was conducted using an adapted questionnaire forconsumers of selected table water brands. Sampling techniquesapplied were stratified and simple random sampling. Cochran's formula for an infinite population was used to estimate the sample size at 385 respondents. Descriptive and inferential analyses wereutilised in the study with structural equation modelling (SEM) applied to test the hypotheses. The result revealed that green packaging and green product promotion exert positive and significant influence on customer satisfaction with path coefficients of 0.534 and 0.477 respectively (p < 0.001). The model described 79.7% of the variance in customer satisfaction which is a significant impact of sustainable marketing initiatives on consumer perceptions. The research concluded that table water companies should improve customer satisfaction by adopting environmentally friendly packaging and encouraging environmental initiatives. In practice, the findings can be applied by brand managers who want to enhance market competitiveness through more sustainable strategies.