Vocational and Technical Education Journal

The general purpose of the study was to predict the relationship between enviropreneur marketing approach, compliance marketing approach of green marketing, and sustainable industries in SouthSouth Nigeria. The study adopted a descriptive survey research design and was conducted in the six States of South-South, Nigeria. The population for the study was 330 made up of 165 marketing lecturers and 165 managers of registered manufacturing companies in South-South Nigeria. No sample was adopted due to the manageable size of the population. Two researcher-made instruments were used for data collection in this study. These were Green Marketing Questionnaire (GMQ) with 36 items and Sustainable industries Scale (CSS) with 25 items. The instruments were structured on a four response options of Strongly Agree (SA), Agree (A), Disagree (D), and Strongly Disagree (SD) with values of 4, 3, 2, and 1 respectively. The instruments were face-validated by five experts and were subjected to reliability test. Cronbach Coefficient Alpha method was used to analyze the data obtained from the two instruments. The results of the reliability estimate were 0.90 and 0.82 respectively for the two instruments. The data collected for the study was analyzed using mean, standard deviation and linear regression statics. It was found that enviropreneur and compliance marketing approaches of green marketing predict sustainable industries in South-South Nigeria. Based on the findings of the study, it was recommended amongst others that manufacturing companies adopting green marketing should provide ecological products which would not harm the environment but protect I by adopting enviropreneur and compliance marketing approach of green marketing, for sustainable industries.

Open Full Text (PDF)