Effect of Sustainability-Themed Advertising on Consumer Purchase Intention for Guinness Nigeria Plc in Benin City, Edo State

Abstract

This study examines the effect of sustainability-themed advertising on consumer purchase intention for Guinness Nigeria Plc in Benin City, Edo State. The study assessed four dimensions of sustainability communication: eco-friendly packaging communication, green advertising creativity, green brand image, and perceived sustainability value. An analytical survey design was adopted. From a population of 154 staff of Guinness Nigeria Plc in Benin City, a sample of 111 was drawn using the Taro Yamane formula and selected through stratified random sampling; 103 valid responses (92.79%) were retained for analysis. Data were gathered with a structured questionnaire measured on a five-point Likert scale; whose internal consistency was confirmed by Cronbach's alpha coefficients ranging from 0.812 to 0.883. We used descriptive statistics, Pearson correlation, and multiple regression analysis to test the hypotheses. The results show that all four dimensions exert a significant positive effect on consumer purchase intention: green advertising creativity emerged as the strongest predictor (β = 0.512; p = 0.000), followed by green brand image (β = 0.269; p = 0.009), eco-friendly packaging communication (β = 0.231; p = 0.010), and perceived sustainability value (β = 0.204; p = 0.004). The study concludes that sustainability themed advertising is a meaningful driver of purchase intention in the Nigerian beverage sector, and recommends that Guinness Nigeria Plc sustain and expand credible sustainability messaging across its packaging, advertising, and community engagement platforms in order to strengthen brand trust, loyalty, and patronage.