Title: The Influence of Green Marketing Strategy on Customer Advocacy: A Mediation Analysis of Perceived Green Value
Authors: COKER, Preye Robert
Volume: 10
Issue: 1
Pages: 49-62
Publication Date: 2026/01/28
Abstract:
This study examined the role of perceived green value on the link between green marketing strategy and customer advocacy in supermarket retail stores in Yenagoa, Bayelsa State. The study was anchored on the Value-Belief-Norm theory. A cross-sectional survey research design was adopted and data were collected from 480 customers, of which 257 valid responses were used for statistical analysis. The hypotheses were tested using partial correlation and multiple regression techniques. The findings reveal that eco-branding and eco-claim transparency exert significant positive influences on customer advocacy, indicating that customers are more likely to support and recommend supermarkets that communicate clear and credible environmental practices. Conversely, eco-packaging shows a significant but negative effect on advocacy, suggesting possible skepticism or dissatisfaction regarding packaging quality or authenticity. Results further show that perceived green value does not mediate the relationship between green marketing strategies and customer advocacy, implying that advocacy in this context is driven by abstract perception of value. Based on the findings, the study concludes that green marketing strategies, specifically eco-branding, eco-packaging, and eco-claim transparency have a significant influence on customer advocacy in supermarket retail stores in Yenagoa metropolis. The study recommends that Supermarkets should invest in strong and authentic green brand communication that reflects genuine environmental practices and commitments.