Scholars have increasingly examined how education influences consciousness for sustainable behaviour, but studies focusing on developing economies are very few, and the role of sustainability-oriented marketing education is currently underexplored. By applying the theory of planned behaviour, this study explores the influence of sustainability-oriented marketing education on students’ consciousness for sustainable consumption. The study is a quantitative research study based on an online survey of marketing students who participated in a training/seminar programme of the National Institute of Marketing of Nigeria. The participants were drawn from three universities across the South-East and South-South zones of the country. SmartPLS structural equation modelling was applied to test the generated data. We find that sustainability-oriented marketing education influences students’ consciousness for sustainable consumption, attitude, subjective norms, and perceived behavioural control. The findings will strengthen marketing education for sustainable development, and they have implications for students’ environmental consciousness in making purchase decisions. The study also brings more insight into marketing education’s role in actualizing the United Nations’ Sustainable Development Goals in Nigeria.

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The research examined packaging attributes and consumer patronage of cosmetics in Calabar Metropolis, Cross River State. It was conducted to determine how packaging attributes influenced consumer patronage of cosmetic products in Calabar Metropolis. The study specifically explored the effect of brand name, packaging information and design of packaging wrapper on consumer patronage of cosmetics in Calabar Metropolis, Cross River State. Cross sectional survey research design was adopted and primary data were collected from 139 cosmetic consumers in Calabar Metropolis using structured questionnaire. The data collected were analyzed using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 23). The findings revealed that brand name, packaging information and design of packaging wrapper had a significant effect on consumer patronage of cosmetics in Calabar Metropolis, Cross River State. Hence, it was concluded that packaging attributes had a significant effect on consumer patronage of cosmetics in Calabar Metropolis, Cross River State. Therefore, the following recommendations were made: manufacturers of cosmetics in Calabar should strive to build strong brand names for their products by maintaining the highest level of product quality in order to enhance consumer patronage; adequate product information should be displayed on the packaging of cosmetics in order to enable consumers make informed purchase decisions; , and manufacturers of cosmetics in Calabar should consistently ensure that attractive designs are displayed on the packaging of their products in order to entice consumers to patronize.

Education and moral values influence human behaviour, including intention to engage in actions that are beneficial to the society. Increasing research effort has recently focused on sustainable human behaviour, but research that explores the role of sustainability-oriented marketing education (SME) and morality in stimulating sustainable actions, such as sustainable consumption, seems to be missing in the literature. The purpose of this research is to examine how SME and morality influence sustainable consumption intentions among university students, basing on an extended theory of planned behaviour. An online quantitative survey of Management Science students in Nigerian Universities was conducted. Data analysis was based on the SmartPLS structural equation modeling. Findings suggest that SME relates positively with all the constructs, while morality influences sustainable consumption intention and fully mediates the relationship between SME and sustainable consumption intention. However, attitude, subjective norms and perceived behavioural control emerged as non-significant determinants of sustainable consumption intention.

This study examined marketing strategies and passengers’ adoption of ride-hailing services. Its specific aim was to assess the influences of marketing communication, service quality, relationship marketing, and E-marketing strategies on passengers’ adoption of ride-hailing services. The study adopted a cross-sectional survey research design. A structured questionnaire was adapted to obtain primary data from 277 passengers of Bolt ride-hailing service, while multiple linear regression was adopted to test the hypotheses developed for the study. Consequently, the study found that relationship marketing strategy had the highest significant positive effect on passengers’ adoption of ride-hailing services, followed chronologically by E-marketing, service quality, and marketing communications. Therefore, the study concluded that marketing strategies have a significant and positive influence on passengers’ adoption of ride-hailing services. The study further made practical implications and provided an agenda for future research. Keywords: Marketing Strategies, Passengers’ Adoption, Ride-Hailing, Ride-Sharing.