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- ItemSUSTAINABLE PACKAGING INNOVATION AND CUSTOMER EXPECTATIONS IN FAST MOVING CONSUMER PRODUCTS MANUFACTURING FIRMS(Indonesian Marketing Journal, Faculty of Economics and Business, Universitas Pelita Harapan, Indonesia, 2026-09-28)The research sought to investigate the influence of sustainable packaging innovation and customer expectations of fast-moving consumer goods by Unilever Nigerian Group of companies in selected retailers in Lagos state. In the current investigation, survey method was adopted as questionnaires were distributed among three eighty-four respondents (384) while two hundred and seventy-two (272) were finally retrieved for analysis. Regression analysis was utilized to analyze the data gathered in the study. As such, the results of the study indicate that there is a positive yet statistically insignificant regression coefficient between sustainable packaging innovation and customer expectation. It implies that even though customer expectation increases slightly with improvements in sustainable packaging innovation, this relationship is insignificant. The constant reveals that without any sustainable packaging innovation, consumers have high expectations anyway. This research shows that the existence of the gap between the attitude and the behaviour, high consumer expectations irrespective of sustainable packaging innovation, the absence of clear communication about sustainability, and the importance of functional features of packaging instead of symbolic ones are the possible explanations of the phenomena. It is suggested that Unilever needs to move from the approach where only innovation of packaging is carried out to more general communication strategies of sustainability implementation. As sustainable innovations do not lead to increased consumer expectations, these must be made evident to the customer.
- ItemEthical Entrepreneurship and Sustainable Development Goals (SDGS): Evidence from Nigerian Entrepreneurial Ecosystems(. Electronic Journal of Business and Management (EJBM), Asia Pacific University of Technology & Innovation (APU), Malaysia, 2026-09-09) Adebayo Adeyemi AbdulwasiuEthical entrepreneurship has become an important lever for fostering sustainable development because it combines economic, social, and environmental responsibilities in business operations. Despite flourishing entrepreneurial ecosystems in Nigeria, there is limited empirical evidence on how these ecosystems foster ethical entrepreneurial actions that contribute to the Sustainable Development Goals (SDGs). This study investigated the impact of ethical entrepreneurship on SDG achievement in Nigerian entrepreneurial ecosystems, focusing on business integrity, fairness in business transactions, moral standards, and legal standards. Grounded in Stakeholder Theory and Sustainable Entrepreneurship Theory, the study employed a quantitative cross-sectional survey design. Data were collected through a structured questionnaire from 284 owners and managers of Agro-Allied small and medium-sized enterprises (SMEs) in Kwara State, Nigeria, selected through a multistage sampling procedure. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4. The results indicated that business integrity (β = 0.220, p < 0.001), fairness in business transactions (β = 0.281, p < 0.001), and moral standards (β = 0.424, p < 0.001) had significant positive effects on SDG achievement, whereas legal standards had a positive but statistically insignificant effect (β = 0.010, p = 0.867). The model explained 75.7% of the variance in sustainable development outcomes (R² = 0.757), indicating strong explanatory power. The study concludes that voluntary ethical principles, particularly moral standards, fairness, and business integrity, are more influential in promoting sustainable development than legal adherence alone. It recommends that entrepreneurs, policymakers, and entrepreneurship support institutions strengthen ethical leadership, stakeholder fairness, and integrity-based business practices to accelerate SDG achievement within Nigerian entrepreneurial ecosystems.
