Friday Alapa Inalegwu (PhD)1*; Ugbe Alexander Ugbe (PhD)2; & Terkaa Felix Alakali 3
1Department of Management, Nigerian Army University Biu, Borno State.
2Department of Business Administration, Prince Abubakar Audu University, Anyigba,
Kogi State.
3Department of Business Administration, Enugu State University of Science & Technology (ESUT), Enugu.
Email Address: [email protected])*/ [email protected]
Abstract
The study investigated the effect of eco-friendly marketing approaches on the long-term viability of small and medium-sized manufacturing enterprises (SMEs) in north-central region, Nigeria. The study employed a cross-sectional survey methodology for data collection. It comprised 397 respondents selected from a total of 48,440 registered SMEs across three areas: Benue and Nasarawa states, and the Federal Capital Territory (FCT) of Abuja. The researchers applied Bowley’s proportional allocation formula to determine the sample size. Data was gathered using a structured questionnaire featuring a five-point Likert scale. The research team conducted both descriptive and inferential statistical analyses, with a focus on multiple linear regression to evaluate the hypotheses. These analyses were performed using SPSS software, version 25.0. The findings revealed that several green marketing strategies had a significant positive effect on the sustainability of manufacturing SMEs in the studied area. Specifically, the development of environmentally conscious products, strategic placement of these products and eco-friendly promotional efforts were found to be particularly impactful. Interestingly, while green pricing strategies showed some benefits, their impact on SMEs sustainability was not statistically significant in this context. Based on the findings it was therefore recommended among others that manufacturing SMEs in north-central Nigeria should prioritize the creation and marketing of products that reduce ecological harm, that is; products and services that are ecologically beneficial and could promote sustainable business growth.
Keywords: Green marketing mix, business sustainability, manufacturing firms, small and medium enterprises.