Marketing Circular Economy Practices and Consumer Perception of Recycled Products from Nigerian Manufacturers: Extended Triple Bottom Line Approach
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Date
2026-08-02
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Al-Zaytoonah University Journal of Business (ZJJB), Al-Zaytoonah University of Jordan
Abstract
The 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
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Citation
Adebayo, A. A. (2026). Marketing 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, 2(2), 1-12