Impact of Green Product Features on Purchase Decisions for Electrical Appliances in South-East Nigerian Hotels

Abstract

The specific purpose of this study was to determine the relationship between green product features and the purchase decisions for electrical appliances in registered hotels in South-East Nigeria. The study adopted a cross-sectional correlational research design. Data were collected from a sample of 321 managers and supervisors of registered hotels using the validated “Green Marketing Practices and Consumers’ Purchase Decisions Questionnaire (GMPCPDQ).”A strong, positive, and statistically significant relationship was found between green product features and purchase decisions (r = .655, p < .001). The linear regression model revealed that green product features alone explain 42.9% (R² = .429) of the variance in purchase decisions.The tangible, verifiable attributes of a green product (energy efficiency, eco-labels) are primary determinants of procurement choices. Purchase decisions are driven by rational, evidence-based evaluations of a product's long-term financial value (ROI) rather than abstract environmentalism. The study recommends that marketers focus on communicating verifiable durability and cost-saving benefits.