Sustainable Marketing Practices and Customer Patronage Consumerism in Ilorin, Nigeria

Amidst growing environmental concerns and the global transition toward renewable energy,
businesses must integrate sustainability into their marketing strategies to meet consumer
expectations and build brand trust. However, challenges persist in ensuring perceived relevance,
aligning social responsibility with consumer needs, and fostering environmental awareness that
translates to perceived service quality. These prevailing issues form the core of this research
inquiry. The main objective of the study was to explore the influence of sustainable marketing
practices on customer patronage. Specifically, the study aimed to examine the influence of
perceived relevance on brand image, assess the impact of social responsibility on customer
satisfaction, and evaluate the effect of environmental awareness on service quality. The study
employed a descriptive research design and targeted Bluegate Solar Energy customers and
stakeholders within Ilorin metropolis. Using a structured questionnaire, data were collected from
a calculated sample size of 384 respondents. A combination of purposive and random sampling
techniques was used, and data were analysed using SPSS, applying both descriptive statistics and
regression analysis. Findingsrevealed that perceived relevance had a significant positive influence
on brand image (R = 0.589, R² = 0.347, p < 0.000), social responsibility significantly affected
customer satisfaction (R = 0.661, R² = 0.437, p < 0.000), and environmental awareness had a
significant impact on service quality (R = 0.628, R² = 0.395, p < 0.000). These results confirm
that sustainable marketing practices are powerful determinants of consumer patronage
consumerism within the renewable energy sector. The study concludes that integrating sustainable
marketing dimensions: perceived relevance, responsibility, and environmental consciousness,
enhances brand image,satisfaction, and service quality. Itrecommendsthat Bluegate Solar Energy
tailor its marketing strategies to local needs, amplify CSR programs, and expand green awareness
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