Corporate Social Responsibility and Green Marketing Adoption in Nigeria: A Panoramic View

Abstract

Corporate social responsibility (CSR) and green marketing adoption is a twin trend that is fast becoming a global tendency amongst world economies, irrespective of socio-economic outlook. This paper pedagogically links the two concepts in the Nigeria business climes and explores, through a panoramic view the rate of adoption of CSR and green marketing in Nigeria. This study adopted an exploratory research design vis-à-vis a qualitative research approach. Based on the findings, this paper posits that corporate social responsibility in the Nigerian context is highly “localized” to reflect realities in the Nigerian socio-cultural space. However, green marketing adoption is near impossible for the average Nigerian organization; this is due in part to the enormous funds necessary for implementation of green marketing strategies in their businesses. This study therefore recommends the setting up of trust fund for companies (especially, small scale business) by government; this would give the companies the opportunity to fully develop and adopt green marketing strategy