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The mediating role of celebrity endorsement in stimulating purchases of ESG-oriented goods in Nigeria’s fast-moving consumer goods sector

Author

Listed:
  • T.T.E. Onewo

    (Ural Federal University named after the First President of Russia B.N. Yeltsin, Ekaterinburg, Russia)

  • Z.S. Belyaeva

    (Ural Federal University named after the First President of Russia B.N. Yeltsin, Ekaterinburg, Russia)

  • G. Adegbile

    (Osun State University, Osogbo, Nigeria)

Abstract

Social and environmental corporate responsibility is becoming increasingly important in organizational operations and production processes. This is due to increased consumer awareness about the importance of ESG factors. Meanwhile, there is the aspect that celebrities play crucial role in influencing purchasing behaviours of the younger generations. The study is devoted to investigating the mediating influence of celebrity endorsement on ESG-oriented purchase. The methodological basis of the study is an integrative approach following stakeholder theory, generational theory, and the meaning transfer model. The data were assessed using econometric methods namely regression analysis. The study used primary data obtained through an online survey of 384 respondents belonging to Generation Z and Millennials. The research findings demonstrate a significant positive impact of ESG-factors awareness and celebrity endorsements on consumer purchase decisions. The study confirmed that celebrity endorsements of ESG-related products significantly influence purchase decisions among Gen Z and Millennials. The empirically proven results confirm the need for not only implementing ESG practices, but also to disseminate consumer awareness about that. Celebrity endorsement significantly mediated the relationship between awareness of ESG practices and purchase decision. The results may be useful in developing strategies to build ESG awareness to stimulate purchase among millennial and Gen Z consumers.

Suggested Citation

  • T.T.E. Onewo & Z.S. Belyaeva & G. Adegbile, 2025. "The mediating role of celebrity endorsement in stimulating purchases of ESG-oriented goods in Nigeria’s fast-moving consumer goods sector," Upravlenets, Ural State University of Economics, vol. 16(5), pages 84-97, November.
    • Handle: RePEc:url:upravl:v:16:y:2025:i:5:p:84-97
    DOI: 10.29141/2218-5003-2025-16-5-6
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    References listed on IDEAS

    as
    1. Svetlana S. Aleksanova & Marina Yu. Sheresheva & Lilia A. Valitova & Konstantin N. Aleksanov & Junzhi Deng, 2024. "Factors in consumer choice of Russian retail chains’ private labels: The role of green attributes," Upravlenets, Ural State University of Economics, vol. 15(3), pages 85-98, July.
    2. Li, Mengyu & Li, Jinglei & Yasin, Megat Al Imran & Hashim, Norliana Binti & Ang, Lay Hoon & Bidin, Rosmiza, 2022. "Impact of celebrity-endorsed environmental advertisements on green economy development," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    Full references (including those not matched with items on IDEAS)

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    Keywords

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    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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