A Social Marketing Framework for Indigenous Innovation and Green Entrepreneurship in Post-Conflict Nigeria
(A2026-132313)

AUTHORS

Maryam Ibrahim, Kashim Ibrahim University

ABSTRACT

This conceptual paper examines the role of social marketing in promoting green entrepreneurship and indigenous knowledge–based climate adaptation products in post-conflict Northeast Nigeria. It frames social marketing as a behavioural change approach that can shift community attitudes toward sustainable production and consumption. The proposed model identifies community resilience and cultural acceptance as mediators linking social marketing to green entrepreneurial outcomes, while institutional support and access to resources serve as moderators. The framework shows how social marketing aligns sociocultural values, environmental needs, and enterprise goals to advance indigenous, sustainable solutions. The paper offers theoretical and practical insights for policymakers, marketers, and development actors seeking to establish culturally grounded and resilient green enterprise systems