Marketing Circular Economy Practices and Consumer Perception of Recycled Products from Nigerian Manufacturers: Extended Triple Bottom Line Approach

Abstract

The research focused on analyzing the impact of marketing circular economy practices and recycled products from Nigerian FMCG producers. Survey was the research design for the study as questionnaire was used in gathering data from the respondents and a total of one hundred and seventy-nine copies of questionnaires (179) were inputted for analysis. Data analysis was conducted using PLS-SEM for the study. Accordingly, the findings of the study showed that Eco-Branding Appeal positively affect Perceived Environmental Benefit, but not significantly with positive path coefficient (β = 0.073), with statistical insignificant effect (t = 1.032, p = 0.302), while Reverse Logistic Ease was positively significant on Perceived Environmental Benefit (β = 0.354, t = 4.799, p < 0.001) which indicates that customers have an easier time identifying the environmental benefits of recycled products when they have access to simple recycling and returning procedures. The study concluded that although green branding affects consumers’ perception of the convenience of reverse logistics, but in practical term, it does not convince them of actual environmental benefits as consumers are naturally skeptical of sustainability claims made through marketing, and perceive functional sustainability infrastructure as proof of organisational integrity. The research further recommended that among others that the company should combine eco-branding with transparency of operations, by explaining how return and recycling policies are turned into concrete environmental results, closing the gap between brand love and perceived benefit.