Sustainable Marketing Practces and Small Medium Enterpriss (SMS) Development in Southwest, Nigeria
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Date
2025
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Department of Marketing, Faculty of Management Sciences, University of Benin, Benin City.
Abstract
In today’s rapidly evolving business environment, sustainability has transitioned from a
buzzword to a key driver of competitive advantage. This paper explored sustainable marketing
practices and SMEs development within Southwest Nigeria. In actualizing this, the paper was
anchored on two (2) objectives which were to: assess the level of perceptions of sustainable
products on the production decisions of SMEs operators in the region; analyze the impact of
sustainable marketing practices on SMEs’ revenue growth. The study employed a quantitative
approach, and purposively surveyed 386 SMEs across 5 Southwestern states (Lagos, Oyo,
Ogun, Ondo, and Ekiti), with the aid of a structured questionnaires to collect data and the data
were analyzed using regression with the aid of Statistical Package for Social Sciences (SPSS).
The results indicate that sustainable marketing practices significantly impact production
decisions among SMEs operators in the sample region. More so, it was established that
Sustainable marketing practices substantially influence revenue growth of SMEs in the region.
The study concludes that sustainable marketing practices play a crucial role in the development
of SMEs within Southwest Nigeria. It was recommended that government incentives, consumer
awareness campaigns, and industry collaboration should be provided to help SMEs overcome
barriers to sustainability.
Description
Keywords
Sustainable Marketing, SMEs, Economic Development, Revenue Growth, Southwest Nigeria, Production Decisions
Citation
Jatto, A.A, Ibrahim, W, & Akiode, M. (2025). Sustainable Marketing Practces and Small Medium Enterpriss (SMS) Development in Southwest, Nigeria. Uniben Journal of Marketing (UJM), 4(1), 84-104.