SUSTAINABILITY MARKETING PRACTICES AND CONSUMPTION PATTERNS OF NON-ALCOHOLIC BEVERAGES IN RIVERS STATE, NIGERIA

This study examined the relationship between sustainability marketing practices and the consumption patterns of non-alcoholic beverages in Rivers State, Nigeria. Specifically, it investigated how green packaging, consumer education, and energy efficiency relate with consumer satisfaction and repeat patronage. Anchored on stakeholder theory, the study adopted a correlational research design and employed structured questionnaires to collect data from a sample of 120 respondents across selected local government areas in Rivers State. The data collected were analyzed using Pearson Product Moment Correlation (PPMC) to test six hypotheses. Findings revealed a significant positive relationship between green packaging and both consumer satisfaction and repeat patronage, indicating that environmentally friendly packaging influences consumers’ perception of quality and brand trust. Similarly, the study found a significant relationship between consumer education and consumer satisfaction, as well as repeat patronage. This suggests that when consumers are informed about a company's sustainable practices, they are more likely to support the brand consistently. Additionally, energy efficiency was found to have a significant relationship with consumer satisfaction and repeat patronage, emphasizing the growing consumer awareness of and appreciation for energy-conscious production processes. The study concludes that integrating sustainability into marketing practices is not only ethically necessary but also strategically beneficial for long-term brand success in the non-alcoholic beverage sector. It recommends that beverage companies should prioritize biodegradable, recyclable, or reusable packaging materials to appeal to environmentally conscious consumers and enhance satisfaction and loyalty. The implications of this study extend to policy makers, marketers, and environmental advocates, suggesting that organizations in the non-alcoholic beverage industry must recognize sustainability not merely as compliance, but as a value-added strategy that can drive competitive advantage and consumer loyalty.