RELATIONSHIP BETWEEN DIGITAL GREEN ADVERTISING AND CORPORATE ENVIRONMENTAL RESPONSIBILITY PRACTICES IN THE NIGERIAN MANUFACTURING SECTOR

Abstract

The study examined the relationship between digital green advertising and corporate 
environmental responsibility practices in the Nigerian Manufacturing Sector. Specifically, the 
study investigated the relationship between environmental claims and cooperate environmental 
responsibility practices in the Nigerian Manufacturing Sector. It also investigated the relationship 
between transparency and engagement and cooperate environmental responsibility practices in the 
Nigerian Manufacturing Sector. Two null hypotheses were tested at 0.05 level of significance. The 
correlational survey design was adopted for the study. A sample of 210 respondents were selected 
from 70 registered manufacturing firms using purposive sampling. Data were collected through a 
structured questionnaire and analysed using Pearson Product-Moment Correlation Coefficient. 
Findings revealed a significant positive relationship between environmental claims and corporate 
environmental responsibility practices, and also between transparency and engagement and 
corporate environmental responsibility practices. The study revealed that digital green advertising, 
when conducted with sincerity and accountability is positively related to corporate environmental 
responsibility practices among Nigerian manufacturing enterprises. Based on the findings, 
recommendations were made for manufacturing firms to strengthen the credibility of their green 
advertising strategies and adopt transparent stakeholder engagement as a core element of 
sustainability communication.