INFLUENCE OF GREEN MARKETING STRATEGIES ON CONSUMER ADOPTION OF RENEWABLE ENERGY PRODUCTS IN IMO STATE

The adoption of renewable energy products in developing regions depends not only on technological availability but also on effective marketing strategies that shape consumer awareness and behaviour. In Imo State, Nigeria, green marketing has increasingly been used to promote renewable energy solutions such as solar panels, inverters, and energy-efficient appliances; however, adoption levels remain uneven. This study examined the influence of green marketing strategies on consumer adoption of renewable energy products in Imo State. A descriptive survey research design was adopted, and data were collected from 250 respondents, comprising consumers and stakeholders in the renewable energy sector, using a structured questionnaire titled Green Marketing Strategies and Consumer Adoption Questionnaire (GMSCAQ), out of which 230 were valid for analysis. The instrument yielded a reliability coefficient of 0.89. Data were analyzed using descriptive statistics and Spearman Rank Order Correlation Coefficient at a 0.05 level of significance. The findings revealed that green marketing strategies significantly influence consumer adoption of renewable energy products. Additionally, specific green marketing practices such as green advertising, eco-labeling, corporate social responsibility initiatives, and product demonstrations were found to have a strong positive relationship with consumer adoption. The study concludes that effective and credible green marketing strategies play a vital role in encouraging the adoption of renewable energy products and supporting sustainable energy development in Imo State. It recommends that renewable energy firms and government agencies strengthen transparent marketing practices, consumer education, and regulatory support to enhance adoption outcomes.