Green Marketing Practices and Marketing Performance of Financial Technology (FinTech) Companies in Nigeria

Abstract

The study examined green marketing practices and marketing performance of financial technology companies in Nigeria. It specifically examined the effects of green financial services, digital marketing and electronic banking on the marketing performance of Fintech companies. The study adopted cross-sectional survey research design. A structured questionnaire was used to obtain primary data from 318 users of financial technology services in Calabar. Descriptive statistics were applied for data analysis and interpretation, while the hypotheses developed for the study were tested using multiple linear regression. The findings of the study revealed that green financial service, digital marketing and electronic banking had significant positive effects on the marketing performance of financial technology companies in Nigeria. On the basis of these findings, we recommended that FinTech companies should prioritize sustainable practices by consistently delivering green financial services, promoting paperless transactions, integrating digital tools into marketing, and introducing electronic banking solutions to minimize environmental impact and encourage a transition from traditional banking. This is critical because embracing sustainable practices and eco-friendly initiatives can better enhance the marketing performance of FinTech companies in Nigeria by appealing to environmentally-conscious consumers, fostering a positive brand image, and aligning with the growing global trend towards green finance. From the limitations of this study, we also suggest for further studies to be done in more sectors of the Nigerian economy in order to demonstrate the potential of green marketing to enhance marketing performance in contemporary times.