EFFECT OF GREEN PRODUCT AND GREEN PRICE ON CUSTOMER’S COMMITMENT IN JOS SOUTH LOCAL GOVERNMENT AREA OF PLATEAU STATE

The growing environmental challenges facing Nigeria and the global community have heightened the need for sustainable consumption patterns. Consequently, businesses are under increasing pressure to adopt environmentally responsible practices and offer eco-friendly products, reflecting a shift toward sustainable consumer behaviour. Green marketing has emerged as a key strategic tool for organizations to appeal to environmentally conscious consumers and gain competitive advantage. However, several factors hinder the effectiveness of marketing in driving sustainable outcomes. Among the critical elements of the green marketing mix, green product and green price are considered to significantly influence consumer responses. The objective of this study was to examine the effect of green product and green price on customer commitment. A survey design was adopted and 212 copies of questionnaire were used for analysis. Data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings revealed that both green product and green price had positive and significant effects on customer commitment. This implied that green product and green price are important predictors of customer commitment. The study concluded that green product and pricing significantly enhance customer commitment. It is therefore recommended that small and medium enterprises should integrate eco-friendly materials, biodegradable packaging, and energy-saving processes into product design, while ensuring that prices reflected the environmental value of the products.