Beyond Just Branding Gimmick: Power of Youths in Eco-Certification in Abia State, Nigeria

Businesses do not operate in a vacuum. Activities of business have steadily increased pressure on the environment, leading to a growing demand for environmental sustainability and measures to address it. Eco-certification is seen as a strategic communication tool in green marketing strategy to build trust and credibility. This study provides evidence that eco-branding is more than just a branding gimmick. Using a sample of 120 students from Michael Okpara University of Agriculture Umudike, Nigeria, who are the future of environmentalism. The study observed that communication and campaign about environmental practices are not totally rejected by Nigerians. This mirrors the importance of perceived behavioural control especially – the dimension of self-efficacy and could serve as a foundation for developing policies that challenge certain assumptions held by young people concerning ecological issues. It also shows that young people are highly aware of eco-branding and labelling though their perception is limited to their level of exposure hence they consider such products being organic products. In addition, respondents prefer voluntary labelling than mandatory option. Voluntary labelling it emphasis the strength of value and ethical-moral burden and commitment of the firm to the environment. These voluntary labels often come from trusted third-party institutions with high credibility. This study, therefore, identified that consumer’s education is a gateway to achieving the intent of eco-labels and branding because consumer perception of certification is negative.as it is seen as a marketing gimmick which reflects credibility crisis about brands with massive investment to promote environmental performance. This study also provides evidence that what drives certification performance among consumers is their concern about the environment and awareness of benefit such concern have on sustainability. The role of marketing is to design a green communication strategy that improves corporate credibility. In going for eco-label policy, it is important to ensure the credibility of the certification as it reflects the credibility of the firm before the public. Keywords: brand credibility, eco-branding, eco-labelling, eco-certification, environment, youth.