Role of Green Products on Consumer Buying Behavior in 4-5 Star Restaurants in Nairobi County, Kenya
Abstract
A green product refers to products manufactured by using technology that is friendly to the environment and has no environmental hazards. Consumer buying behavior refers to the activities and experiences of restaurant guests who engage in purchasing, consuming and disposing of goods and services. The purpose of this study was to determine the role of green products on consumer buying behavior in 4-5- star restaurants in Nairobi County, Kenya. The study adopted a descriptive survey design where a sample size of 19 restaurants were sampled in Nairobi County. Data collection techniques were questionnaires, observation schedules and secondary data sources which were newspapers, articles and Tv programmes. Qualitative data was coded, analyzed using NVIVO for easier analysis. Quantitative data was analyzed using SPSS with levels of significance established using paired tests with a cut-off point of p being < or =0.05 at 95% confidence and significance levels. The findings showed an R2= 18%, df=1 and p=0.001<0.05 indicating that indeed green products have a positive significant effect on consume buying behavior in 4-5-star restaurants in Nairobi County, Kenya. This implies that consumer buying behavior is influenced by green products in 4-5-star restaurants in Nairobi County.
Key Words: Green Product, Green Consumer Buying Behavior and Environmental Sustainability
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