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The mediating role of celebrity endorsement in stimulating purchases of ESG-oriented goods in Nigeria’s fast-moving consumer goods sector

Social and environmental corporate responsibility is becoming increasingly important in organizational operations and production processes. This is due to increased consumer awareness about the importance of ESG factors. Meanwhile, there is the aspect that celebrities play crucial role in influencin...

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Main Authors: Theophilus T.E. Onewo, Zhanna S. Belyaeva, Godwin Adegbile
Format: Artigo
Language:Inglês
Published: Ural State University of Economics 2025-11-01
Series:Управленец
Subjects:
consumer behaviour
esg awareness
celebrity endorsement
purchase decision
fast-moving consumer goods (fmcg)
nigeria
Online Access:https://upravlenets.usue.ru/en/issues-2025/1761
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