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Exploring Gen Z’s awareness of green promotion in developing markets

PurposeThe purpose of this study is to investigate the effect of green promotion on consumer awareness among university students in Nigeria. The paper illuminates the effect of eco-friendly marketing behaviour in shaping students’ knowledge and attitude to sustainable products and behaviour from an...

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Principais autores: Ulumeh Isaac Sambo, Oladimeji Emmanuel Oludipe, Idris Adetayo Adesina
Formato: Artigo
Idioma:Inglês
Publicado em: Emerald Publishing 2025-10-01
coleção:Journal of Responsible Production and Consumption
Assuntos:
Corporate social responsibility
Consumer behaviour
Green marketing
Green promotion
Eco-labeling
Environmental ethics
Environmental sustainability
Gen Z
Green consumption
Emerging markets
Acesso em linha:https://www.emerald.com/jrpc/article-pdf/2/1/597/10428734/jrpc-12-2024-0064en.pdf
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