Assessing the Impact of Sustainability Marketing on Consumer Buying Decisions in Nigeria: The Intervening Role of Green Branding in Shaping Brand Perception
Abstract
This study investigated the influence of sustainability marketing, green branding, and brand perception on consumer purchase decisions among ten selected Nigerian manufacturing firms listed on the Nigerian Stock Exchange, including Dangote Cement Plc, Lafarge Africa Plc, BUA Cement Plc, Nestlé Nigeria Plc, Nigerian Breweries Plc, Guinness Nigeria Plc, Flour Mills of Nigeria Plc, Unilever Nigeria Plc, PZ Cussons Nigeria Plc, and Cadbury Nigeria Plc. The primary aim was to assess how firms’ sustainability initiatives and brand-related practices shape consumer behaviour within the Nigerian manufacturing sector. Using a structured questionnaire administered to 294 consumers, data were analysed through descriptive statistics and multiple regression analysis. Findings indicate that sustainability marketing—through environmental advertising, eco-labelling, green packaging, and corporate environmental responsibility messaging—positively influences consumer purchase decisions. Green branding further strengthens this effect by enhancing brand credibility and aligning products with consumers’ environmental values. Brand perception emerged as the most significant determinant, demonstrating that consumers consider both functional and ethical dimensions when making purchasing decisions. The results reveal a synergistic relationship, whereby sustainability marketing enhances green branding, which in turn improves brand perception, ultimately driving purchase behaviour. The study recommends that firms institutionalise sustainability marketing, embed green branding into corporate identity, and adopt policies that integrate quality, ethical conduct, and transparency to influence consumer attitudes, foster loyalty, and gain a competitive advantage. These strategies enable Nigerian manufacturing firms to meet consumer expectations and promote sustainable market growth.
Keywords
Consumer Purchase DecisionsSustainability MarketingConsumer PurchaseGreen BrandingBrand Perception
References
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