A Systematic Review of Nigerian Articles on Sustainable and Green Marketing and Consumer Behavior

Authors

  • Oluwakemi E. Akerele-Popoola, Segun Ademola Adegboyega, and Eriododo Lovingkindness Binuyo Landmark University

Abstract

The world is changing as more thought is now being given to the environment and how our actions affect the sustainability of the environment and life. As a result, eco-friendly products are in high demand and more companies are held accountable for their actions that damage the eco-system. Seeking to meet the demand for environmental sustainability, Nigerian companies have embraced green and sustainable marketing solutions. To this end, this paper examines the concept of green and sustainable marketing, interrogate the level of awareness and practice of green and sustainable marketing among Nigerian firms, and assess the marketing strategies employed as well as how this practice affects consumer behaviors in purchasing and using eco-friendly products using systematic literature review method. A total of 20 empirical works published between 2018 and 2024 by Nigerian authors were selected following purposive sampling technique and used for this systematic review using PRISMA guidelines. Findings demonstrate that there is increasing awareness about green products and green marketing among Nigerians firms especially the oil and gas sector and the consumers.

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Published

2024-12-30

How to Cite

Oluwakemi E. Akerele-Popoola, Segun Ademola Adegboyega, and Eriododo Lovingkindness Binuyo. (2024). A Systematic Review of Nigerian Articles on Sustainable and Green Marketing and Consumer Behavior. Journal of Mass Communication Department, Dept of Mass Communication, University of Karachi, 31(2). Retrieved from http://jmcd-uok.com/index.php/jmcd/article/view/392