The Effect of corporate environmental initiatives on consumer purchasing behavior within the beverage sector in Nairobi County

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dc.contributor.authorAbuya, L. S. A.
dc.date.accessioned2025-11-04T12:42:15Z
dc.date.available2025-11-04T12:42:15Z
dc.date.issued2025
dc.descriptionFull - text undergraduate research project
dc.description.abstractThis research project investigated the impact of corporate environmental initiatives (CEIs) on consumer purchasing behavior within Nairobi County's beverage sector. As global environmental concerns continue to rise, companies have adopted sustainable practices to enhance their brand image and meet evolving consumer expectations. The study employed a mixed-methods approach, integrating quantitative and qualitative data to evaluate consumer awareness of CEIs, their influence on perceptions, and their effect on purchasing behavior. Using theoretical frameworks such as the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Diffusion of Innovations (DOl), the findings revealed that consumer attitudes, subjective norms, and perceived behavioral control significantly influence purchasing decisions. The study showed that while awareness of CEIs among Nairobi's urban consumers is moderate, there is a positive correlation between awareness and purchasing behavior, with younger, more educated consumers being the most responsive. Key conclusions indicate that businesses implementing visible and impactful environmental initiatives can enhance consumer trust, loyalty, and brand perception. Recommendations include increasing transparency, educating consumers on CEIs, and incorporating sustainability efforts into marketing strategies. Policymakers are encouraged to establish regulations that promote corporate sustainability practices while incentivizing compliance. Study limitations included time constraints, a focus on urban consumers, and challenges in accessing detailed company data. Nonetheless, the project provides actionable insights for businesses seeking to align sustainability with profitability and contributes to the broader discourse on corporate environmental responsibility.
dc.identifier.citationAbuya, L. S. A. (2025). The Effect of corporate environmental initiatives on consumer purchasing behavior within the beverage sector in Nairobi County [Strathmore University]. http://hdl.handle.net/11071/15821
dc.identifier.urihttp://hdl.handle.net/11071/15821
dc.language.isoen
dc.publisherStrathmore University
dc.titleThe Effect of corporate environmental initiatives on consumer purchasing behavior within the beverage sector in Nairobi County
dc.typeThesis
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