INFLUENCE OF ECO-MARKETING ON CONSUMER SUPPORT FOR BLUE ECONOMY PRODUCTS’ FIRMS IN NIGERIA

Abstract

Eco-marketing has a significant influence on consumer support for blue economy products. Managing consumer support for the blue economy has become more complex due to rapid advancements in eco-marketing strategies. This study aimed to assess the influence of eco-marketing on consumer support for blue economy products. Eco-labeling and green branding were used as indicators of eco-marketing, while consumer trust and purchase intention served as proxies for consumer support. The research employed a descriptive survey approach, targeting staff from three purposively selected firms in Lagos State, Nigeria that sell blue economy products and utilize eco-marketing in their operations.The study population consisted of 500 staff members from Nigerian Fisheries Limited, Olam Nigeria, and Seafood Village Nigeria, and a sample size of 200 was drawn from this population. The formulated hypotheses were tested using z-test statistics. The findings revealed that the use of eco-labeling significantly enhances consumer trust in blue economy products(z = 8.813, p < 0.05), and green branding positively influences purchase intention for these products(z = 8.307, p < 0.05). Hence, eco-marketing was proven to positively impact consumer support for blue economy products. The findings imply that eco-marketing strategies like eco-labeling and green branding effectively boost consumer trust and purchase intentions for blue economy products. The study, therefore, recommended nesses involved in the blue economy can significantly enhance their marketing strategies by leveraging eco-labeling to build consumer trust and utilizing green branding to drive purchase intentions. This dual approach is expected to foster stronger consumer support for blue economy products.