Main Article Content
Abstract
This study investigated consumer adoption of green and sustainable agro-products in Enugu State against the backdrop of the state’s ongoing agro-industrial transformation, characterised by the establishment of 260 farm estates, large-scale land banking, cassava-to-bioethanol value chains, and processing infrastructure. Specifically, it examined the role of eco-branding and marketing communications in shaping buying behaviour among urban and rural households. A descriptive survey design was employed. Using multi-stage sampling, 248 household decision-makers (124 urban, 124 rural) were selected across Enugu metropolis, Nsukka, and selected rural wards. Data were collected with a structured questionnaire (Cronbach’s α = .88) and analysed using descriptive statistics, independent t-tests, Pearson correlation, and multiple regression. Results showed moderate-to-high awareness of green agro-products (overall M = 3.61). Eco-labelling and clear sustainability claims significantly predicted purchase intention (β = .34, p < .01), while trust in marketing communications and perceived product quality were also significant predictors. Urban households scored higher on awareness and willingness to pay a green premium; rural households placed greater weight on local origin and farm-estate linkage. Jointly, eco-branding and marketing communication variables explained 31.7% of the variance in adoption intention. The study concludes that eco-branding and credible marketing communications are critical levers for translating Enugu’s supply-side agro-industrial investments into demand-side market uptake.