Modeling Green Purchase Intention in Nigeria: A Conceptual Proposition
针对尼日利亚绿色产品购买率低（5%）的现状，提出一个研究模型，探讨信任、企业社会责任、环境关注、感知价值和政府监管五个因素对绿色购买意愿的影响，采用定量方法和结构方程模型分析政府员工数据。
Even though the green agenda has been launched since 1990, Nigeria still lagged behind its counterparts on green growth as indicated by the low percentage (5%) of green product purchase. This shows that there is a low level of green awareness among Nigerian consumers. Furthermore, there seems to be an absence of environmental consciousness among her citizens such as lack of green awareness, lack of trust towards green product claims, expensive green product prices, poor waste management and worsening pollution scenario. The main objective of this study is to propose a research model for determining green purchase intention in Nigeria. The literature also identifies five probable factors (trust, corporate social responsibility (CSR), environmental concern, perceived value and governmental regulations) that could be the causal factors for poor green purchase intention. The proposed methodology is the quantitative approach by collecting primary data from consumers represented by government staff at five selected government ministries. The data collected will be analyzed using structural equation modeling. The expected findings will illustrate the real factors that could affect green purchase intention which could benefit the policy makers, consumers and the marketers of green products in Nigeria.