GREEN MARKETING: A TOOL FOR ACHIEVING SUSTAINABLE DEVELOPMENT IN NIGERIA

GREEN MARKETING: A TOOL FOR ACHIEVING SUSTAINABLE DEVELOPMENT IN NIGERIA

Author by Dr. Nneoma Amos

Language: English

Abstract

Recently, green marketing has gained a competitive advantage over other marketing strategies due to the superior role it plays in the society. This study investigated the role green marketing plays on sustaining the development of the Nation. A random sampling technique was adopted for the collection of data and of the two hundred questionnaires distributed, one hundred and seventy two responses were found useable which was analysed using the stepwise multiple regression estimates(SPSS analysis). The study revealed that Green Marketing plays a signicant role on customer's loyalty to the organisation as consumers are becoming more conscious of environmental issues and express their loyalty better to organisation that respects their right to a healthy environment. The coefcient of the multiple regression (R=0.942) showed that a very high positive relationship exist between Green marketing customer's satisfaction, customer loyalty and the organisations protability. The adjusted R( R2 = 0 .887) which implies that Green marketing accounts for about 88.7% variation in the sustainable development of a nation. It was further revealed that green marketing plays a signicant role on sustaining the development of a Nation. It is therefore recommended that organisation must be conscious of her customer's environment in order to promote sustainable development in the Nation.


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