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- 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
- ItemEthnicity and Workplace Behaviour: An Empirical Examination of Counterproductive Work Behaviour among Employees in Niger State Polytechnic, Zungeru(UMYU Journal of Business Administration and Management, 2026-05-30) Muritala Arowolo Alao; Musa USMAN; Abdulakeem AMUZAT; Kayode Abdulganiyu AKANBI; Oseni Jiddah ABDULRAHEEMThis study empirically examines the relationship between ethnicity and counterproductive work behaviour among employees at Niger State Polytechnic, Zungeru. Drawing on Social Identity Theory, the research investigates how ethnic affiliations, social categorization, and group dynamics influence workplace deviance in a multicultural institutional setting. The study adopted a quantitative research design utilizing a survey method. Data were collected using selfadministered questionnaires from a stratified random sample of 370 academic and non-academic staff. Data analysis was performed using multiple regression analysis to test the impact of ethnicity variables including ethnic background, language diversity, group effectiveness and inter-tribal cohesion on employee counterproductive work behaviour. The results indicate a high positive correlation (r = 0.716) between ethnicity variables and counterproductive work behaviour. However, the overall model generated an aggregate significance level of 0.512, leading to the acceptance of the null hypothesis that ethnicity does not have a significant relationship with counterproductive work behaviour at the p < 0.05 threshold. While specific variables such as ethnic background, group effectiveness, and inter-tribal cohesion were all significant. The study concludes that ethnicity does not serve as a primary driver of counterproductive work behaviour within the institution. Instead, strong ethnic identities may foster benefits such as cultural respect and cross-ethnic evaluation, which can mitigate deviance. The study recommends that management promote institutional cohesion and discourage the use of unofficial languages during task execution to maintain professional communication and minimize potential social divisions.
- ItemSUSTAINABLE PRODUCT PROMOTION AND BUYING BEHAVIOUR OF GENERATION Y CONSUMERS OF COCACOLA PRODUCTS IN KWARA STATE(International Journal of Entrepreneurship Innovation and Management (IJEIM), 2026-05-18) Rafiu Orire RAHAMAN; Kayode Muhammed IBRAHIM; Muritala Arowolo ALAODespite increasing global concern for environmental sustainability, a significant gap remains between consumers' environmental attitudes and their actual green purchasing behaviour. Although firms increasingly adopt environmentally friendly marketing strategies, evidence on their effectiveness in translating environmental concern into real purchasing decisions, particularly in developing economies, remains limited. This study investigated the impact of sustainable product promotion on the buying behaviour of Generation Y consumers of Coca-Cola products in Ilorin metropolis in Kwara State, Nigeria. Using cross-sectional survey design, the data were obtained from 385 consumers of Coca-Cola through Cochran's (1977) formula which represents the infinite population of Generation Y in the study area. An adapted questionnaire was used to measure sustainable promotion and buying behaviour of products. Data was analysed with the help of descriptive statistics (mean and standard deviation) and inferential statistics (regression analysis). The results show that sustainable product promotion has positive and significant impact 2 on the buying behaviour of Generation Y consumers (R = 0.493, â = 0.702, p < 0.001), supporting the positive impact of eco-friendly marketing initiatives on consumer engagement and buying decisions. The study adds to the literature on green marketing in emerging economies and offers practical insights for firms looking to exploit sustainability as a source of competitive advantage. It is recommended that Coca-Cola and similar firms should bolster eco-friendly promotion strategies, increase consumer awareness and provide engagement initiatives to reinforce environmentally responsible purchase behaviour.