Keywords: advertisement, eco-labelling, green, certification, competitive.

How to Cite



The study examined the relationship between green marketing and competitive advantage of table water production in Nigeria. The objective of the paper is to investigate green marketing and competitive advantage in the production of table water in Nigeria. 227 table water companies/factory formed the sample of the study drawn randomly across Edo State, Nigeria. The study used Ordinary Least Squares (OLS) multiple regression method to analyse the data collected from respondents. The study’s findings reveal that eco-labelling had no significant relationship with competitive advantage while environmental advertising was found to be significant and positively related to competitive advantage in the table water industry in Nigeria. The study recommended that table water companies/factories should obtain eco-certification of their table water from certification agencies as well as embarking on green advertisement devoid of greenwash.

Keywords: advertisement, eco-labelling, green, certification, competitive.


Abdullah, M. A., & Abdelmo'ti, S.A. (2015). The impact of application green marketing criteria on the marketing performance. Global Journal of Management and Business Research, 1(5), 36-37. Retrieved on the 4th of August, 2017.
Ajike, E. O., Amos, N. B., & Kabuoh, M. N. (2015). Green marketing: A tool for achieving sustainable development in Nigeria. International Journal of Advanced Research in Statistics, Management and Finance, 3 (1), 1 – 14.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ali, A., & Ahmad, I. (2012). Environmental friendly products: Factors influence the green purchase intention of Pakistan consumers. Pakistan Journal of Engineering Technology Science, 2(1), 84-117.
Chang, N. J., Fong, C. M. (2010). Green product quality, green corporate image, green customer satisfaction and green loyalty. African journal of business management, 4(13), 2836-2844.
Chen, Y.S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(1), 81-92.
Delafrooz, N., Taleghani, M., & Nouri, B. (2014). Effect of green marketing on consumer purchase behavior. QScience Connect.
Elizabeth, M. O., Charlse, M., & Esther, T. A. (2015). Sustainability- competitive advantage? Proceedings of the International Conference on Operations Excellence and Service Engineering Orlando, Florida, USA.
ISO (1999). Environmental labels and declarations – type I environmental labelling – principles and procedures. Geneva, Switzerland.
Iweama, V. (2008) Attitudes of Nigerian consumers and the firms green marketing strategy towards the environment. M.Sc Research Project Presented to the Marketing Department, Nnamdi Azikiwe University Awka.
Karatu, V. M. H. & Nik K, N. (2015). Predictors of green purchase intention in Nigeria: The mediating role of environmental consciousness. American Journal of Economics. 5(2), 291-302.
Kinoti, M. W. (2011). Green marketing intervention strategies and sustainable development: a conceptual paper. International journal of business and social science, 2(23), 263-273.
Komal, N. (2015). Modeling the effects of green advertising on brand image: Investigating the moderating effects of product involvement using structural equation. Journal of global marketing, 28 (3/5), 152 – 171.
Kumar, V., Rahman, Z., Kazmi, A. A., & Goyal, P. (2013). Evolution of sustainability as marketing strategy: Beginning of New Era. Social and Behavioral Sciences, 482-489.
Low, S. P., Gao, S., & See, Y. L. (2014). Strategies and measures for implementing eco-labelling schemes in Singapore's construction industry. Resources, Conservation and Recycling, 89, 31-40.
Mishra, P., & Sharma, P. (2008). Green marketing: challenges and opportunities for business. Journal of marketing and communication, 8(1), 35-41.
Mukesh, S., Komal, M. & Rajendra, K. (2016). Consumers’ Readiness for Green Products and its effect on sustainable development. Amity Journal of Marketing, 1(1), 93–104
Narges, D., Mohammad, T., &, Bahareh, N. (2014). Effect of green marketing on consumer purchase behavior. A Qatar Academic Journal. Retrieved from 10.5339/connect.
Nkamnebe, A.D. (2009). Globalized Marketing and the Question of Development in the Sub Saharan Africa (SSA). Critical Perspectives on International Business 2(4).
Nkamnebe, A.D. (2011). Sustainability marketing in the emerging markets: Imperatives, challenges and agenda setting. International Journal of the Emerging Market, 6(3), 217 – 232.
Porter, M., (1995). Competitive advantage: Creating and sustaining superior performance. New York: Free Press.
Rahbar, E., & Abdul, W. N. (2010). Consumers’ perception of green products category: Implication of SMEs. Penang: SME and Marketing Mini Conference. .Retrieved from
Rijamampianina, R., Abratt, R., & February, Y. (2003). A framework for concentric diversification through sustainable competitive advantage, Management Decision, 41(4), 362-371.
Shahriar, R., Mahbubul, H. (2016). Eco-branding: A way to sustainable business opportunities in Bangladesh. European Journal of Business and Management, .8 (9), 14 – 15.
Singh, G. (2013). Green: The new colour of marketing in India. ASCI Journal of Management, 42(2), 52-72.
Srinivasa, R. V. (2014). Green marketing and its impact on sustainable development. International Journal of Innovative Technology & Adaptive Management, 1(5), 23-45.
Stern, P. ((2000). Toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56 (3), 7-24.
Thulasimani, P. (2012). Green Products and Green Marketing. International Journal of Research in Finance and Marketing,3, 448-453.
Yamane, Taro. (1967). Statistics: An Introductory Analysis, 2nd Edition, New York: Harper and Row.
National Agency Food Drug Administration and Control (2016). Annual Report, Abuja: NAFDAC Office. major challenges of pure water and table water business are facing in Nigeria. Retrieved on the 12th of April, 2019.
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.