Assessing Consumer Awareness and Engagement in Sustainable Marketing Campaigns: Evidence from Nigeria

Abstract

This study examines the effectiveness of sustainable marketing campaigns in promoting consumer awareness and engagement concerning sustainability issues in Nigeria, focusing specifically on Lagos State. The objective of this study was to determine the level of consumer awareness and engagement and ascertain the level of influence that a sustainable marketing campaign has on consumer awareness/willingness to purchase sustainable products on the basis of gender and income. The research design employed was a descriptive survey that utilized an online survey method designed by the researcher, and the data were collected from 448 respondents representing diverse socioeconomic backgrounds in the area as a sample of the finite population with the aid of Taro Yamane. Data were analyzed using percentage analysis, independent t-tests, and one-way ANOVA. These findings indicate that consumers in Nigeria exhibit a notable level of engagement and willingness to purchase products promoted through sustainable marketing campaigns. Furthermore, the study revealed that factors such as gender and monthly income do not significantly impact consumer engagement or the willingness to buy sustainable products. Based on these results, it is recommended that continuous and robust campaigns be conducted to enhance awareness and further improve consumer willingness to purchase sustainable products, considering the wide range of consumers across various demographic backgrounds in Nigeria and the unequivocal returns on investment resulting from the effective implementation of sustainable marketing campaigns in Lagos State.