Purpose -This paper aims to highlight the imperatives for sustainability marketing (SM) adoption in the emerging markets (EMs), identifies challenges that are encumbering them from adopting SM orientation, and proposes research agenda for better understanding of the construct in the EMs. Design/methodology/approach -The paper draws from literature and experiential knowledge of the author in the EMs to address the objective of the paper. Findings -Pressure from the global market system, incidence of poverty in the EM, and unsupportive local conditions are argued to be inimical to the adoption of SM orientation in the EMs. Research limitations/implications -Given the heterogeneity of EMs, the conclusions in this paper may apply to various EMs differently. This must be borne in mind when generalizing the conclusions. Practical implications -This paper emphasizes the urgent need to modify existing public policies in EMs and to equally redirect the attention of organizations and consumers in EMs to foster sustainability behaviour as a strategic choice for development rather than seeing it as an option. Originality/value -Apart from bringing to light the imperatives and challenges of SM in EM, the paper offers a blueprint that would guide research in this area.

Purpose -With the increasing research attention given to the culture-entrepreneurship research, the need to explore the apparently neglected cultures has continued to escalate. The Nnewi culture of Anambra State in Nigeria is a culture known for high incidence of productive entrepreneurship, but unfortunately has received limited research attention. Using this as a point of departure, this paper aims to examine the influence of cultural traits of the Nnewi people that propel entrepreneurial emergence and success. Design/methodology/approach -A survey of 30 owner-managers (chief executives) and 236 top management staff (cutting across gender, class, age and religious lines) of select Nnewi indigenously owned firms were surveyed. Findings -Culture had a strong and positive impact on the entrepreneurial and managerial performance of the Nnewi people. The critical aspects of the Nnewi cultural traits that propel entrepreneurial zeal and managerial performance include prudence, individualism, innovativeness, trust, intimacy and openness in the workplace, submissive apprenticeship as well as perseverance. Furthermore, the results suggested that the "Afia Olu" and "Ikwu Aru" festivals celebrated yearly, are the basis for the industrious cultural attributes of Nnewi people. Originality/value -The paper lends an "African voice" to the culture-entrepreneurship literature by providing an empirical basis for sub Saharan African (SSA) cultures to look inwards for the purposes of identifying social values, ethos, beliefs, and practices that could propel entrepreneurship development in the same manner the Nnewi community has evolved. Overall, the paper provides an update on a decade old enterprising community -Nnewi, drawing inspiration from other native communities such as the Taos Pueblo in North America and the Kibbutz communities in Israel.

Purpose As part of the strategy to curb the rising unemployment among Nigerian undergraduates, entrepreneurship subjects were made compulsory in the curriculum of all the higher educational institutions (HEIs) in Nigeria. The idea is to trigger strong desire for enterprise creation rather than remaining job seekers among the undergraduates upon graduation. Accordingly, this paper aims to determine predictors to entrepreneurial intentions among university students in Muslim community of Northern Nigeria. Design/methodology/approach Theory of planned behaviour was extended to include compatibility and educational support. The model was empirically tested and was analysed using the partial least square structural equation modelling technique on a sample of 312 higher institution students in Zamfara State. Findings The finding shows that entrepreneurial intention is taken as a function of educational support, compatibility and perceived behavioural control. The extended model has predictive relevance, and it explained 36 per cent of variance in entrepreneurial intention. Originality/value The inclusion of compatibility has a unique effect on this study; no study has tested the effects of compatibility in entrepreneurial intention. In addition, no study has been conducted in a core Muslim state in Northern Nigeria, where most of the economic policies are Islamic-driven and unemployment rate is relatively high. In addition, no study has been conducted in the context of necessity entrepreneurship using TPB.

The role of entrepreneurship in economic development is increasingly recognized by policymakers and researchers. Entrepreneurship has been advanced as the panacea for youth unemployment and wealth creation. However, studies on the determinants of entrepreneurial intentions have been inconclusive. Building on the push-pullmooring model from the migration literature as a theoretical framework, this study provides an integrative model for predicting entrepreneurial intentions amongst young graduates. The survey data was drawn from a sample of 288 National Youth Service Corp members (NYSC) in Anambra State, Southeast Nigeria, to test the applicability of the model. The model was tested using Hierarchical regression. The result confirms the predictive ability of the PPM model on entrepreneurial intentions. Specifically, the result reveals that the pull factors (i.e, independence, autonomy, opportunities exploitation e.t.c) and the mooring variables (i.e., government support, personal attitude, self-efficacy e.t.c) significantly influence entrepreneurial intentions with the mooring variables having the most influence. Therefore, the study recommends the need for policy initiatives towards exposing these young graduates to market opportunities through a mentor-protégé arrangement with successful entrepreneurs during the NYSC programme and providing the necessary supports in the form of funding.

Purpose Islamic banking is an emerging product in Nigeria; it has evolved as a new reality in the Nigerian financial scene since 2011. Thus, the purpose of this paper is to propose a conceptual framework for the study of Islamic banking adoption behavior among bank customers in Nigeria. Design/methodology/approach This study is a literature and theoretical review of past studies to develop a comprehensive framework for the study of Islamic banking adoption behavior in Nigeria. Findings In this conceptual study, the researcher identified 12 independent variables, namely, relative advantage, compatibility, complexity, observability, trialability, uncertainty, promotional efforts, awareness, customer involvement, perceived information quality, profit/loss sharing and religiosity, as suitable variables for the study of Islamic bank adoption in Nigeria. Practical implications As Islamic banking is an innovative and unique product, which differs from conventional banking, it is hopeful that upon validating the framework, it will provide useful insight on the adoption behavior of Islamic bank customers in Nigeria. Social implications This study will be useful to Islamic banks in gaining and maintaining their existing customer, and policymakers, regulators and other relevant stakeholders will be able to strategize in accordance with their respective assignments toward the development and growth of the Nigerian financial industry. Originality/Value Most previous studies concentrated on product attributes of innovation adoption. But, this current study inculcated the consumers’ attitude and perception toward adoption of Islamic banking. Thus, the authors then propose several factors that can influence adoption of Islamic banking in Nigeria.