dc.contributor.author | Njeri, Gichuhi | |
dc.date.accessioned | 2014-12-03T09:28:46Z | |
dc.date.available | 2014-12-03T09:28:46Z | |
dc.date.issued | 2014-11 | |
dc.identifier.citation | Degree Of Masters Of Science In Marketing (MSC), School Of Business University Of Nairobi | en_US |
dc.identifier.uri | http://hdl.handle.net/11295/76041 | |
dc.description.abstract | Given the growing awareness of widespread environmental degradation facing current
and future generations, environmentalism has been identified as potentially one of the
biggest business issue that corporates must address in order to promote sustainable
development. This has led to the emergence of green consumers, in a bid to drive the
green agenda. According to the Green Growth report (2011), it was widely acknowledged
that green growth and green product adoption in Kenya was less than ideal compared to
the scenario in some of its counterparts. However, the Government of Kenya has already
made progress in developing and implementing policies that promote the production and
consumption of green products.
The objectives of the study were to determine market segment characteristics that
influence the adoption of green products, establish the level to which consumers in Runda
and Nairobi Dam estates have adopted green products and to compare market segment
characteristics that influence adoption of green products among residents of Runda and
Nairobi Dam Estates. Literature was collected from various authors who focused on
market segmentation, green products as well as factors influencing green product
adoption. The research design used was a descriptive research study as it sought to
further identify market segment characteristics of consumers who adopt green products
by comparing consumers in Runda and Nairobi Dam Estates. The data was collected
through semi-structured questionnaires.
The study revealed that the respondents’ adoption of green products was influenced by
behavioural, demographic, geographic and psychographic characteristics. Regarding the
level of adoption of green products, the study revealed that 96.7 percent of the
respondents were aware of green products and had therefore purchased and used them.
On the other hand 95.0 percent of the respondents still use green products. However the
study established that Runda residents are more aware of the green products and therefore
have adopted these green products more as compared to the residents of Nairobi Dam
estate | en_US |
dc.language.iso | en | en_US |
dc.publisher | University of Nairobi | en_US |
dc.title | A comparative study on market segment characteristics that influence adoption of green products: a case of Runda and Nairobi dam estates | en_US |
dc.type | Thesis | en_US |
dc.description.department | a
Department of Psychiatry, University of Nairobi, ; bDepartment of Mental Health, School of Medicine,
Moi University, Eldoret, Kenya | |
dc.type.material | en_US | en_US |