Digital Green Marketing Adoption and Sustainable Consumption Behavior in Rivers State

HAR; Joseph Terwase; PhD

doi:10.56201/ijmcs.v10.no7.2026.pg38.48

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Digital Green Marketing Adoption and Sustainable Consumption Behavior in Rivers State

HAR, Joseph Terwase, PhD

Abstract

This study examined the relationship between digital green marketing adoption and sustainable consumption behaviour in Rivers State. The study specifically focused on two dimensions of digital green marketing: social media green advertising and eco-friendly digital content. The study was guided by two research questions and two hypotheses tested using Pearson Product Moment Correlation Coefficient at a 0.05 level of significance. A descriptive survey research design was adopted, and data were collected using a structured questionnaire titled “Digital Green Marketing and Sustainable Consumption Behaviour Questionnaire (DGMSCBQ).” The population of the study comprised adult residents of Rivers State, while a sample size of 400 respondents was selected using a multi-stage sampling technique across selected local government areas. The instrument was validated by experts and reliability was established using Cronbach’s alpha coefficient. Findings revealed that social media green advertising has a significant relationship with sustainable consumption behaviour (r = 0.621, p < 0.05), while eco-friendly digital content also shows a significant relationship with sustainable consumption behaviour (r = 0.558, p < 0.05). The study concluded that digital green marketing plays a significant role in influencing sustainable consumption behaviour among consumers in Rivers State. It was recommended that businesses intensify the use of social media platforms for green advertising and develop more informative eco-friendly digital content to promote sustainable consumption practices.

Keywords

Digital Green Marketing; Social Media Advertising; Eco-Friendly Digital Content; Sustainable Consumption Behaviour; Consumer Behaviour; Environmental Sustainability.

References

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Digital Green Marketing Adoption and Sustainable Consumption Behavior in Rivers State

Abstract

Keywords

References

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