Green Marketing in South-South Nigeria Consumer Sustainability: The Distribution and Physical Practice on Polythene Manufacturing Companies

  • Friday Ekahe Abanyam Department of Business Education, Faculty of Education, Ambrose Alli University Ekpoma, Edo State, NIGERIA
  • Victor Attah Abanyam Agricultural Education Unit, Department of Vocational Education, Faculty of Education, University of Calabar, Calabar, Cross River State, NIGERIA
Keywords: Green marketing, Consumer sustainability, Green distribution, Green physical evidence practices, Polythene manufacturing companies


The main aim of this study was to articulate the green distribution and physical evidence practices required by polythene manufacturing companies for consumers’ sustainability in South-South Nigeria. The descriptive survey research design was adopted for the study. The study was conducted in the six States of South-South Nigeria. The population for the study was 323 comprising of 35 Marketing Lecturers, 60 Managers of polythene manufacturing companies, and 223 polythene consumers in South-South Nigeria. Due to the manageable size of the population, no sample was drawn. A structured questionnaire and focus group discussion (FGD) guide were the instruments used to collect data. The research instruments were validated by five experts. The reliability of the instruments was ascertained by the use of Cronbach Alpha reliability method. The total reliability yielded a co-efficient of 0.89, which indicated that the instruments were highly reliable. The questionnaire was administered directly to the respondents with the help of five research assistants. The data collected for this study were analyzed using mean, standard deviation and Analysis of Variance (ANOVA) statistics. The study found 18 green distribution and 17 green physical evidence practices that are highly required by polythene manufacturing companies for consumers’ sustainability. Based on the findings of the study, it was concluded that the adoption of green distribution and physical evidence practices is highly required by polythene manufacturing companies to ensure consumers’ sustainability. It was recommended, among others, that polythene manufacturing companies should maintain high ethical standard in their marketing practices in order to ensure sustainable consumption of green products.


Download data is not yet available.


Abanyam, F. E. (2019). Green marketing practices required by polythene manufacturing companies for consumer sustainability in South-South, Nigeria. An unpublished Doctoral thesis of the Depaartment of Business Education, University of Nigeria Nsukka.

Abanyam, F. E. & Onimawo, J. A. (2020). Green netnographic marketing strategy for eliminating contact research practices in Nigerian Universities: A Post-Corona virus paradox. Journal of Technology and Humanities 1(2), 1-12.

Abanyam, F. E., Ibelegbu, A. N., & Garba, H. J. (2020). Green marketing: The enviropreneur and compliance marketing approaches for predicting sustainable industries in South-South Nigeria. Vocational and Technical Education journal, 2(1), 265-272.

Abanyam, F. E., & Uwameiye, R. (2019). Green business best practices for enterprises sustainability in South-South Nigeria. International Journal of Business, Marketing and Management, 4(3), 17-24.

Asiegbu, I. F. & Powei, D. M. (2012). Sales force competence: its nature, need, and dimensions in selling contexts for sustainable economic development. Journal of Economic and Sustainable Development, 3(9), 120-128.

Aziegbe, F. I. (2017). Seasonality and environmental impact status of Polyethylene (Cellophane) generation and disposal in Benin City, Nigeria. Journal of Human Ecology, 22(2), 141-147.

Barnes, D. K. A., Galgani, F., Thompson, R. C., & Barlaz, M. (2009). Accumulation and fragmentation of plastic debris in global environments. Philosophical Transactions of the Royal Society B: Biological Sciences. 364(1526), 1985–1998.

Biloslavo, R., & Trnavcevic, A. (2009). Web sites as tools of communication of a “green” company. Management Decision, 47(7), 1158–1173.

Chabowski, B. R., Mena, J. A. & Gonzalez-Padron, T. L. (2011). The structure of sustainability research in marketing, 1958-2008: A basis for future research opportunities, Journal of the Academy of Marketing Science, 39, 55-70.

Cheruiyot, G. K., Rotich, G. & Mburu, D. K. (2014). Green supply chain management practices adoption as a solution to global environmental degradation. Prime Journal of Social Science, 3(4), 701-708.

Dahlstrom, R. (2011). Green marketing management. Australia: South-gate.

Groff, T. (2010). Bisphenol A: Invisible pollution. Current Opinion in Pediatrics. 22(4): 524–529.

Jones, P., Clarke-Hill, C., Comfort, D., & Hillier, D. (2008). Marketing and sustainability. Marketing Intelligence & Planning, 26(2), 123–130.

Kumar, P., & Ghodeswar, B. (2015). Green marketing mix: A review of literature and direction for future research. International Journal of Asian Business and Information Management, 6(3), 39-55.

Kumar S., & Rohtak G.C. (2014). Green marketing: Need of an era. International Journal of Management and Social Sciences Research, 3(9): 78–81.

Liu, W. (2010). The environmental responsibility of multinational corporation. Journal of American Academy of Business, Cambridge, 15(2), 81-88.

Martin, D., & Schouten, J. (2012). Sustainable marketing. New Jersey: Pearson Prentice Hall.

Phipps, M. L. K., Ozanne, M. G., Luchs, S., Subrahmanyan, S., Kapitan, J. R., Catlin, R., Gau, R., Walker Naylor, R. L., Rose, B., Simpson, T. & Weaver, T. (2012). Understanding the inherent complexity of sustainable consumption: A social cognitive framework. Journal of Business Research, 1, 1-8.

Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311-1319.

Pride, W. M., & Ferrell, O. C. (2013). Marketing (14th ed.). New York: Houghton Mifflin.

Rajeshkumar, M. L. (2012). An overview of green marketing. Naamex International Journal of Management Research, 2(1), 128-136.

The Chartered Institute of Marketing (2015). Marketing and the 7Ps: A brief summary of marketing and how it work. United Kingdom: Moor Hall.

Ukpong, E. C., & Peter, C. M. (2011). Material recovery from polythene recycle as an environmental pollutant in Nigeria. Continental Journal of Water, Air and Soil Pollution, 2(1), 31-41.

United Nations. (2002). Regionally based assessment of persistent toxic substances: Sub-Saharan Africa regional reports. Châtelaine: UNEP Chemicals.

Wong, F. Y. & Rashad, Y. (2015). Green marketing: A study of consumers’ buying behavior in relation to green products. Global Journal of Management and Business Research: E-Marketing, 15(5).

Zhu, Q., & Sarkis, J. (2014). Relationships between operational practices and performance among early adopters of green supply chain management practices in Chinese manufacturing enterprises. Journal of Operations Management, 22, 265–289.

How to Cite
Abanyam, F. E., & Abanyam, V. A. (2021). Green Marketing in South-South Nigeria Consumer Sustainability: The Distribution and Physical Practice on Polythene Manufacturing Companies. Journal of Contemporary Issues and Thought, 11(1), 126-140.