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VOL. 12, ISSUE 11 (2025)
Sustainable marketing: Cojoint of ethical production and consumption
Authors
Nwankwo Nwabueze Luke, Ngwoke Oliver Uzonna, Opara Nkechinyerem Aku
Abstract
The study xtrayed the attainment of
sustainable marketing as a combination of ethical production and consumption.
It argues that ethical production and consumption are the two sides of
attaining sustainable marketing and that one without the other is a misfit. The
study was conducted in Enugu metropolis among the marketing academics and
practicing marketers. A sample of 300 was selected from all the tertiary
institutions in the metropolis that offer marketing and all registered firms
that has marketing as a department. Data was collected with questionnaire
designed in likert five-point scale, analysis was with descriptive statistics.
Results revealed that sustainable marketing is attainable when firms adhere to
ethical production practices with a positive variation of 0.6913. Also, ethical consumption practices contribution to
sustainable marketing had a positive variance of 0.4174. the researcher
therefore concluded that ethical production and ethical consumption are the two
factors that can guarantee sustainable marketing. The researcher recommended
the inclusion of sustainability marketing ideals in the curriculum of study in
secondary and tertiary educational levels to inculcate ethical
ideals on the students.
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Pages:132-137
How to cite this article:
Nwankwo Nwabueze Luke, Ngwoke Oliver Uzonna, Opara Nkechinyerem Aku "Sustainable marketing: Cojoint of ethical production and consumption". International Journal of Multidisciplinary Research and Development, Vol 12, Issue 11, 2025, Pages 132-137
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