Consumer awareness, practices and purchasing behavior towards green consumerism in Kenya

Sustainable consumption and production are related to maximizing natural resource use while minimizing waste generation reduce the environment's negative impacts. There has been limited research on consumer approaches Kenya's environmental concerns, their behaviours remain unknown. This study sought assess Kenyan consumers' knowledge of green products, sustainable practices (SCP), eco-labels influence purchasing decisions. A semi-structured questionnaire was administered 205 participants randomly selected in five constituencies within Nairobi County. The consumer's educational level significantly (p<0.01) correlated with (39%) as compared 61% who not aware SCP practices. However, different (p=0.76) among male female respondents. prices (86.3%) product quality (79.5%) were most considered during purchase than only 40% consumers preferred environmentally friendly products purchase. Even though 27% agreed that eco-labelling plays a key role when (70%) respondents would buy if credentials emphasized. respondents' trust levels (c2 = 5.89, p=0.47) regardless 5.51, p=0.99), high costs (69.8%), lack adequate information (44.4%), unavailability (39.5%) primary constraints buying products. While activists found be important (66.1%) sources information, increased awareness (98%), education (90.7%), provision monetary incentives (78%) help promote production. In conclusion, there is need for creating more horticultural food sensitize public consumerism.