International Journal of Research and Innovation in Social Science (IJRISS) | Volume VI, Issue VII, July 2022 | ISSN 2454–6186

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, Adeola Ahbeeb Adekunle
Moshood Abiola Polytechnic, Abeokuta, Ogun State, Nigeria

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 (R2 = 0.0157, F(1, 491) = 11.259, p<0.05). This therefore led the study to conclude on significant positive impact of sustainable marketing on organisational performance given the moderating effect of consumer cognition, hence the need for more attention on the elements of sustainable marketing for enhanced organisational performance.

Keywords: Sustainable marketing, Consumer cognition, Deposit money banks, organisational performance.

I.INTRODUCTION

Globally, every organisation/settings (either profit/nonprofit oriented sector or sub-sector of economic activities often give attention to performance through

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