Sustainability Marketing Practices and Nation Building: The Case of Nigerian Beverage Firms

Abstract

Globally, the consequences of environmental pollution caused by human activities are a growing problem in the face of possible solutions being sought by individuals, corporate firms and governmental/non-governmental agencies. The purpose of the study therefore is to examine the impact of sustainability marketing practices on nation building with particular reference to selected non-alcoholic beverage firms operating in the Nigerian economy. The stratified random sampling technique was used in selecting a sample of 260 employees from selected firms in the non-alcoholic beverage industry in Lagos State, Nigeria. The cross-sectional survey research design method was employed and the statistical techniques used comprised of simple percentages, correlation and multiple regression analysis. The findings showed that sustainability marketing practices (sustainable products, sustainable effective communication and corporate collaboration) of non-alcoholic beverage firms have significant positive effect on nation building, consumers’ expectations and organizational profitability. To underpin all-round growth in the economy therefore, the study recommended that the Nigerian government need to adopt a comprehensive approach to sustainability marketing issues via regulation/control and also through the public-private partnership (PPP) in order to achieve a robust economic growth. Also, marketing firms in Nigeria should embark on a strategic rethink with more focus on areas of sustainable competitive advantages in order to meet their consumers’ expectations.