ADOPTION OF GREEN MARKETING STRATEGIES ON CONSUMER ATTITUDES IN FAST-MOVING CONSUMER GOODS MANUFACTURING COMPANY
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Date
2026-05-03
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International Journal of Entrepreneurship Innovation and Management (IJEIM), Department of Business & Entrepreneurship, Kwara State University, Malete Nigeria
Abstract
In the contemporary manufacturing landscape, environmental sustainability has
evolved from an ethical stance into a strategic imperative. This study investigates the
adoption and effectiveness of green marketing strategies in Nigeria, focusing on
Unilever Nigeria Plc. Using a quantitative survey design, the research employed a
dual-population approach to assess both consumer attitudes and corporate
practices. The consumer sample size was determined using Godden's (2014) model
($n = 385$), while the corporate sample (n = 241) was derived from a population
of 603 managers via the Taro Yamane formula. Data from 626 respondents, selected
through stratified sampling, were analyzed using regression techniques. The
findings of the study through the simple linear regression show that attitude
significantly predicted purchase intention (â = 0.466, t(383) = 10.32, p < 0.001),
explaining 21.8% of the variance (R² = 0.218) as multiple regression showed that
observability (â = 0.372, t = 6.14, p < 0.001) and relative advantage (â = 0.147, t =
2.46, p = 0.014) positively predicted adoption, whereas complexity had a negative
effect (â = -0.120, t = -2.06, p = 0.040).The study concludes that aligning
environmental awareness with corporate execution is critical for sustainable
consumption in emerging markets. It recommends that Unilever Nigeria Plc focuses
on reducing perceived barriers (complexity) while enhancing the visibility and
tangible benefits of green initiatives. This alignment will better bridge the gap
between corporate adoption and consumer purchase behavior.
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Adebayo, A. A. (2026). Adoption of Green Marketing Strategies in Emerging Economies: A Study of Consumer Attitudes and Corporate Practices in Nigeria. International Journal of Entrepreneurship, Innovation and Management, Journal of Department of Business & Entrepreneurship, Kwara State University, Malete, 4(1), 165-184