A synthesis of green marketing concept as a recipe for healthy environment in Nigeria

Abstract

Environmental issues influence virtually all human endeavours consequent upon which green issues are incorporated into marketing literature. As a society becomes more concerned with the natural environment, marketers start to modify their behaviour as a response to address the new concerns. In Nigeria, because of consistent failure of governments to provide portable water, there is proliferation of bottled/sachet water outfits. This led to increased consumption of the product and throwing the nylon empties all over the place thereby causing environmental pollution. The paper examines green marketing using personal observations, interviews and library research with a view to finding out whether its principles can be applied as a solution to the problem. The paper establishes that green marketing if properly exploited can serve as a solution to the vulnerable and volatile environmental situation we are in. The paper therefore recommends that government should provide the enabling environment and structure for eco-friendly bottled/sachet water production in Nigeria. Governments should also be mounting seminars and workshops to reorient the citizenry on the importance of proper refuse disposal and the implications of littering of our environment with disposable nylon containers.

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