Sustainable marketing and the moderation effect of consumer cognition on organisational performance of selected deposit money banks in Nigeria

Olawale Lola Adetunji, Oluwakemi Oludotun Oyefesobi, Oyindamola Zainab Ajao and Adeola Ahbeeb Adekunle
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Olawale Lola Adetunji: Moshood Abiola Polytechnic, Abeokuta, Ogun State, Nigeria
Oluwakemi Oludotun Oyefesobi: Moshood Abiola Polytechnic, Abeokuta, Ogun State, Nigeria
Oyindamola Zainab Ajao: Moshood Abiola Polytechnic, Abeokuta, Ogun State, Nigeria
Adeola Ahbeeb Adekunle: Moshood Abiola Polytechnic, Abeokuta, Ogun State, Nigeria

International Journal of Research and Innovation in Social Science, 2022, vol. 6, issue 7, 819-826

Abstract: Numerous evidence abound in various scholarly research studies that the growing challenges of deposit money banks remain consistent given that environmental challenges like Covid19/varying associated pandemic have continue to place more and more negative impact on organisational performance of deposit money banks particularly in Nigeria, yet deposit money banks still somehow continue to operate on the mirage of not giving due attention to some sustainable marketing elements. With the intent of investigating the affinity between sustainable marketing and the moderation effect of consumer cognition on organisational performance in selected deposit money banks in Nigeria,a sample of 565 was adopted from the study population of 1542 employees of selected deposit money banks, and the the inferential statistics for the analysis of the interaction between sustainable marketing and the moderating effect of consumer cognition on organisational performance of selected deposit money banks in Nigeria revealed that customer cognition had significant moderating effect on the relationship between sustainable marketing and organizational performance (ï „R2 = 0.0157, ï „F(1, 491) = 11.259, p

Date: 2022
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