A MULTI-STAKEHOLDER APPROACH ON ECOLOGICAL MARKETING PRACTICES AND AGRICULTURAL ECONOMIC SUSTAINABILITY IN THE NIGER DELTA

Abstract

This study focuses on the ecological sustainability marketing activities of oil firms and their impact on the quality of agricultural economic well-being of oil-bearing communities in Niger Delta. The activities of oil production have an impact on the ecological marketing practice of oil firms, which is defined by activities that protect, improve, sustain and preserve the ecological system to satisfy consumers’ needs and the well-being of society. However, oil firms appear to overlook the value of agricultural economic sustainability with incessant oil pollution in Niger Delta, which destroys the flora and fauna and harms the ecosystem. The study highlights the need for efficient ecological sustainability marketing practices by oil multinational firms in Niger Delta. The research traced the inefficient ecological sustainability marketing activities to the gross neglect of societal marketing values, which ecological sustainability marketing extends. Environmental protection agencies like the Sierra Clubs, Friends of the Earth, Greenpeace, and the World Health Organization have all made public condemnation of the unethical ecological sustainability marketing practice of oil multinational firms. The study concludes that ecological sustainability marketing practices must focus on green marketing intentions of protecting, sustaining, improving, and preserving environmental values in any given society. Relatively, the economic well-being of host oil-bearing communities is significant, and the oil firms should cater to their needs. The research aims to explore the extent to which ecological sustainability marketing activities of Shell BP, Agip Oil Company, and Elf Oil Company have improved the quality of agricultural economic well-being of the oil-bearing communities in Niger Delta. The research will provide insights and guide managers in the oil industry to adopt efficient and effective ecological sustainability marketing practices to promote and sustain ecological balance