- ItemConsumer Trust and Ethical Marketing Claims in Alliance-Branded Products: A Study of Nigerian Fast-Moving Consumer Goods Manufacturing Companies(AKSU Journal of Management Sciences (AKSUJOMAS), Faculty of Management Sciences, Akwa Ibom State University, Obio Akpa Campus., 2026-07-17) Adebayo Adeyemi AbdulwasiuThis research is to investigate the impact of ethical marketing claims on consumer trust in alliance-branded products in Nigerian Fast-Moving Consumer Goods (FMCG) manufacturing companies. The growing usage of alliance branding and ethical marketing is increasing the demand to examine if ethical claims really affect consumers’ trust in alliance brands. The research was quantitative and cross-sectional surveys were used. This study used primary data obtained by way of structured questionnaires administered to consumers of alliance branded FMCG products in selected commercial cities in Nigeria applying the multistage sampling technique. A total of 274 valid responses were retrieved and analysed using IBM SPSS Statistics Version 29 from the 385 questionnaires distributed. A simple linear regression analysis was conducted to test the hypothesis at 5% level of significance. Results: The result showed no statistically significant relationship between ethical marketing claims and consumer trust (R = 0.020, R² = 0.000, F = 0.106, p = 0.745), signifying those ethical claims did not significantly affect consumers' trust in decisions alone. It is the Nigerian consumers who are now holding the view that they are looking for genuine, clear and verifiable ethical actions and not just about promotional ethical messages. It should be suggested for the FMCG companies to increase transparency through third-party certification, sustainability reporting based on evidence, adherence to regulations and ethical actions on a compliance to improve the credibility of alliance-branded product and to sustainable trust of consumer. The study adds to ethical marketing and alliance branding literature by showing that trust derived from credibility and observable ethical actions, rather than ethical claims, is a more powerful influencer of consumer trust in the context of emerging markets
- ItemConsumerism Activities and Brand Equity: An Empirical Analysis of Selected Fast-Moving Consumer Goods (FMCG) Manufacturing Companies in Nigeria(2026-08-01) Adebayo Adeyemi Abdulwasiu; Ajayi, E. O; Olowookere, M. T.This study examined the effect of Consumerism Activities and Brand Equity: An empirical Analysis in Nigerian fast-moving consumer goods sector with Unilever Nigerian Group of companies as a case study. Survey design was used for the study as data were collected using questionnaires administered on a sample of two hundred and fifty-nine questionnaires (259) received from respondents. The data analysis for the study was undertaken through PLS-SEM. Accordingly, the findings of the study revealed perceived Consumer Right Awareness positively influence the brand loyalty of the consumers of Unilever Group of companies with beta (β = 0.616), t-statistic (t = 17.813) and p value (p = 0.000), while regulatory compliance also has positive and significant relationship with product quality (β = 0.466), t statistics (t = 10.081) and p value (p = 0.000). The study concluded that empowering consumers and adhering to regulations serve as strategic catalysts that transform transparency and legal standards into competitive assets for loyalty and quality. By leveraging these benchmarks as internal controls, firms minimize operational errors while fostering secure, long-term consumer commitment. The study recommends that Unilever should prioritize consumer education and transparent rights policies fosters long-term brand retention and market growth by transforming informed customers into strategic assets. Similarly, integrating regulatory compliance into early production stages secures product reliability and elevates overall market performance through standardized quality excellence.
- ItemMarketing Circular Economy Practices and Consumer Perception of Recycled Products from Nigerian Manufacturers: Extended Triple Bottom Line Approach(Al-Zaytoonah University Journal of Business (ZJJB), Al-Zaytoonah University of Jordan, 2026-08-02) Adebayo Adeyemi AbdulwasiuThe research focused on analyzing the impact of marketing circular economy practices and recycled products from Nigerian FMCG producers. Survey was the research design for the study as questionnaire was used in gathering data from the respondents and a total of one hundred and seventynine copies of questionnaires (179) were inputted for analysis. Data analysis was conducted using PLSSEM for the study. Accordingly, the findings of the study showed that Eco-Branding Appeal positively affect Perceived Environmental Benefit, but not significantly with positive path coefficient (β = 0.073), with statistical insignificant effect (t = 1.032, p = 0.302), while Reverse Logistic Ease was positively significant on Perceived Environmental Benefit (β = 0.354, t = 4.799, p < 0.001) which indicates that customers have an easier time identifying the environmental benefits of recycled products when they have access to simple recycling and returning procedures. The study concluded that although green branding affects consumers’ perception of the convenience of reverse logistics, but in practical term, it does not convince them of actual environmental benefits as consumers are naturally skeptical of sustainability claims made through marketing, and perceive functional sustainability infrastructure as proof of organizational integrity. The research further recommended that among others that the company should combine eco-branding with transparency of operations, by explaining how return and recycling policies are turned into concrete environmental results, closing the gap between brand love and perceived benefit