Effect of Ecological Marketing on Survival of Small and Medium Enterprises in Anambra State, Nigeria


Author(s): Cosmas Anayochukwu Nwankwo & MacDonald Isaac Kanyangale

The state of small and medium-sized businesses (SMEs) is deteriorating, and the environment is irrational in a way that has led to many businesses, especially SMEs, collapsing early in their existence. In this study, the survival of SMEs in the state of Anambra was examined in relation to ecological marketing. Descriptive survey methodology was used in the study. All SMEs in Anambra State make up the study's population, and 384 people were chosen for the sample through the use of a purposive sampling technique. As a result, respondents were asked to complete a structured questionnaire. Data analysis techniques used included multiple regression analysis, exploratory factor analysis, and Pearson's correlation. Technology, sociocultural factors, and economic factors all had a positive and significant impact on the study's findings regarding the survival of SMEs. However, in Anambra State, political factors have a significant and detrimental impact on SMEs' ability to survive. In light of this, the study came to the conclusion that ecological marketing significantly affects SMEs' ability to survive in Anambra State, Nigeria. Additionally, it claimed that businesses are on the verge of extinction if they don't recognise and act quickly on the new trends and problems in their environment. However, this study recommended strengthening the regulatory framework as well as providing adequate infrastructure facilities for SMEs to survive in Nigeria.