Chapter One — 1.1 Background to the Study

Green Marketing Practices has increasingly attracted the attention of researchers, regulators, and practitioners concerned with market share. This growing interest reflects the recognition that green marketing practices does not operate in isolation, but interacts with a wider set of institutional and market conditions found within Selected Public Universities in Nigeria.

Selected Public Universities in Nigeria presents a useful setting for examining this relationship precisely because the conditions there — structural, regulatory, and behavioural — differ from those typically assumed in the broader literature, most of which draws on evidence from more developed economies.

1.2 Statement of the Problem

Despite a growing body of literature on green marketing practices, there remains limited consensus on the precise nature of its relationship with market share, particularly within Selected Public Universities in Nigeria. Many organizations continue to make decisions about green marketing practices without a clear, evidence-based understanding of how those decisions ultimately affect market share. This gap between practice and empirical understanding is the central problem this study seeks to address.

1.3 Objectives of the Study

1. To examine the effect of Green Marketing Practices on market share in Selected Public Universities in Nigeria.
2. To assess the extent to which green marketing practices influences market share within the study area.
3. To identify the challenges associated with green marketing practices in relation to market share.
4. To recommend strategies for optimizing green marketing practices in order to improve market share.

1.4 Research Questions

1. What is the effect of green marketing practices on market share in Selected Public Universities in Nigeria?
2. To what extent does green marketing practices influence market share within the study area?
3. What challenges are associated with green marketing practices in relation to market share?
4. What strategies can be adopted to optimize green marketing practices in order to improve market share?

1.5 Significance of the Study

Beyond its academic contribution to the field of marketing, this study has practical value for management teams within Selected Public Universities in Nigeria seeking to understand how green marketing practices translates into measurable outcomes around market share. It is equally useful to students and future researchers looking for a localized empirical reference on this relationship.

1.6 Scope of the Study

The study is limited to an examination of Green Marketing Practices and its relationship with market share within the context of Selected Public Universities in Nigeria. It reflects a clearly defined scope of analysis and relies on data and perspectives available within that scope; generalizing the findings beyond this specific context should therefore be done with appropriate caution.