Sustainable Marketing Practices and Patronage Behavior of iPhone 13 Smart Phone

OLISE Moses C, Angela Raluchukwu Ekeh and Obinna Christian Ojiaku
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OLISE Moses C: Department of marketing, Faculty of Management Sciences, Nnamdi Azikiwe university, Awka, Anambra State, Nigeria
Angela Raluchukwu Ekeh: Department of marketing, Faculty of Management Sciences, Nnamdi Azikiwe university, Awka, Anambra State, Nigeria
Obinna Christian Ojiaku: Department of marketing, Faculty of Management Sciences, Nnamdi Azikiwe university, Awka, Anambra State, Nigeria

International Journal of Research and Innovation in Social Science, 2023, vol. 7, issue 5, 1473-1482

Abstract: This research work is on the effect of sustainable marketing on student purchase behavior of iPhone 13. Sustainable marketing is the process of the creation, communication and delivery of consumption values to the consumer with a view to meet their needs and observe the requirements of environment preservation without jeopardizing the possibilities of meeting the needs of future generations. Consumer purchase behaviour is the selection and consumption of goods and services for the satisfaction of their wants. It is also the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behavior in the marketplace when purchasing a product or service. iPhone 13 is a sustainable phone which many students use. Consumer purchase behavior and the Theory of Planned Behavior explains the relationship between some factors and human behavior, though not exhaustive. The aim of this study is to know the extent sustainable marketing affect student purchase behavior of iPhone 13, and this will be achieved using consumer attitude and green marketing tools (eco labeling, eco advertisement, eco branding) as variables to measure this study. Four hypotheses were formulated in line with the above objective. The population of the study was made up of undergraduate student of Nnamdi Azikiwe University. The sample size was calculated to be 400. A structured questionnaire was used for collecting data for this research work. Both primary and secondary data was used for clarity. Multiple regression was used to test for the effect of the sustainable marketing variables on purchase behavior (student) with the aid of SPSS version 20. The researcher tested for the level of significance and effect of sustainable marketing on students purchase behavior on iPhone. The result showed that there is a statistically significant effect of sustainable marketing on student purchase behavior of iPhone 13. Recommendation was also made.

Date: 2023
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