The purpose of this paper is to examine the critical factors that shape the green purchasing behaviour (GPB) of nursing mothers in their choice of baby diapers. The study also investigates demographic influences on GPB.
Purposive and convenience sampling methods were used in selecting 150 respondents for the study. Questionnaires were administered to nursing mothers in University of Benin Teaching Hospital and Creches within Benin City, Nigeria. A total of 124 questionnaires were returned, out of which 116 (77 per cent) were found usable. The data collected were analysed using mean, factor analysis and analysis of variance.
Results reveal that environmental attitudes and perceived effectiveness of environmental behaviour are the critical predictors of GPB of nursing mothers in the selection of diapers. Age was the only demographic that significantly explain nursing mothers’ GPB.
International green marketers planning to offer baby diapers in Nigeria should seek to influence nursing mothers’ attitude by emphasizing the perceived effectiveness of their GPB. In the same vein, the municipal waste management in conjunction with the post-natal and child healthcare needs to educate nursing mothers of the danger of improper disposal and selection of non-degradable diapers.
The study is unique and seminal in nature, as it is first of its kind possibly in Nigeria to examine the GPB and environmental sensitivity of nursing mothers in the selection of baby diapers.
Odia, E.O. and Adekunle, S.A. (2017), "Green purchasing behaviour among nursing mothers", African Journal of Economic and Management Studies, Vol. 8 No. 2, pp. 147-159. https://doi.org/10.1108/AJEMS-08-2016-0116
Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited